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Dell Presto - a new service is launched for Dell

Date posted: 26.01.2007

With the challenge of launching a new PC problem-solving service for consumers and SOHO users in the UK and Europe, Dell turned to Wilson Miller to create a powerful brand, creative proposition and go-to-market plan.

After an exhaustive brand development exercise, Presto was created and Wilson Miller then delivered a communications platform that reflected the unique nature of the brand within Dell, including comprehensive identity guidelines, advertising materials, promotional and supporting collateral. Service offering sheets, catalog advertising for Europe and explanatory leaflets for customers were produced to support the service launch and ongoing delivery.

Central to the campaign is a series of eye-catching facial close-ups to show the customer focus of the campaign and reflecting the different experiences and knowledge of PC users – “We all love pcs when they work…and hate them when they don’t” summarising the attitude. “With the launch of Presto we’re confident that we’ve delivered a solution which stands out but complements and reinforces the Dell brand values,” commented Dorothy Briggs, Group Account Director at Wilson Miller.

“Presto had to please internal stakeholders as well as the end customer audience, stand out from competitive services, and our approach has delivered a vibrant and comprehensive identity for the service.”