bringing snapdragon to life 05.14.13

topdrawer mission Open your top drawer. Sift through the chaos. What’s left? The most precious items, the ones you hold dear above all else. Our aim is to open the world’s eyes to the value that lies at the core of our clientele. In essence, we aim to unlock our clients’ top drawers.

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meet topdrawer

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table of contents

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Where you’ve been: history & background 5 Where you are now: brand, industry and competitive research 9 Where you’re headed: campaign objectives & target research 14 Insights & strategy 31 Big idea 40 Creative executions 43 CRM extensions: promotions & experiential 49 Media strategy 54 Media breakdown 58 Evaluation & results 67 Long-term recommendations 69 Bibliography 71

where you’ve been

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history

Founded in 1985

Began the manufacturing of CDMA cell

phones in 1992

Naming of the Qualcomm Stadium in

1997

Focus shifted to developing and licensing

wireless technology in

1999

Gobi-enabled chipsets

commercially available in

2008

First chipsets in Snapdragon

available in 2008

Snapdragon processor

naming simplified for the public in

2011

Snapdragon 800 and 600 processors revealed in

2013

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background Other brands have three to four components in their phones, while the Snapdragon processor is wrapped into one small package. Snapdragon technology is generations ahead of major competitors. Most people already use Snapdragon-powered products without knowing it.

Line-up

•  Blackberry

•  Android

•  Windows Phone

Superiority Over Competitors

•  Faster loading

•  Higher quality graphics

•  Does not overheat

•  Battery life

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SEAMLESS snapdragon advantage

LIFE VISUAL

Superior battery life that allows for more doing.

Smoother transitions from one app to another. Continuous game play. Uniform quality.

Whether you’re a designer, gamer or serial Facebook-er, Snapdragon provides striking graphics that enhance every user experience.

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where you are now

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brand architecture

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Qualcomm

Chipsets

Snapdragon Gobi

Connectivity

Qualcomm Atheros

swot analysis

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STRENGTHS •Patents and licensing •Research-focused and entrepreneurial spirit-based thinking •More advanced technology than the competition

WEAKNESSES •Absence of relationship with partners higher on supply/distribution chain •Lack of brand awareness amongst consumer base

OPPORTUNITIES •Develop relationship directly with consumer base •Build out CRM program to connect with existing and potential brand advocates

THREATS •Advancing competitor technology •Competitive brands already have existing, direct consumer relationships •Competitor brand awareness with consumer base

supply chain

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Supplier/Ingredient Brand

• Qualcomm Snapdragon Processor

OEM

• Blackberry • HTC • LG • Motorola • NEC Casio • Nokia • Pantech • Samsung • Sony • T-Mobile • ZTE

Carrier

• AT&T • Sprint • T-Mobile • US Cellular • Verizon

End Consumer

current advertising strategies

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Emotional Messaging

Technical Messaging

Negative Tone

Positive Tone

where you’re headed

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objectives 1. Build awareness of the Snapdragon sub-brand today, while building the Qualcomm brand long-term.

2. Develop a CRM component to build loyalty for users of Snapdragon-enabled devices.

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-  Early tech adopter -  Less trendy, more practical -  More email/calendar, less

multimedia -  Organized, analytical,

hardworking -  56% male, slightly under 40,

married - Early tech adopter and social

influencer -  Upgrades phone every one to

two years -  Cares about specs and style -  Reads about technology -  52% male, slightly under 30,

single

Secondary: Cutting Edge

Primary: Next Follower

Qualcomm’s Target

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- Early tech adopter and social influencer

-  Upgrades phone every one to two years

-  Cares about specs and style -  Reads about technology -  52% male, slightly under 30,

single -  Early tech adopter -  Less trendy, more practical -  More email/calendar, less

multimedia -  Organized, analytical,

hardworking -  56% male, slightly under 40,

married

Secondary: Next Follower

Primary: Cutting Edge

Recommended Target

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why “cutting edge”?

