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Dell

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THE CHALLENGE: Dell wanted to enter the increasingly competitive digital music space. But, given that the brand had little music credentials, and would only be selling the DJ Ditty online and through mall kiosks, we needed an innovative strategy that could launch this new MP3 player into one of the most crowded categories in the world, to one of the most cynical audiences — and achieve both unit and ROI goals within six months.

THE INSIGHT: After researching the target audience, we created an antihero who would stand out in sharp contrast to the rest of the design-centric, self-conscious digital music player market. Case Study