Branding / Advertising / Design
Qualcomm had an identity problem. While its Snapdragon processors were commissioned by everyone from smartphone manufacturers to automotive providers, their presence was invisible. So when they set out to release the very first processor powering laptops with built-in AI, that had to change.
What’s a processor with built-in AI? It's a question we needed to answer in a way that went beyond speeds, feeds, NPUs, and CPUs. So we instead leaned into the way people feel using these revolutionary new devices—empowered, elevated, secure, and free of limitations. By graphically representing the powers of the new processor in a lively, entertaining way, we helped them launch in a highly visible way that stood out in a market overrun by metrics and benchmarks.
THE RESULTS:
13% unaided brand recall growth
87M impressions
32M+ video views
177% unit increase post-campaign launch (4x baseline)
10% market share for Windows PCs over $800 in US
28x increase in web visits YoY
2,400+ qualified leads
72PT uplift in ‘improves productivity for business’ sentiment
Creative Direction: Scott Thibodeaux
CD/Art Direction: Stephanie Arculli
CD/Writer: Kevin Seidel