Dell: Windows Server 2008 Launch
Microsoft challenged partners to rise above the crowd.
Olivia Munn knocked everyone off their feet.
VIEW THE SITE
The Project:
Dell needed a distinct digital campaign to promote their offerings around Windows Server 2008 – while tying to the Microsoft-mandated theme of "Heroes Happen Here."
Based off the insight that most IT professionals are huge gamers - we tapped Olivia Munn, host of G4 network's Attack of the Show! - to give an unexpected, yet authentic voice to our campaign.
Two campaign videos featuring Olivia introduced the audience to a microsite where with 15 minutes of dynamic content delivered by Olivia. Average time on site was 7 minutes.
Olivia also joined us in the Dell both at Microsoft's launch event – causing a line so long the fire marshal told us she had to leave.
My Role:
- Concept development
- Copywriting (video & site)
- Video direction & editing
- Rap
I came up with this crazy rap about server software one night at bar. So we filmed Olivia doing it and released it as a viral offshoot of the campaign.
We extended the "Heroes Happen Here" campaign idea with our own unique slant: "The Evolution of IT." Our insight was that IT people can be heroes because of the increasing importance to the business – which we showed in full camp fashion in this video.