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Another new services brand for Dell

Date posted: 10.07.2007

Following the successful development of the brand and launch marketing materials for Presto, the new service to support Dell customers with non-hardware related pc problems, Wilson Miller was asked to create an extension for small businesses. The new brand has launched in the key markets of the UK, France and Germany. Like Presto, it needed to have a clear identity that stood out from traditional Dell products and services, whilst retaining the links into the parent brand. PrestoPro was devised to convey the friendliness and responsiveness of the Presto character, but with the added requirement to convey empathy for the small business manager who needs IT to keep the business going, but isn’t going to have full-time resource. “A critical component for PrestoPro was the creation of an image bank showing people in their places of work who are directly affected by failures in their IT infrastructure, and delighted when it gets fixed”, commented Dorothy Briggs, Group Account Director. “We wanted to keep these away from traditional stock imagery of people with their pcs, and maintain the vibrancy of the photography used for Presto. Using mechanics, florists, consultants and lawyers we have developed a real personality for this new Dell service and we have launched the service through Dell catalogs, advertising, direct mail, and online campaigns and website development. The novelty of the Presto brand within the Dell portfolio has been well-received and PrestoPro now takes this to a broader audience.”