Windows, Dell & Red : Raise Your Voice
Integrated Experiential

Brief
Windows Vista joined the (RED) movement by introducing a new co-branded laptop with Dell that when purchased, donated money to help fight AIDS in Africa. Our job was to spread the word about the partnership and the cause.

Execution
Our solution was to bring people together and educate them through the power of song. We invented a new technology where participants could call in via their cell phones, vote for a song, and have their cell phone turn into a microphone. This technology was combined with a custom projection van that played karaoke videos with the (RED) message with songs from artists like Journey, Bon Jovi and Supertramp. Participants even received a recording of their song when they were finished to share with (or hide from) their friends.

Result
Overall, we reached more than three million people through our online, guerrilla, and street team efforts and Dell sales increased noticeably.