Make Joy.
A recognition event for the whole family.
The Dell Technologies Club is an annual global event that celebrates and recognizes their top salespeople from the previous year. While the celebration is typically an in-person event attended by the employee and their guest, this year’s virtual program provided an opportunity to share the experience with their family and friends. After a year like no other, Dell Technologies set out to recognize their Club winners AND their households—since after a year of living, earning and learning together, no success was achieved alone.
Services
Event Strategy
Creative Ideation & Execution
Messaging and Scriptwriting
Experience Strategy: Hybrid Delivery
Multi-Location Recordings and Live Broadcasts
Design: Broadcast, Set and Platform
Talent Acquisition Strategy
Virtual Event Production and Delivery
Solution
The shift towards a virtual, multi-generationally-engaging program required a complete reimagining of the Clubs Experience. Deep knowledge of the attendees’ interests was required to make sure attendees felt acknowledged and appreciated, and that all programmatic elements would culturally translate to each of Dell Technologies’ five global regions. Five sequential broadcasts (using a “follow the sun” timing model) created opportunity to customize each broadcast with photos of award winners, exclusive regional DJ sets, and bespoke messages from regional leaders. All customizations tied into core program messages from c-suite leaders, a chat platform that allowed attendees to communicate and celebrate together, and an incredible performance by a Grammy Award-winning artist—all of which had attendees feeling the Dell Technologies love.
Result
Dell Technologies 2021 Clubs was an unabashed success — more than a thousand winners attended the celebration, with a 93% average viewer retention rate from beginning to end of program. Additionally, 83% of attendees that responded to the post-event survey said they attended with their partner/spouse, children, or other friends/family. It was also a qualitative success, with 1400+ live chat comments and likes, including sentiments of gratitude and pride for being a part of the Dell Technologies family.