For the launch of their new range of colour printers, Dell needed to develop an EMEA-wide internal campaign which would raise awareness of the products and generate excitement on the sales floors. The 'Time for Colour' concept got developed and a strapline to communicate two main messages - that the low cost of Dell's range meant there was never a better time for the consumer to upgrade from black and white, and that the high performance products made colour printing as quick as monotone.