Dell, HP, Intel, Lenovo and Microsoft are collaborating for the first
time on a joint advertising campaign that showcases the exciting
innovation in today’s newest personal computers (PCs).
The combination of Intel’s best processors ever – 6th Generation Intel
Core processors – Microsoft’s latest Windows operating system – Windows
10 – and some of the thinnest and most innovative designs ever from
Dell, HP and Lenovo was the driving force for these companies to align
around an aspirational and educational message for the PC category.
The six-week campaign, which begins Oct. 19 in the United States and
China, highlights the significant innovation in today’s PCs, prompting
consumers to ask “PC Does What?” and inspiring them to question whether
their current PC can do the same. The integrated campaign will run
across TV, digital and social elements, complemented by native
advertising, to reinforce the advanced capabilities of the modern PC.
PC Does What
Today’s PCs categorically represent a major leap forward for all users,
from mobile workers to gamers, delivering a range of exciting
experiences and significant advancements over older systems. These
include:
-
Leave the power cord behind – the latest PCs offer true
wireless flexibility with battery power that lets you work
uninterrupted for hours on end;1
-
Immerse yourself in the game – with higher resolution, better
details and faster frame rates, these new PCs deliver amazing gaming
experiences with up to 30 times better graphics versus a 5-year-old
system;2
-
Smile and log in – no need to remember a password when you can
log in to the PC with your face using facial recognition;3
-
Don’t waste time waiting – get tablet-like responsiveness in
the latest 2 in 1 PCs that power on instantly with the touch of a
button.
The campaign’s five TV spots each highlight a different feature that
surprises and delights the consumer. The campaign uses native
advertising to create storylines through editorial and video that will
show, share and personalize PC experiences in a relatable way. The
PCdoeswhat.com microsite serves as the campaign landing page, giving
consumers direct links to the native content and interactive information
about the various PCs and features showcased throughout the campaign.
The joint campaign is designed to complement each company’s respective
fourth quarter marketing efforts and will conclude on Nov. 30.
The new PCs highlighted in the campaign and more are currently on the
market, with more expected to arrive in time for the holidays.
“The possibilities of today’s PCs are endless, but millions of people
are still using outdated systems,” said Karen Quintos, senior vice
president and chief marketing officer at Dell. “For consumers and
business users alike, entirely new benefits and features come standard
in the latest devices. Now is the perfect time to experience what you’ve
been missing.”
“Today’s PCs featuring new designs and innovative form factors reimagine
the promise of personal computing, bringing to life new experiences,”
said Antonio Lucio, chief marketing officer, HP. “HP is excited to join
forces with our partners and counterparts in the industry to tell the
story of personal computing in a way that captures the imagination of
what’s possible.”
“People buy integrated devices comprised of an operating system,
processor and form factor,” said Steven Fund, chief marketing officer,
Intel. “With unprecedented, substantive innovation in the PC category,
it only made sense for us to tell our story together.”
“Collectively, we have made so many innovative strides that the
‘everyday’ PC experience that people have come to expect has changed
profoundly,” said David Roman, chief marketing officer, Lenovo. “We are
talking revolution, not evolution, to such an extent that we stand
unified in our commitment to educate and excite the market. In
particular, the U.S. and China are the No. 1 and No. 2 PC markets in the
world, and we believe that there are millions of consumers in these
markets who will be interested in what today’s PC can do.”
“Powered by Windows 10, the modern PC has ushered in a new era of
innovation,” said Chris Capossela, executive vice president and chief
marketing officer, Microsoft. “It seems only appropriate that the key
players in this industry rally behind a single campaign to drive
awareness about the innovative hardware and software propelling this
change.”