Lead agency: VMLY&R
There is nothing I love more than when companies create products for those with disabilities. Dell’s advanced technology glasses allow users with visual impairment to be able to see what they haven’t had the opportunity to see before.
The idea was created by the VMLY&R team after seeing a Dell TV spot showing a woman with visual impairment at a ballet performance. This is what inspired them to host the Unseen Ballet, inviting more than 150 community members to the special event.
The team reached out to the Austin community, working with Ballet Austin and eSight, finding willing participants who wanted to experience the eSight devices for a chance to see the ballet.
This led to an emotional and exciting night for the participants and their families, creating memories they will never forget.
This ballet proved to be the most inclusive ballet experience, allowing every person in the audience to physically see the performance.
A little girl named Lily expressed her dreams to become a ballerina even though she had never seen a performance before due to her condition. Her story is outlined in the video below.
This campaign was beautifully executed, from both an advertising strategy and a humanitarian standpoint.
The fact that this event was able to benefit and promote Dell’s technology while also giving those with visual impairment a spotlight is inspiring. I love when groups can feel included that are often not.
At the same time, this campaign helped Dell’s public image, earning 84% brand recall among viewers with a 61% increase in intent to purchase. Dell also gathered around 44 million impressions on Twitter, over 8K site visits, and 260K impressions on LinkedIn.
While the campaign did benefit Dell, it gave back so much to the community. After the Unseen Ballet videos were published, Lily received so much love from viewers that her GoFundMe page reached her family’s $10,000 goal in under a month.
Overall, I think many brands can learn from this campaign. In the future, I hope more companies try to incorporate a way to help those who have disabilities to help make a difference in the world!
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