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Primary: Cutting Edge

meet kieran Kieran is a 29-year-old entrepreneur who works hard and plays harder. He’s smart with his money and is willing to spend on quality products. The people around him come to him to find out about the next best thing in technology. He’s a technology, sports and premium programming enthusiast. He views his technology purchases as investments and expects them to keep up with his fast-paced lifestyle. Reliability and power are essential.

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meet dani Dani is a 25-year-old working professional in the fashion industry. She is always on the go and does not have the time for poor performing products. She documents her experiences and shares them with her large following on her lifestyle blog and through other social media. She likes to share information about upcoming products. Her friends usually look to her for advice when it comes to purchasing tech products. She invests in sleek, yet functional and reliable technology.

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research: methodology •  Primary Research

–  Surveys –  1-on-1 interviews –  In-store shopper diaries

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research: methodology •  Secondary Research

–  Competitive research –  Industry research –  Social listening

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research: survey

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•  Sample size: 192 respondents •  Focused on:

–  Phone and tablet behavioral habits –  Purchase criteria –  Brand recognition –  Familiarity with mobile processors

•  Results: –  Lack of brand and product awareness –  No interest in learning

research: interviews

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•  Lack of Qualcomm brand awareness and Snapdragon product •  Limited knowledge and understanding of mobile processors •  Emotional connection to devices – they see their phones as an extension

of themselves

research: shopper diaries

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•  Posed as potential customers looking to purchase a phone at both retail stores and carriers –  Best Buy, Target, Costco,

AT&T, T-Mobile, Verizon

•  Results: –  Lack of knowledge about

Qualcomm brand product offering and Snapdragon processors

research: top competitors

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CPU GRAPHICS CONNECTIVITY DISPLAY

Snapdragon 800

Krait 400 CPU (2.3 GHz) Adreno 330 (advanced graphics)

4G LTE, WiFi, USB, BT, and FM

Support for up to 2560x2048 display;

Miracast 1080p HD support

Intel Atom Z2480

(2 GHz) Intel® GMA 600 Graphics 3G, WiFi, Wi-Max 1366x768 LVDS

1024x600 MIPI

Tegra 4

Quad-Core ARM Processor (ARM CORTEX-A15)

(1.9GHz)

NVIDIA GeForce & ARM Mali T-600

Optional LTE Chipset HSPA+

TD-HSPA

LCD (3200x2000)

HDMI 4K (UltraHD)

AMD Hondo

Dual Core CPU based on AMD’s Bobcat architecture

(1.0 GHz)

AMD Radeon™ HD 6250 Graphics USB 3.0 1024x768 Resolution 30

fps

Samsung Exynos 5 Quad

Cortex-A15 Dual Core Mobile CPU (1.7GHz 3D graphics processor WiFi

1080p 60f ps Multi Format Codec

8Mpixel 30 fps

research: industry

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•  Chip manufacturing industry is highly competitive and marked by: –  Rapid technology change –  Constant evolving industry standards –  Declining average selling prices

•  Competitive factors: –  Performance –  Product offering –  Access to customers –  Software support –  Manufacturing capabilities

social listening •  The Snapdragon fan base is not comparable to its competitors in the

social space.

Followers Convos Followers Followers Followers Followers Followers

348K 3K 21K 55 66 1K N/A

18.9M 591K 1.3M 3.9K 440K 52K 3K

1.3M 11K 814K N/A 3.9M 138K N/A

3.2M 63K 526K 4.8K 161K 231K 3K

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social listening

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•  Conversations related to Snapdragon across social media are primarily re-tweets and posts related to articles without any personal sentiment.

•  Evaluations of major social channels reveal there is an opportunity for Snapdragon to better engage and communicate with its followers.

Snapdragon Conversation Cloud:

social listening

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initial insights

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ignorance

what does our target care about?

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“my life moves quickly and I need a phone that can keep up.” •  Their work and social lives are active and they expect that their phone

delivers information fast and when they need it most. •  They are afraid of missing out and being disconnected from the people

that matter most. •  They feel that their phones are an extension of themselves, and get

anxious when it is not readily charged and available.

