Dell & Commonwealth Games

Client Challenge

Following the delivery of a strategic framework for Dell Global, the UK Dell team expressed an interesting in becoming a sponsor of the 2014 Commonwealth Games in Glasgow. The purpose of the partnership was four fold:

Increase brand awareness and affinity for Dell among their target audience Drive consideration of Dell products

Position Dell as an IT Solutions provider

Showcase Dell Technology’s entire product portfolio

Dell wanted to use ambassadors as part of their sponsorship activation to give the campaign credibility and a public face. Dell required our expertise across the partnership from initial contract negotiation through to delivery of the ambassador activation programme.

Our Solution:

We  advised  Dell through  a  successful tender and  negotiation  process with  the  Commonwealth  Games Federation. We then guided the client on the role that ambassadors could play as part of Dell’s activation programme and identified four up-­‐and-­‐coming athletes to front their campaign including: Lynsey Sharp, Elinor Barker, and  brothers Sam  and  Oliver  Hynd (MBE).

We helped Dell to craft the campaign idea of an ambassador journey which focused on the link between hard work, talent, and technology and portrayed the ambassadors using Dell technology both at work and at play with their  ‘Power to Do More’ campaign strapline.

Client results:

Dell became the Official IT Hardware and Data Centre Supporter of the Games and helped games organisers to meet goals within budget with and end to end solution.

The Dell ambassador programme represented significant value to Dell and all four dell athletes selected by MediaCom Sport & Entertainment medalled at the games

24 pieces of content created and distributed across Dell’s owned channels, athlete channels and selected media partners

The campaign achieved a 22% engagement rate compared to 4.4% average previously

Internal company engagement and positivity scores were at their highest in the UK and Ireland across a global survey

Significant uplift in B2B networking engagement that has help convert contracts that covered the rights fee alone