Dell Aarambh – A PC for Education Initiative

1. Dell Aarambh – A PC for Education Initiative

2. Dell: Company Profile Incorporated as Dell Computer India Private Ltd. in Bengaluru in 1996, Dell has been among the fastest growing technology companies in India and continues to be among the top three today. Customers are at the core of everything we do. We listen carefully to their needs and desires and collaborate to find new ways to make technology work harder for them. We are focused on delivering solutions to enable smarter decisions and more effective outcomes so our customers in India can overcome obstacles, bring their ideas to life and pursue their dreams. Above all, we are committed to the superior long-term value they need to grow and thrive. • Dell India has been awarded multiple CMO Asia awards for Digital Marketing, Best Branded Content 2018 (Fox Glove Awards), Best Digital Integrated Campaign 2018 (Marketing Excellence - TIMES), Best Use Of Data and Research 2018 (ACEF), Outstanding Contribution to the Cause of Education 2018 (National CSR Leadership Awards) and countless more accolades over the years.

3. Objective PC penetration stands at less than 10% in India, because of the lack of knowledge and confidence to use a PC effectively to improve learning. Thus, the objective is to equip teachers and parents all over India with vital PC usage skills by providing training in schools and help digitally, making them realise that a PC is a necessity and not a “luxury” in any household today. The Big Idea To shape the champions of India’s Future by providing them with the necessary training so that they can better utilise the PC.

4. Strategy The ongoing strategy is to turn the fear of the unfamiliar into a tool to unlock potential by demonstrating how a PC can facilitate better education for students via a multi-pronged approach of offline pieces of trainings, on-ground competitions and digital resources. Target Audience The network of schools, the website and social media play a critical role in imparting the training. Parents, Teachers + Educators and Students in Tier 2 - 4 Towns/Cities

5. Website with Blogs & Resources Facebook and Twitter are the main vehicles of promotion - each post is targeted as per language spoken and segment (parent, student or teacher). Visitors are first directed to choose a language they are comfortable reading in. • Having content in regional languages is advantageous as an individual feels the most “at home” when reading their own language. It also builds trust and a sense of familiarity for the reader. • The Pick the Right PC quiz enables individuals to make an informed choice while selecting a PC. • Visitors can also support Anti-rote learning as well as learn more about using a PC to study.

6. Targeted articles for parents, teachers and kids with helpful resources • Offline activations such as Dell Dialogues, Dell Champs, Teacher’s Day contest and Children’s Day contest are integrated online • A section on supporting “anti-rote” learning along with the disadvantages and alternatives of it • Opportunity to “Pick the Right PC” with an interactive and customised quiz to help an interested person select the right PC • Collaborations with stalwarts such as McAfee and interviews with educators The homepage with specific content for parents, teachers and students. Link: https://www.dellaarambh.com/

7. Features • Multiple-device responsiveness • User-friendly design to make it easy to switch languages • Separate Video hub • Social media activity integrated into website • Load time is minimal, including interactive activities – Pick the Right PC, articles and campaigns • White space is effectively used to bring out the soothing and trustworthy colour combination of blue and white

8. Trainings at Schools • For a child, school is a lot more than a place to just study – it’s a place to get prepared for the future. And in an increasingly tech-reliant, globalised economy, a child has to be at least equipped with the basics if not excel at using a PC. Keeping this in mind, in-depth and interactive PC training sessions were held at schools for both teachers and parents all throughout the year. • In fact, many schools also received re-training sessions as the initiative has been active since early 2016. Furthermore, teachers and parents alike have actively trained other individuals too – creating a chain of learning. • Besides trainings, Dell Dialogues is year-long school contact initiative to strike valuable conversations, or dialogues, between parents, teachers and students and emphasise the role that a PC can play in the education of children. Total Trained:98k Overall rating:9.8/10 Link:https://www.dellaarambh.com/impact

9. Dell Champs: Annual National Level Competition Schools:625Cities:25 Children:2MnWinners:3 • Dell Champs is an annual, year-long integrated activation where children from all over the country compete for scholarships and Dell PCs. • There is a quiz, presentation and project round to test a child’s tech-quotient both on-ground and via the website. • Each year a significant impact is made and 2017 was the best year so far. Link:https://www.dellaarambh.com/dellchamps/

10. National Level Competitions - Teacher’s & Children’s Day Teacher’s Day is a special day, celebrated all over in India to pay tribute to teachers. To make teachers feel special, a competition was held calling in entries for “How do you use a PC for Education?” with the prize being a Dell PC. Teachers submitted their entries online within a fixed time limit. Entries:250 Cities:65Winners:3 Link: https://www.dellaarambh.com/pc-storytellers.php For Children’s Day, students were urged to take part in an interactive slogan competition on the importance of technology in education and enter via the Dell Aarambh website. The entries were all very enthusiastic and proved to be an opportunity for students to test their technical calibre. Entries:12704Cities:70Winners:4 Link: https://www.dellaarambh.com/childrensday

11. TVC: Ek Behtar Kal Ka Aarambh The TVC follows the journey of a bright young girl who sets out to solve a real-life problem – that of having to travel a long distance all the way around a lake to go to school every day. As the story progresses, we see the young girl using her PC to understand the Archimedes’ Principle. She uses this new-found knowledge to arrive at a practical solution to take her across the lake, saving both time and effort. Through on ground engagements and school contact programs, the Ek Behtar Kal Ka Aarambh campaign received a whopping 1L+ views on YouTube and reached over 79 cities, 4012 schools and about 100,000 students. Link: https://youtu.be/K6x0glr15yU

12. Results • The biggest highlight of 2018 was the steep increase of Users and New Users count on the website by a whopping 38.07% and 36.39% respectively from 2017. • 19627785+ people have been reached via social media. The campaign clocked in 41968631 impressions on social media • The United Nations Development Program (UNDP), took notice of the campaign through the media visibility garnered and identified Dell Aarambh as being aligned to UN sustainable development Goal 4 – Quality Education. The recognition is essential to building long-term credibility along with additional visibility the world over. To watch the short film on this, visit: https://youtu.be/BiMtCoPduuw