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Summit 2014 PT 2

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Dell uses Captivate to target SMBs

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Dell Inc. introduced a new b2b campaign in June built around the tagline “The power to do more.” In a recent blog post, Karen Quintos, Dell's senior VP-CMO, wrote that a “theme you will see reflected in this campaign is Dell's evolution from a hardware provider to a credible, enterprise-class services and solutions partner.”

The campaign was created by Dell's agency, WPP's Y&R. The campaign, which BtoB's sibling publicationAdvertising Age estimated at $80 million, is running on broadcast and cable television, online and in print.

It's also appearing in elevators.

Dell began its program last month with Gannett Co.'s Captivate Network, which places content and advertisements on screens located in office building elevators. Captivate, which has about 10,000 screens in more than 1,000 buildings in North America, uses content from the Associated Press,USA Today and the Washington Post on its screens. Captivate estimates it reaches 3 million viewers every business day.

For this campaign, Dell runs a “Power Tip of the Day” ... READ the full article on BtoB Magazine website

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