Dialog Case Study

AMD 2nd Gen Ryzen Mobile Processor Global Launch

Breaking through the PC entertainment category

Client Overview

AMD is a global semiconductor company that develops computer processors and related technologies for business and consumer markets by providing the building blocks for gaming, immersive platforms and the datacenter.

Situation

AMD was launching their 2nd Gen AMD Ryzen™ Mobile Processors with Radeon™ Vega Graphics globally and wanted to create excitement, build consideration and generate demand for their new offering that provides the ultimate entertainment experience to consumers.

Dialog was asked to deliver compelling messaging across distinct personas and campaign concepts while leveraging the overall AMD corporate brand and value proposition across all communications vehicles globally.

Insights, Action, and Creative Strategy

Designed an integrated marketing approach beginning with the brand idea of “breakthrough entertainment experiences” that was extended cohesively throughout all global, marketing communication initiatives across media, target audiences, and marketing efforts to generate buzz and consideration.

Creative concepts and messaging were extended by areas of focus (entertainment, gaming, productivity, etc.) and product levels (Ryzen 3, 5, and 7) with engaging and cohesive visuals to deliver a great user experience.

“Intel Corp. spent more in marketing and administrative expenses last year than Advanced Micro Devices made in revenue. When it comes to generating buzz, though, there is little doubt that the smaller chip maker has vastly outmaneuvered its much larger peer.”

Wall Street Journal
May 28, 2019

Read Article

Results

  • Campaigns launched globally in toolkit format including all creative assets and were then translated and rolled out in each region worldwide (US, APJ, GC, EMEA, LATAM).
  • Concept of break-through entertainment, persona profiles and associated content was fully embraced globally
  • In 2020, AMD’s compute and graphics segment had the highest value AMD has recorded in 12 years.
  • Mobile processor revenue has doubled.
  • Xbox and PlayStation launched with AMD Ryzen processors.

“The breakthrough global messaging and creative campaign that Dialog developed was spot-on! It not only met the unique needs of the regions but was also fully embraced and adopted for our integrated launch efforts across business units.”

Crystal Cook, Mainstream Consumer Campaigns, AMD

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