Brief:
AMD asked us to create a new brand positioning and integrated global marketing campaign to take on the mighty Intel, the company controlling 80% of the PC processor market. AMD’s chips were equal to Intel in performance, but their marketing spend was only a tiny fraction of Intel’s. AMD needed a smarter way than pure advertising to persuade consumers to switch and wanted us to produce a complete toolkit of marketing assets that could be rolled out across the globe.
Solution:
Intel was the default choice, but the brand had no ‘talk value’. AMD had a new generation of 64 bit dual core chips and a big fan base of gamers, because AMD processors enabled them to play games, faster and more smoothly. AMD’s lower price also let them spec up their machines 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 was limited, letting Intel drive the majority of customers into stores where we then switched them at point of purchase, by educating them about the benefits of AMD over more expensive Intel based products.
Results:
My Agency's '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.
Global Marketing Toolkit, (strategy, design, advertising templates, photolibrary, POP & Instore marketing materials & implementation programme by My Agency)
Examples of print advertising for different kinds of AMD processors
Building on the success of the 2005 campaign, 2006 saw a brand refresh and new global marketing toolkit.
Marketing and communications toolkits for new product launches
