To communicate the depth and breadth of the Dell data protection portfolio of software and services in a
compelling way. Although the website and datasheets have plenty of product information, it had never been delivered in an innovative, attention-grabbing way that would cut through the clutter of dense specs, boost awareness, and increase demand.
After exploring conceptual frameworks that would allow us to cover the many different aspects of Dell data protection and add to the story as new products/services launched, we landed on a news program. Because the two pillars of Dell data protection are Proven and Modern, we developed two different characters (news anchors) for the “new program,” one created to embody “Proven” and the other to embody “Modern."
We developed character back stories to align with these two pillars, and defined ways each would speak and act to reflect their assigned pillar. After character exploration, we landed on a male/female duo and a simple animation style that would allow us to produce video episodes quickly.
Voice casting was key, and took quite a while. One of our selects came from Canada; the other from Australia. Early morning sessions became the norm.
A big hurdle was Brand at Dell. Dell had never put this kind of animation in market before, and we were concerned they would not approve the idea, but in the end we were able to show them the flexibility and legs of the concept and they agreed to let us proceed.
The Jake & Emmy series now has 10 episodes, and an eGuide that links to these episodes designed in the style of a streaming service’s on-screen interface. This eGuide registers a 9.2% click rate, while one of the individual episodes has garnered over a million views on YouTube, stratospherically beyond average viewership for Dell videos. Thanks to over 67K Total Impressions, a Reach per Post of over 5K, and a Video Completion Rate (VCR) of 24+%, several other Business Units at Dell have requested their own dedicated Jake & Emmy episodes as well.
