Snapdragon is a Qualcomm brand specializing in chipsets for mobile and portable devices
Qualcomm Technologies are a market-leader in semiconductors, software, and services for the Wireless industry.
The Snapdragon brand is an established name in the mobile processing space, and Microsoft showed confidence in the Snapdragon X Elite processor’s ability to enable new AI features in its newly-launched Copilot+ PCs.
Snapdragon X Elite represented the first major shift in Windows PC architecture for over 50 years. The trouble was, Qualcomm weren’t known for their PC technologies.
Our goals – while plenty – were clear:
- Establish the iconic Snapdragon brand among risk-averse IT decision makers in enterprise organizations
- Help introduce a new category of Copilot+ PCs powered exclusively by Snapdragon X Elite
- Introduce the idea of an AI PC while also defining what exactly that meant
- Drive sales across our key regions
RESULTS AT A GLANCE
9PT
increase in aided awareness
18PT
increase in familiarity
25PT
in purchase intent
177%
increase in unit sales post-campaign launch
INSIGHTS & STRATEGY:
EVERYONE LOVES A GOOD UNDERDOG STORY
Our strategic insight was as simple as it was powerful: Digital drudgery is spurring apathy in tech. When workers are overwhelmed, projects are delayed. Innovation suffers. With devices powered by Snapdragon X Elite, employees could focus on delivering their best work.
In a market dominated by Intel and AMD, launching a new category of AI PCs powered by Snapdragon X Elite breathed life into a stale and tired Windows landscape. For the best part of a decade, Apple’s Macs handily won the performance/battery life debate – with commercial end-users having to sacrifice one of performance or battery life to stay in the Windows ecosystem.
This changed with the launch of Snapdragon X Elite.
THE BIG IDEA:
THE POWER TO MOVE YOUR BUSINESS
We combined heart and brain, science and art to create the POWER TO MOVE YOUR BUSINESS platform. Snapdragon X Elite boasted performance gains that had to be felt to be believed. Onboard intelligence that felt anything but artificial.
By teaming up with a professional production team, we used special effects to make the benefits of using a device powered by Snapdragon the beating heart of the creative platform. This was supported by high-impact photography, vibrant color palettes, and bold copy to contrast the competition.
EXECUTION:
MEETING USERS WHERE THEY WERE
We used online and offline tactics leveraging ABM targeting with a B2C-inspired activation kick across three account tiers in the US, UK, and Germany: Tier One (50 accounts), Tier Two (500 accounts), and Tier Three (3,500 accounts).
We activated across 6sense, LinkedIn, programmatic, CTV, Qualcomm.com, industry publications and events, digital OOH, search and partners to bring the campaign to life. This laddered up to halo brand-building activity for the wider Snapdragon brand in:
- A collaboration with artist, Odesza for ‘ECHOES’
- Front of shirt sponsorship for Premier League football team, Manchester United
- A spot on the Mercedes-AMD Petronas F1 team livery
RESULTS
The POWER TO MOVE YOUR BUSINESS platform has been so impactful that it’s even influenced Qualcomm’s approach to consumer-facing campaigns – showcasing the tangible business benefits of a holistically planned GTM strategy.
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
This campaign showed how Snapdragon X Elite is redefining the PC category, setting new industry benchmarks in power efficiency, on-device AI, and performance while elevating the Snapdragon brand in the commercial space.
Scott Whisenhunt,
Global Marketing Lead, Qualcomm
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