Dell Technologies

The objective

The main objective was to position PowerStore Prime as the smart choice for all-flash storage to take digital operations to the next level. Silver was challenged to develop messaging that communicated the product improvements and program advantages, whilst speaking to both partner and through-partner audiences.  

This campaign needed to:

• Build awareness:
  Announce the launch of PowerStore Prime, its technology and product improvements and the range of partner benefits

• Educate partners:
  Give partners the knowledge and background they need to tell the full PowerStore Prime story.

• Empower Dell’s sales and marketing teams:
  Provide Dell with a toolkit to get PowerStore Prime out to their customers.

• Drive demand:
  Creating a full set of through-partner tools, creating a turnkey customer experience. 

The solution

Silver developed messaging and creative around the theme “Primed and Ready” which was incorporated into a full suite of digital and physical assets to build awareness, educate partners and empower Dell’s sales and marketing teams to drive demand for PowerStore Prime. 

PowerStore Prime’s addition to Dell’s storage portfolio meant Silver also needed to make sure the wider portfolio campaign, Continuously Modern, was refreshed and updated to ensure consistency with the new Dell brand guidelines. 

The results

The PowerStore Prime launch was well-received by Dell’s partner community and end customers, with many stakeholders commenting it was the most significant announcement since the original PowerStore release. 

Silver’s to-partner and through-partner assets created thousands of high-impact impressions at Dell Technologies World in Las Vegas, and the launch was highlighted in Michael Dell’s keynote speech on opening day of the event.