Dell Technologies

Dynamic Creative Optimization

Producing compelling DCO creative for Dell EMC

Dynamic Creative Optimization (DCO) can be a valuable tool to tailor ad content to a specific viewer’s place in the customer journey and interest in a specific product line. However, the strict technical requirements for DCO can limit the creative potential of the ads, often resulting in rather plain-looking text-only treatments.

Enter Willis Collaborative. We weren’t content to go with the status quo for DCO ads, sacrificing creative capabilities in the name of the format. Instead we evaluated the required jigsaw puzzle of elements for each ad size and developed a creative framework that would allow us to produce stunning creative leveraging Dell EMC’s visual identity.

The end result was a series of DCO banners that aligned to each part of the customer journey and each solution area, and that looked and felt as strong as any of the other campaign creative done to date.