AMD were our very first client. They asked us to create a new brand positioning and integrated global marketing campaign to take on Intel who controlled 80% of the PC processor market. AMD’s chips were equal to Intel in performance, but their marketing spend was only a fraction of Intel’s. So AMD needed a smarter way than pure advertising to persuade consumers to switch, a complete toolkit of marketing assets and sales aids that could be rolled out globally.
AMD’s new 64 bit dual core chips had a big fan base of gamers, because they let them play games faster and more smoothly. AMD’s lower price also let them spec up their computer over Intel based PCs. For them, AMD was a smarter choice. More PC for less money. My Agency proposed and executed a switch-sell campaign, based on the theme of 'The Smarter Choice'. Advertising budgets were limited, so we let Intel drive customers into stores and switched them at point of purchase by educating them about the benefits of choosing a PC with an AMD chip versus a more expensive Intel based computer.
Our 'The Smarter Choice' campaign was adopted globally and rejuvenated AMD's fortunes. The integrated programme helped drive up both global sales and margin to record levels, 70% in the case of sales. Importantly major new PC manufacturers like Dell started using AMD alongside Intel for the first time.