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MEDIA USED
MSN Full Screen Interactive Takeover - the world of work, social life, travel & entertainment packed into a 5 inch screen.

Media Chosen

Page Takeover



EXECUTION
The interactive banner featured 8 app icons with call to action. Each app was designed to work in exactly the same way as on the Dell Streak, giving user a virtual experience of the phone. Apps included Browser, Phone, Android Market, Camera, YouTube, Maps, Facebook and Music. User could also share the Dell India Facebook page with F Share. As the user explored the apps, the interactive vignettes revealed each aspect of the Dell Streak with clutter breaking interactive features.


BRIEF
Dell wanted to introduce Dell Streak with an added wow factor for the launch. In a highly saturated mobile market, the need of the hour was to stand out by engaging consumers with Dell Streak.

Challenges

  • Differentiate Dell Streak in a highly saturated mobile market.
  • Create a relevant online environment, where target audience could engage themselves with Dell Streak.


INSIGHT
In the planning phase of the campaign, we found that touch screen technology only makes sense when it provides an enriching experience. Where every mobile phone manufacturer was competing with new campaigns and offers, Dell had to break through with a dramatic and real innovation to create top of the mind recall.


RESULTS

With the Dell Streak MSN Full screen take over, we created a superior consumer convergence internet experience

Dwell rate for this ad > 1 min i.e. 40% more than industry benchmark of 43 sec

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