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Dell Technologies

Changing the perceptions of midrange storage

The opportunity

Dell EMC had recently implemented a campaign to promote its broad choice of storage products to the global channel audience by clarifying its midrange storage portfolio proposition.

With new product launches and a refresh to the campaign, it was important for partners to understand the product portfolio and where they can learn more about Dell EMC midrange storage and meet their revenue targets.

The Objective

The objectives of the campaign were for partners to:

  • Understand Dell EMC midrange storage and actively promote/sell
  • Become/remain an advocate of Dell EMC midrange storage
  • Explore the new portal page and redesigned assets available, encouraging higher competency and training in selling Dell EMC midrange storage products
  • Drive demand through campaigns, using assets/messaging made readily available to them

The solution

Silver worked alongside Dell EMC to understand the audience and the data segmentation to ensure the highest level of targeting.

We strategised, designed and implemented a campaign to promote the midrange storage portfolio, grow influencer awareness and ensure that Dell EMC remained front of mind for partners. The campaign had to educate recipients about the portal being a central hub to help them actively sell the product range.

“Silver met the brief and exceeded expectations once again. I was very impressed with the quality of the direct mail piece and the execution of the overall campaign."

The creative

The creative concept of the campaign was ‘Transform Your World’. We wanted to visually communicate the extra dimension that midrange storage provided Dell EMC’s partners and its customers.

Direct mail was chosen as the campaign medium because we wanted to ensure that the 300 targeted C-level decision-makers would have visibility of the high quality, engaging piece and get standout.

We created a bespoke stainless steel teleidoscope engraved with the Dell EMC logo and campaign strapline. When partners looked through the teleidoscope, they saw their world differently – it demonstrated the transformative effect that midrange storage can have on businesses.

The outer box was finished with hexagonal graphics of global landmarks printed in black spot UV on a black background, and the teleidoscope was held in place by a bespoke, premium wooden podium.

The teleidoscope was accompanied by a USB stick and campaign guide booklet that provided key information regarding the midrange storage portfolio and links directing partners to the campaign portal page.

The results

  • 3000 campaign asset downloads
  • 3500 portal page visits
  • 26% uplift in midrange storage revenue between April 2018 and April 2019

"The detail and finish given to each bespoke manufactured component was exceptional and has certainly kept Dell EMC midrange storage front of mind with our C-level decision-making partners.”


Dell Technologies




Customer engagement strategy, Content marketing, Channel marketing, Video & animation, Account-based marketing