Dell XPS Back To
School Marketing

Overview

Dell Technologies was looking to reintroduce its powerful XPS brand to the market in a new 13 inch size and at an astoundingly low price for students. The brand was known as a powerhouse of design, engineering and performance, and the Dell Technologies team sought to reestablish its rightful place at the top of every best laptop list at the same time as making it a top of mind choice for students and teachers as the new school year approaches.

With the hardware and pricing in place, all that was needed was a killer platform that put the newly-imagined XPS on the pedestal it deserved. That’s when Dell Technologies engaged Rebellion.

No sacrifices

Consumers have a short attention span, especially student shoppers. While tech specs, pain-points and claims are always important, the team knew that we had one shot to show rather than tell.

Instead of using a typical product page with a photo gallery, we used a scroll-scrubbed video execution that highlights the highly-competitive features as the user interacts with the page, providing an experience almost like handling the device in person. The movements were choreographed to show off the incredible industrial design of the machine but also demonstrate the premium features that are not only typically included at this price point.

The experience approximates a physical demonstration, allowing the messaging to become more persuasive than simple student pain points, and tying the product’s physical design to functional and emotional claims about how this laptop can enhance the student experience.

Impact

In a white-hot competitive marketplace, this new product experience is already helping Dell Technologies XPS make headway during the back-to-school crunch. Initial performance of the page is promising with longer than usual page duration times and increased engagement rates, but the real back-to-school season has only just begun.