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they see their phone as an extension of themselves.

80% Of smartphone users check their phones within 15 minutes of waking up.

Four out of five of them say it’s the first thing they do in the morning.

79% Of smartphone users have their phones on or near them for all but two hours of the waking day.

25% Of smartphone users could not recall a time of the day when their phone was not in the same room as them.

“I am permanently checking my phone. The only time I’m not checking it is when I’m sleeping.”

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they are afraid of missing out on the world their phone connects them to.

“My lifeline to the outside world is gone... complete isolation.”

“It gives me crippling, extreme anxiety. I could potentially be missing an important call.”

“Annoyed.  Relieved.  Insecure. Wonderment at why they can’t design longer batteries.  Scared of what I’m missing.”

“I feel like I've been cut off from the world.”

When their battery dies…

“I feel lonely and insecure that everyone is hanging out without me.”

“I feel paralyzed without my phone. I forget I can find answers in other places.”

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key insight: people have a fear of missing out

strategy

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strategy Rather than focus on the technicalities of the phone, make the messaging emotional.

Create a tagline and campaign that makes people remember the Snapdragon name and create curiosity to want to find out more.

Snapdragon keeps users from falling off the grid.

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big idea The remedy to the “Oh Snap” moment

Oh Snap |ō| |snap| adjective

experiencing worry, unease, nervousness or anger typically due to your phone battery dying

“Oh Snap! My phone is dead. If I die, no one will know!”

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tagline

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“With devices powered by Snapdragon, you won’t miss

a thing.”

executional strategy Highlight the poor battery life of other phones by showing the “Oh Snap” moment when the competitor phone dies. Reveal the Snapdragon phone owner (with battery life left) as the solution.

Overall tone: -  Evoke panic, uneasiness, nervousness, or anger due to a dead phone battery -  Create a sense of relief with Snapdragon as the hero

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translating our strategy into deliverables

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executions: broadcast

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out of home: billboard

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digital: banners

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digital: mobile

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out of home: transit

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developing advocates: CRM Three primary tactics will enable us to build out the Snapdragon CRM program and develop brand advocates through mediums relevant to the target consumer.

•  Social media outlets •  Contests/promotions •  Event integration

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CRM: social media Redefining customer relations CRM is no longer a database of emails to spam handraisers, but a two-way conversation with the consumer. Using our social channels, we will deliver content related to our campaign, as well as existing Snapdragon content, product information and tech news to the consumer. These elements will give users valuable content and will encourage them to drive Snapdragon conversations.

Focusing on these mediums allows us to re-define what it means to develop and maintain a relationship with the consumer.

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CRM: contests Share your “Oh Snap” moment We will ask users to submit their own “Oh Snap” moment via Vine/Twitter to possibly be featured in the next Snapdragon commercial. This initiative will invite consumers to re-live the moments with their competitor phones that made them fall off the grid, and remind them why Snapdragon provides a superior product.

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The winner will receive VIP treatment at the 2014 San Diego Comic-Con and will document their experience as a part of the prize via their Snapdragon device to share on Snapdragon social channels.

CRM: contests “Oh Snap” Challenge Contest Rules 1.  Make a Vine video showing your worst #OHSNAP moment. 2.  Tag your Vine videos with “#OHSNAP,” “@Snapdragon” and “@Qualcomm.” 3.  Get as many people to share and like your video as possible for a chance to

have your #OHSNAP moment be in the next commercial.

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Evaluation Strategy Monitor two groups within the social space: Content Creators: those who participate in the contest Fans: those who vote on entrants and share videos

CRM: events Strategy Offer value at major events that Kieran and Dani won’t want to miss out on. •  Charging stations at music festivals and technology conventions/tradeshows

–  Feature stations that enable users to “Find their Snapdragon Device” –  Leverage existing Snapdragon assets in order to spread Qualcomm/Snapdragon benefits

messaging

•  “Taste test” interactive staging area to better understand benefits of product •  Street teams with solar charging panels

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media research approach

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•  Developed insights into target’s media consumption behaviors through MRI data –  Data derived using qualifiers that aligned with target characteristics – new technology

category influencers, heavily dependent on smartphones, etc.

