Client: Dell (Singapore)
PR agency: Axicom (San Francisco)
Campaign: Latitude Z launch
Duration: October 2009-February 2010
Budget: $75,000
Dell soft-launched its new Latitude Z laptop in October. With "the world's thinnest, lightest 16-inch laptop," according to Dell's website, it sought to target global small and midsize businesses (SMB) via IT media outreach. The company, however, soon realized that to truly penetrate this audience and compete with brands like Apple, it had to boost PR to shift ...