The Unseen Ballet
Campaign
THE COMPANY
Dell Technologies x eSight Eyewear
SUMMARY
Over 4 millions of people that live with visual impairments in North America today don't always know about the assistive technologies that can help them to access and participate in cultural experiences that are previously excluded from them.
Dell Technologies (U.S.) and eSight Eyewear (Canada) both believe that technology has the power to overcome these barriers. With the help of Ballet Austin, Texas School for the Blind and Visually Impaired and Dell's creative partner VMLY&R, here's how this philosophy is brought to life and delivered through an unforgettable holiday experience.
RESULTS (Dell Technologies)
37MM MEDIA IMPRESSIONS
84% BRAND RECALL
61% INCREASE IN PURCHASE INTENT
4MM SOCIAL MEDIA IMPRESSIONS
THE CHALLENGE
Many people living with visual impairments do not know about the latest technology being developed, and the journey to try these devices can be overwhelming and expensive.
Dell Technologies and eSight Eyewear are full of optimists who truly believe tech has the power to solve some of the world’s greatest challenges, break down barriers, and create opportunity for all.
This experience was inspired by a television spot that featured a visually impaired woman at a ballet performance. Through a pair of advanced technology glasses, she was able to see a dancer twirling on stage for the first time. With Dell taking the lead on local event activation and eSight providing their latest wearable technologies for the event participants, The Unseen Ballet was born.
THE IDEA
The team in Austin equipped visually impaired people with electronic glasses that enabled them to view a live performance of The Nutcracker ballet performance for the first time. With more than 150 community members in attendance, it was a truly special event that brought families together through an experience that not only promoted inclusion, but also demonstrated how technology can break down barriers and open the door to new possibilities.
Within the Austin community, willing participants eagerly wanted the opportunity to try the eSight devices with guidance from technology partners – even before it was revealed that the devices would be theirs free of charge.
Through these conversations, we met Lily, a little girl who inspired us with her confidence, limitless imagination, and dreams to be a ballerina, despite having never seen the ballet before due to her condition. Lily and her family were among our honored guests to a performance of Ballet Austin’s The Nutcracker using their new eSight devices and we are thrilled to share her story here reported by People.
"The greatest gift technology can give us is hope."
THE RESULTS
The event and the guests’ stories touched people’s hearts and exceeded expectations. The event hosted 150+ community members with coverage by local Austin broadcast news affiliates, as well as national publications such as People and marketing industry press, reaching a potential audience of 37MM+.
After the event, the success of that night continued to filter in from the community. A few parents of children who received eSight devices said, “I didn’t know that you were giving away the units [and] thought they were only going to use them for the ballet… we appreciate this more than you could know” and “...you have changed [his] life forever.” As for Lily, from her mother Kimmy:"she navigates life with such strength and determination … eSight adds a huge element of mobility, and [the ability to] experience more of the world outside of the school building. That’s huge.”
