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Dispelling storage myths with an award-winning series

The challenge
Dell EMC provides industry-leading storage arrays that help to transform modern business’ data centers. Their competitors often try to justify lesser solutions, suggesting that Dell EMC’s storage portfolio contains unnecessary and expensive features. Customers are left confused due to a lack of knowledge or conflicting industry messages.

The objective
The objective of the campaign was to educate channel partners about the advantages of Dell EMC storage architecture and outline why partners should offer Dell EMC over any other vendor. They wanted engaging and informative assets for their channel partners to have valuable storage sales conversations and drive revenue.

The solution
In response to the brief, Silver created an animated series, The Science of Storage, presenting characters to tell a complex story in an engaging and entertaining way.

The creative
This creative route was a bold and innovative approach that had not been seen in the market and differentiated Dell EMC from its competition.

By focusing on two key characters throughout the series, we developed their personalities and built an emotional connection with viewers. Subtle Easter eggs, visual gags and industry references prompted viewers to re-watch episodes and engage with the series.

The series’ impact and integrated creative style was extended into direct marketing campaigns and global events themed around the Science of Storage series.