PERFORMANCE UNPLUGGED
LET’SGIVE 55%
Qualcomm was a newcomer to the Windows PC market
It was a market Intel had long dominated and represented the status quo, but they had a dirty little secret: The PCs they power could cut performance to as little as 55% away from a wall plug.
When we discovered this, we knew we had the perfect challenger brand angle for Qualcomm’s new Snapdragon X Series PC chips.
Stepping out of B2B’s safe zone
Facing entrenched competitors with 10x Snapdragon’s media budget, we had to go big or go home. Stepping out of B2B’s safe zone of long spec sheets, we went all in with an unapologetic Intel assault, saying:
Nobody asks for 55% – from their team, their office, or their PCs.
By serving this truth on a platter of bold metaphors, surreal world-building, and simple comparisons, we hammered that point home.
The creative idea
Let’s Give 55% highlights the absurdity of accepting 55% through humorous vignettes.
- A sports coach telling his team to get out there… and give 55%.
- A general on the front lines performing a rousing speech… asking his troops to give just over half their effort.
- And a CEO standing on stage, excited to tell you that – you guessed it – you’re only getting 55% of your bonus.
The spot was filmed on a phone powered by Snapdragon, with a significant portion captured practically in-camera – showcasing both the creative determination of our team to avoid a sea of AI-feeling sameness, and the absolute belief Qualcomm has in its silicon.
What made this unique
Tech B2B usually begins and ends with spec sheets filled with speed and feeds. This was a decisive departure, leaning into a bold attack with humor.
We invited audiences to picture their own company working at 55% every time they unplug a PC to go to a meeting.
And we brought that to life with a passionate coach, an out-of-touch CEO, a bride on the edge, and a fully armed battalion.
The results
Daring to take this new B2B approach paid off. We achieved the highest brand recognition scores in IPSOS testing history, along with results that need no hype, like:
+4,155%
nurture enrollment QoQ
+1,596%
clicks YoY
+577%
impressions QoQ
+29.4%
in recommendations
+60%
in brand preference
+59%
in purchase intent
35% CTV
lift overall
across all frequency buckets & demographic profiles
Sales soared past projections to
5M+ units sold