EMC/Dell AX for AP Video: Explaining a New Product

What we did


EMC (now OpenText)

EMC (now EMC/Dell) reached out to Molly Duggan Associates to raise awareness of its Accounts Payable application, A/X Extender. 

EMC/Dell aimed to increase brand recognition with its target audience, integrate with a coordinated campaign, and guide the audience to the A/X website landing page. The solution was a brief explainer video with a lighthearted tone that conveys benefits such as reduced ease-of-use, cost, speed, and efficiency.


The video’s focus on benefits such as reduced ease-of-use, cost, speed, and efficiency was key to its success, providing viewers with clear and compelling reasons to learn more about the product.

The A/X website landing page was an integral part of the campaign, providing viewers with a convenient way to access additional information and take the next step in the purchasing process.


The digital future is where human progress is transformed by technology."