FITCH

Work / Beijing, Mumbai, Columbus, London, Singapore / Dell Technology Park

Learning to Fly

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Clients: Dell, Industry: Technology, Expertise: Environments

Challenge

Once again, we delivered Dell’s presence at IFA, the annual consumer electronics trade show in Berlin and key event in Dell’s promotional showcase. Against the usual backdrop of boring white boxes, this year we wanted customers to stay with us for a while longer – to play, interact, have fun and leave the Dell stand with a smile on their face.

Insight

To keep consumer attention in a market where 240,000 visitors passed 1400 exhibitors, we needed to craft a unique, surprising and memorable experience for Dell. With the idea of technology allowing you to grow and thrive as our departure point, we created the Dell Technology Park to let the customer experience first hand the world of Dell and their products.

Solution

Transforming the hall into a green and natural space with grass on the floor, Dell’s new products were unveiled against a backdrop of the Berlin cityscape, trees throughout, a glade to relax in and even a digital waterfall.

Taking Dell’s Above the Line campaigns as our departure point, FITCH brought alive these concepts in a seamless, joined up brand expression. The space used the current Education campaign as its foundation, with over 1000 customers ‘learning to fly’ – just like Annie, the girl who could fly in Dell’s TV advertising – using green screen technology and Dell systems. Customers could also design their own butterfly using Dell’s touch screen technology, then print them on perforated paper to fold into an origami take-home keepsake. Winning creations earned themselves an Inspiron 14z.

IFA’s entertainment area focused on music this year, with customers invited to unleash their inner DJ and create their own tune to post to Facebook. Our accessible and warm IFA Services Lounge encouraged staff to chat to Dell Tech Support staff in a laidback environment. Conversations were sparked and imaginations ignited in the Small Business area where aspiring entrepreneurs had the opportunity to get some personalized tips from Germany’s top businessmen and women. A ‘Game Off’ in which 150 gamers raced against the world record holder showcased Alienware, another Dell brand that FITCH looks after.

Designed as a ‘chill out’ area, the glade offered IFA customers an opportunity to relax on the grass in front of a waterfall. It also became IFA’s media hub, where press and photographers hung out, reporters conducted interviews, customers Skyped friends and family on Dell systems, and Dell staff chatted with customers. Every hour, experts including visual effects company Pixomondo and ‘entrepreneur in residence’ Ingrid Vandervelt offered 10-minute presentations, adding to the buzz at our stand.

With more than 1500 articles posted about Dell at IFA and 98% positive social media commentary, Top German tech journalist and blogger Motawa10 called it the “best and more interactive stand” at IFA.