Campaign overview

In 2016, Dell's acquisition of EMC brought together the world's largest IT storage company, the world's second-largest server vendor, and some of the leading software-defined networking and storage developers. A marriage made in heaven. However, the market needed convincing. Dell EMC asked Hotwire to prove that Dell and EMC are better together.

What we did

When Hotwire was charged with building excitement and support for the new Dell EMC brand, our strategy was clear: bet everything on the human factor. By organising a round of events during the first quarter of the year, Hotwire created opportunities for influencers to meet with Dell EMC representatives to discuss the new strategy and be presented with the latest announcements, based on their area of interest. The first step was to map-out the different groups of influencers that would need to be addressed in priority order. For each community, the team explored and developed compelling media angles, bringing together relevant Dell EMC speakers with journalists, bloggers, partners, customers and other stakeholders.

This personal approach meant that each individual felt as that they were getting to the heart of what was important to them, not just the brand. It meant they were more likely to cover the story and more interested in finding out the details as to what made this deal so smart.


Over the course of six months, Hotwire and Dell EMC set-up 10 events and 56 interviews, meeting with about 100 influencers. Overall, the campaign generated 760+ articles, including pieces in national daily newspapers such as Les Echos, Le Monde and Le Figaro. The tone of the coverage also drastically evolved to focus on the company’s new organisation, strategy and technologies in a positive light. In addition, the campaign was an opportunity for Dell EMC stakeholders to engage with key influencers in their respective markets.

Global reach.
Local flavour.