Computers basically do the same things. Upload photos. Play music. Play games. Facebook. Tweet. And shoot emails. Dell tasked us to create a global advertising campaign to distinguish their computers from all the other PCs. But what we learned was that it wasn’t the computers that made Dell different, it was the company and the unique features they offered. Like testing the machines and 24/7 remote access support. These differences were what separated Dell from their competition—and became the foundation of our campaign: You Can Tell it's a Dell. The launch consisted of national print, outdoor, digital, TV, and social media. And when the results came in, not only did sales increase, Dell had found their niche in the marketplace.