Adamo, derived from the Latin word meaning ‘to fall in love,’ will serve as a flagship in a line of products created to disrupt the personal computing space with the combination of new design aesthetics, personalization choices and sought-after technologies.
“Great design needs to be timeless and evoke emotion in people”, said Alex Gruzen, SVP Dell consumer products.
”While a premium computing experience was assumed for Adamo, the intent was for people to see, touch and explore Adamo and be rewarded by the select materials and craftsmanship you would expect in a fine watch.”
“Dell continues to signal a commitment to design and personalization across its entire product line and has made significant strides forward in the past year,” said Rob Enderle, Principal Analyst, Enderle Group.
“The Adamo laptop is a showcase for this commitment and a flagship product that will draw buyers to the brand.”
The Adamo by Dell brand is being supported by innovative and new approaches to marketing and promotion for Dell. Designed to challenge people’s perceptions of what a computer is, the Adamo by Dell brand was inspired by fashion, luxury brands and timeless design.
Dell has looked beyond traditional approaches to reaching computer shoppers and launched a provocative campaign featuring:
A stylish worldwide print campaign shot by acclaimed British-based photographer Nadav Kander and featuring high-fashion models that reinforces the ‘fall in love’ positioning. Kander, whose work is celebrated in galleries worldwide, also shot the moving portfolio, ‘Obama’s People,’ which appeared in The New York Times Magazine earlier this year.
AdamoByDell.com, the centerpiece of the campaign and a highly stylized site where viewers can learn about Adamo, register for updates and, beginning today, place orders. Since its launch last month, AdamoByDell.com has attracted nearly 800,000 unique visitors from around the world and more than 1 million page views.
Artful packaging in which the product arrives ‘floating’ in a clear box with minimal clutter–a beautiful experience for a sophisticated product.
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