DDB  San  Francisco’s  New  Creative  for  Qualcomm  Brings  a  More  Amazing  Future  Forward  Faster  

 Latest  Installment  of  “Why  Wait”  Brand  Campaign  Showcases  Qualcomm  as  

the  Essential  Accelerator  of  Innovation              Date   January  04,  2016  

Location    San  Francisco,  CA  

   Today  Qualcomm,  a  wireless  technology  and  innovation  company,  will  begin  rolling  out  the  next  phase  of  a  national  campaign  created  by  DDB  San  Francisco.  The  campaign  is  a  continuation  of  an  integrated  global  effort  –  titled  “Why  Wait”  –  that  debuted  last  spring  to  establish  Qualcomm’s  inventive  spirit  and  essential  role  in  driving  progress  in  the  mobile  industry  and  beyond.      Qualcomm  has  connected  the  phone  to  the  Internet  and  is  now  working  to  connect  the  Internet  to  everything.  This  continuation  of  the  “Why  Wait”  campaign  brings  to  life  Qualcomm’s  restless  spirit  to  invent  and  share  technologies  at  speed  and  scale.      The  work  poses  intriguing  questions  about  the  future  of  technology  and  declares,  “As  the  world  asks  ‘what’s  next?’  Qualcomm  says,  ‘Why  Wait.’”  The  new  work  brings  to  life  key  Qualcomm®  innovations  across  the  Internet  of  Things,  Connectivity,  Cognitive  Technologies  and  Mobile  experiences.      The  integrated  campaign  includes  video,  experiential,  print,  OOH  and  digital  placements  that  work  together  to  demonstrate  how  Qualcomm®  technologies  are  bringing  the  future  forward  faster  and  making  a  positive  impact  on  everyday  life.      The  new  campaign  creative,  which  targets  tech  influencers,  includes  two  compelling  initiatives  that  make  its  point  impossible  to  ignore:  A  set  of  new  Qualcomm  videos  titled  Qualcomm  Connections  Series;  and  Qualcomm  Invisible  Museum.    

Qualcomm  Connections  Series  –  Qualcomm’s  new  videos  build  stories  around  the  connections  that  Qualcomm®  wireless  innovations  bring  to  billions  of  people.  Across  three  different  narratives,  there  are  several,  digestible  pieces  of  video  content  that  describe  specific  Qualcomm  contributions.  The  interwoven  videos  connect  to  form  a  narrative  fabric.  The  episodic  release  of  

this  content  creates  a  powerful  story  that  explains  Qualcomm’s  role  in  accelerating  the  future  of  mobile,  IoT  and  connectivity  technologies,  and  why  it  is  essential  in  the  world.    o “The  Date”  follows  a  couple  through  a  night  out  in  a  smart  city  and  smart  home,  showcasing  

how  Qualcomm®  technology  is  shaping  the  Internet  of  Things.  o “The  Festival”  features  a  family  and  friends  at  a  music  festival  and  shows  how,  even  in  a  

crowd,  Qualcomm®  technologies  make  connections  strong  and  secure.  o “The  Terminal”  illustrates  a  smarter,  sleeker  future  as  a  fashion-­‐forward  businesswoman  

strolls  through  an  airport  terminal,  where  her  experience  is  enhanced  by  Qualcomm®  intuitive  cognitive  technologies.    

True  to  the  nature  of  the  content,  the  video  will  be  connected  online  across  Qualcomm.com/whywait,  Instagram,  Facebook,  YouTube  and  custom  digital  units.  “The  Date”  is  the  first  video  to  launch  in  January,  with  “The  Festival”  and  “The  Terminal”  to  follow  in  February  and  March.  

 Qualcomm  Invisible  Museum  (experiential)  –  Qualcomm  will  introduce  the  “Invisible  Museum”  at  CES  2016  in  its  booth,  an  interactive  experience  that  turns  an  empty  space  into  a  vibrant  exhibit  that  allows  people  to  see  Qualcomm  and  its  contributions  like  never  before.      It  demonstrates  how  the  company,  whose  innovations  are  mostly  invisible,  inspires  amazing  experiences  and  connections  surrounding  us  everywhere.      Qualcomm  and  DDB  San  Francisco  partnered  with  developer  Nexus  Interactive  Arts  to  create  the  interactive  experiences  that  pair  museum  pedestals  with  tablets  by  using  augmented  reality.  When  visitors  hold  their  tablets  up  to  one  of  the  pedestals,  what  looked  like  a  blank  space  will  come  to  life,  ultimately  making  key  Qualcomm®  innovations  visible.    

 “To  bring  Qualcomm’s  story  of  innovation  to  life  we  really  had  to  push  what  was  possible  in  branded  content,”  said  Todd  Grantham,  President/CEO  DDB  San  Francisco.  “I’m  proud  of  how  the  ‘Why  Wait’  campaign  is  helping  to  build  the  global  Qualcomm  brand  by  demonstrating  how  their  innovations  are  impacting  our  lives  and  advancing  progress  at  rapid  speed.”        About  DDB  DDB  Worldwide  (www.ddb.com)  is  one  of  the  world's  largest  and  most  awarded  advertising  and  marketing  networks.  In  2012  DDB  was  named  Advertising  Network  of  the  Year  by  Campaign,  as  well  as  Agency  of  the  Year  and  Digital  Agency  of  the  Year  by  Strategy  magazine.  At  the  prestigious  2012  Cannes  International  Festival  of  Creativity,  DDB  won  82  Lions,  the  most  ever  for  the  network.  In  addition,  The  Gunn  Report  has  listed  DDB  as  one  of  the  Top  3  Global  Networks  for  the  last  12  years.  The  agency's  clients  include  Volkswagen,  McDonald's,  Unilever,  Mars,  Johnson  &  Johnson,  and  Exxon  Mobil,  among  others.    Founded  in  1949,  DDB  is  part  of  the  Omnicom  Group  (NYSE)  and  consists  of  more  than  200  offices  in  over  90  countries  with  its  flagship  office  in  New  York,  NY.    

 About  Omnicom  Group  Inc.  Omnicom  Group  Inc.  (NYSE-­‐OMC)  is  a  leading  global  marketing  and  corporate  communications  company.  Omnicom’s  branded  networks  and  numerous  specialty  firms  provide  advertising,  strategic  media  planning  and  buying,  digital  and  interactive  marketing,  direct  and  promotional  marketing,  public  relations  and  other  specialty  communications  services  to  over  5,000  clients  in  more  than  100  countries.  For  further  information  on  Omnicom  and  its  brands,  please  visit  www.omnicomgroup.com    Press  Contact:  Christie  Giera  Director  of  Corporate  Communications,  DDB  Worldwide  Christie.Giera@ddb.com  +1  212  415  2186  

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