Ideasicle Audio Case #1

“VISIONary of the Year Award”

EXECUTIVE SUMMARY:

Last Fall, AMD asked Ideasicle to come up with a positioning line that could capture the essence of the AMD VISION line of processors for the average person looking to buy a PC. We analyzed their competition and the functionality of the new AMD “APU” chip, which combined the CPU and GPU into one chip that rendered graphics better than ever. During our “Explore Ideation,” we presented several options to AMD, but their favorite (and ours) was “VISION makes you more you.” The line de-positioned the competition by making the benefit about what was inside the user, not inside the machine. Armed with this new line, we moved to our “Hone Ideation” to concept a promotion demonstrating the truth of our new line. And that’s when we created a “Reverse Contest,” where AMD searched the nation for otherwise silent “VISIONaries” who use technology to fulfill their vision and warded them with technological prizes. These VISIONaries were also filmed in documentary form and those films were posted on a promotional web site, where it was up to the world who will be AMD’s first annual “VISIONary of the Year” winner.

AUDIO CASE DETAILS:

(Click under yellow thought bubbles to hear founder, Will Burns, describe the case, blow by blow)

The Problem:

How do we generate excitement and interest for AMD’s new processor, the VISION APU, which combines the CPU and GPU into one incredible chip that renders images more smoothly, quickly and beautifully than ever before, when faced with competition spending hundreds of millions of dollars in advertising?

The Team of Ideasicle Experts:

For this assignment, we were after a combination of account-guy sensibility, cultural insight, creative flair, as well as some great “visual” creative talent. After all, the VISION APU was a visual story.

The Insight:

While the competition brags about what its chip can do inside the machine, we wanted to show people how AMD VISION helps make you more of who you are outside the machine.

The Idea: The Reverse Contest

AMD secretly scoured the country for amazing “VISIONaries” who best represent the brand spirit and who use technology to fulfill their visions. AMD made them surprise winners of a contest, a contest you do not enter to win. They looked for artists, musicians, film makers, chefs, business entrepreneurs, etc. AMD showered their favorite nine VISIONaries with technological prizes from AMD and its OEMs. And then created documentaries of each winner for anyone to see on the campaign web site, and where anyone can vote for the one person they think should be the “AMD VISIONary Of The Year.” There was an award ceremony for the winners, making this celebration of human vision an annual event.

The entire campaign lived under the campaign theme, “VISION makes you more you.” Here are a few screen grabs from the promotional web site.

THE FOLLOWING SHORT VIDEO WAS PREPARED BY AMD’S IN-HOUSE AGENCY AND PROVIDES AN OVERVIEW OF THE ENTIRE CONCEPT.

WEB SITE: CLICK IMAGE BELOW TO SEE THE PROMO SITE LIVE

Ideasicle’s Role:

Ideasicle concepted the entire program using our Expert Sourcing model. We came up with the line, “VISION makes you more you,” during our Explore Step of ideation. We were then asked to Hone that idea, or bring it to life, through a wide-sweeping promotion that would work in-store, would support our OEM products and would be laced with viral components to help perpetuate the message. That’s when we concepted the “Reverse Contest” idea, which culminated in the “AMD Visionary Awards,” and we blew it out from soup to bytes.

Because Ideasicle does not execute its ideas as a matter of principle, AMD chose to deploy their existing executional partners for execution of this campaign. Ideasicle and our AMD clients briefed their internal agency as well as their outside partner, SolutionSet, who also enlisted Trailer Park for execution of the mini-documentaries.

“Ideasicle has proven to be an indispensable resource for marketing ideas at AMD. We loved this idea because, for the first time, it’s not all about the chip, but about what the chip means to people. We really think it’ll resonate.”

- Tony Fernandez-Stoll, VP, Americas Marketing at AMD

Monday, February 14, 2011

Launched:

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