Adamo

Consumer Case – Dell

Project: In March 2009, Dell launched the world’s slimmest notebook – Adamo – simultaneously in 24 countries, including Canada, Brazil, Japan, Mexico, United Kingdom and United States.

Objective: Announce Adamo’s launch in Brazil and position the notebook as the new object of desire.

Strategy: G&A prepared a selected mailing list, including contacts from mainstream Luxury, IT, Men’s and Women’s publications. One week prior to the launch, the agency sent a teaser with the sentence “get ready to fall in love.”  On the day of the launch, Gaspar & Associados sent a press kit including a jewelry box with a mini pen drive containing a press release and high-resolution pictures.  It also sent a digital press release containing pictures and videos to all journalists nationwide.  In addition, it made available videos on YouTube and pictures on Flickr.

Results: The overall result included more than 45 articles published on the online media, ten on the printed media, 21 postings on Twitter and one TV story.