•  Ran rankers across all media outlets to show over-indexing behaviors to guide media plan recommendation –  Specific demos built around target characteristics were used to run rankers to ensure data

accuracy

•  Conducted social listening to gauge current sentiments of Snapdragon and Qualcomm brands

media strategy

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Utilize targeted media placements to increase brand awareness and to communicate the value of the Snapdragon product.

•  Presence in broadcast throughout campaign to generate initial awareness and to maintain curiosity and interest

•  Hone in on the “Cutting Edge” demo with heavy digital targeting and to employ as a cross-promotional tool

•  Encourage brand interaction through social media with immersive opportunities

•  Take advantage of major annual events to create experiential opportunities, engage the demo and generate brand awareness

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media snapshot

flighting strategy

Re-introduce Snapdragon

Target the “Cutting Edge” and develop

fan base

Hone in on Kieran & Dani

Speak to the

loyalists

Q4 ‘13

Q1 ‘14

Q2 ‘14

Q3 ‘14

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40%

12% 18%

24%

6%

Q4 '13: Hit Them Big

TV Print Outdoor Digital Mobile

38%

28%

6%

20%

8%

Q1 '14: Build it Up

TV Outdoor Digital Mobile Experiential

the breakdown

$2.5 MM $6.0 MM

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17%

11%

71%

Q2 '14: Living it Up

Digital Mobile Experiential

50%

27%

10%

13%

Q3 '14: All About You

TV Digital Mobile Experiential

the breakdown

$3.5 MM $3.0 MM

broadcast television

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$1MM Network $3MM Cable 27% of total budget

•  Utilize network and cable TV to create awareness and build reach •  Presence in networks and programs that over-index against target •  Higher frequency in cable for efficiency

print & tablet editions

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$700K 5% of total budget

•  Editorial content •  Aligns with lifestyles and interests •  Presence in tablet editions to allow for more engagement with Snapdragon

ads

digital & mobile

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$2.99MM Digital, 20% of total budget $1.56MM Mobile, 10% of total budget

•  Top over-indexing media consumption behavior for target •  Capabilities to specifically target demo •  Focus on technology properties and lifestyle properties that over-index

social

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$850K 6% of total budget

•  Usage across multiple platforms that over-indexes on rankers •  Employ CRM initiative and tie into other campaign components •  Effective way to reach our specific target

out of home

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$1.8MM 12% of total budget

•  Broad but targeted placements to reach demo •  Utilize to create awareness and curiosity •  Capitalize on specific seasons, time periods and events

experiential

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$3.1MM 21% of total budget

•  Allows for high percentage of reach to both target demo and general audience

•  Opportunity for interactive, engaging executions

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KPIs & evaluation tactics

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•  Increase digital footprint by 20% –  Click-through rates –  Lead generation –  Increase unique visitors to “Find Your Phone” page on Qualcomm site

•  Increase social lift by 30% –  Social property followers –  Positive social sentiments –  Earned media presence

•  Contest participation and interaction –  Video views and votes –  Festival and convention activations

results Kieran and Dani: •  Seek out and demand Snapdragon devices because they don’t want to

miss out •  Become advocates and spread the Snapdragon advantage to their social

circles today, while building and nurturing brand loyalty of Qualcomm in the long term

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KIERAN DANI

long-term recommendations •  Develop relationships with retailers and carriers to gain in-store real

estate opportunities to promote Snapdragon at point-of-sale –  Enable co-promotion with phone manufacturers –  Educate the consumer and the sales staff to become brand advocates

•  Online incentive-based training for employees of retailers and carrier stores to understand the value of Snapdragon devices

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thank you

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bibliography

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