2. 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.
2
4. table of contents
4
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
6. 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
6
7. 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
7
8. 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.
8
11. swot analysis
11
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
15. 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.
15
16. - 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
16
17. - 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
17
19. 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.
19
20. 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.
20
23. research: survey
23
• 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
24. research: interviews
24
• 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
25. research: shopper diaries
25
• 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
26. research: top competitors
26
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
27. research: industry
27
• 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
28. 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
28
29. social listening
29
• 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:
34. “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.
34
35. 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.”
35
36. 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.”
36
39. 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.
39
40. 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!”
40
42. 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
42
49. 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
49
50. 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.
50
51. 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.
51
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.
52. 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.
52
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
53. 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
53
54. media research approach
54
• 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
55. media strategy
55
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
58. 58
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
59. 59
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
60. broadcast television
60
$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
61. print & tablet editions
61
$700K
5% of total budget
• Editorial content
• Aligns with lifestyles and interests
• Presence in tablet editions to allow for more engagement with Snapdragon
ads
62. digital & mobile
62
$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
63. social
63
$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
64. out of home
64
$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
65. experiential
65
$3.1MM
21% of total budget
• Allows for high percentage of reach to both target demo and general
audience
• Opportunity for interactive, engaging executions
67. KPIs & evaluation tactics
67
• 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
68. 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
68
KIERAN DANI
69. 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
69
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