The "Be The Reason" campaign was designed to reach all Dell employees worldwide, both customer-facing and non-customer facing, including those from a wide variety of functions, geographic locations, level, languages, etc. It was important that the campaign be flexible enough and "production-friendly" enough to allow for different divisions within different parts of the world to create their own materials – realizing cost efficiencies as well as localized messaging and translations.

Messaging
We worked with Dell to establish the central core message "Be the Reason" that serves as an anchor for secondary messages such as, "Be the Reason Customers Choose Dell," "Be the Reason Customer's Keep Coming Back," etc.

Identity
It was important to design a visual identity that any Dell employee could relate to. We designed the logo with 2 female and 1 male silhouette so that any Dell employee could envision him/herself as "the reason" customers choose Dell. Using the Dell blue as the core color, a lively color palette was chosen to allow for flexibility and customization.

We also created graphic standards and templates to be launched worldwide so that individual divisions could create their own secondary messages and goals as well as produce and print materials consistent with the corporate BTR campaign in their own regions.

Tactics
We partnered with Dell to develop tactics that stood out and featured actual employees embracing the central message including a Web cast with frequently asked questions, e-mails from top executives, interactive flash pieces, monitor stickers, building banners, departmental posters featuring local employees, "teaser" and ongoing splash screens, and a traveling banner for employees to pledge their commitment.