case study: dell – a foray into lifestyle and luxury

Dell leaped into the lifestyle market with a new luxuriously designed laptop. This strategic move was to help Dell reposition its consumer products from affordable, functional laptops to luxurious, high fashion, personalized accessories to meet a growing consumer demand for more non-traditional technology products. Servicing the Dell account for more than six years, GCI Group was asked to help transition the perception of the brand in Canada.

GCI Group recommended conducting a media tour with Dell’s industrial designer to demonstrate how Dell was capitalizing on the consumer demand for personalization by infusing colour and art in the consumer line of products. The GCI team told this story to fashionistas and stylist influencers, rather than technology enthusiasts.

Related Links

Results

GCI secured feature coverage with top tier style and fashion publications, establishing Dell as a lifestyle brand with superior product design. In fact, many editors hailed Dell’s products as “an industrial design triumph,” which differentiated Dell from its competitors. GCI’s efforts also enabled Dell to foster relationships with fashion and lifestyle editors, relationships that were beyond Dell’s consideration in the past. Dell is now excited and motivated to further build those relationships. As a result, GCI expanded its media efforts beyond traditional technology reporters and continues to explore creative new ways Dell can develop relationships with the fashion world.

click to view case study

Barbie's 50th Birthday – Fashion WeekBelkin – A Streetcar Named InspireDell – A Foray into Lifestyle and LuxuryTD Canada Trust – Supporting Canada's Future Leaders

awards & recognition

3M Privacy Filters, "Canadians Love to Spy"
 2009 Ovation Award of Merit for Brand Communications, IABC

3M Command Campus Tour, "Save the Walls"
 2008 Award of Excellence, CPRS

Belkin, "A Streetcar Named Inspire"
 2008, Silver Award of Excellence, Special Events Category, CPRS