Ideasicle Audio Case #1
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:

The Team of Ideasicle Experts:

The Insight:

The Idea: The Reverse Contest

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:

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: