Dell ramps up Commonwealth Games activity with ‘Power to Do More’ campaign

Dell has rolled out a new Glasgow 2014 Commonwealth Games campaign featuring athlete ambassadors and key members of the Glasgow 2014 organising committee.

Dell, a sponsor of the games, is pushing the ‘Power to Do More’ message across multiple platforms, including outdoor, print, online and social with real-life stories from those involved in the event.

The campaign is based on three different narratives from those involved in Glasgow 2014. The first is chief information officer, Brian Nourse, who highlights the challenges in building the infrastructure for a sporting event like the Commonwealth Games, and the role Dell plays in providing the necessary technology.

It also features village accommodation manager for Glasgow 2014, Caroline Rogers, who discusses the complexity involved with the logistical management of the athletes, and athletics team member Lynsey Sharp, cyclist Elinor Barker and Paralympic gold medallist swimmers Sam and Oliver Hynd (MBE) who highlight the support Dell gives to athletes via its technology.

In addition to video featuring the three real-life stories, set to be promoted across Twitter, Facebook and LinkedIn, Dell has taken out a prominently placed escalator mural in the departure hall of Glasgow Airport.

The eight-month placement is expected to reach an estimated audience of 298,245 passengers a month and has featured images of Dell’s athlete ambassadors to underline the impact of technology on their training and performance.

Karen Morton, EMEA brand director, Dell explained: “Our brand promise is to help everyone from individuals to large businesses achieve more with technology. Whether helping athletes analyse their performance during training, supporting a variety of business critical functions, or working with Glasgow 2014’s Village Accommodation Manager to make the Athletes’ Village a reality, the campaign is designed to help audiences visualize how Dell technology is enabling everyone involved in the Glasgow 2014 Commonwealth Games to achieve more.”

Print and online advertising is set to kick off from 15 March and over the period of the Games Dell will increase its presence at Glasgow Airport with a two-month business lounge activation to offer targeted engagement.