2011 - 2014 - AMD - Marketing Brazil Activities

1 AMR AET Review Dec-2011 - Confidential – Internal Only
MARKETING – BRAZIL
ROGER MELO
MARKETING DIRECTOR

AMD VISION
Tecnologia VISION da AMD reúne processador e placa gráfica em um único chip
proporcionando uma excelente experiência visual e baixo consumo de energia.
Sua vida em
alta definição
Agora sim, agora é VISION

Consumo eficiente de energia. A sua bateria dura muito mais !!!
Nova Série A: DESEMPENHO E DIVERSÃO para quem quer mais
que o básico.
Agora sim, agora é
VISION
AMD A4 entrega 2 vezes mais performance visual do que Intel
Core I3 por um custo muito menor.*
Processador Acelerado com desempenho de placa gráfica discreta

4 AMR AET Review Dec-2011 - Confidential – Internal Only367
568
745
953
Visual Performance
3DMark 11
Dia a Dia
Desempenho e
Diversão
Desempenho e
Diversão
Desempenho e
Diversão
AGORA SIM, AGORA É VISION
ESCOLHA O MELHOR PARA VOCÊ

Posicionamento Competitivo de Preço
R$1.499+<R$999
EstimatedSystemPricePoints
AMD A8-Series
Core i3
AMD A6-Series
Pentium®
Celeron
AMD C-Series Atom
AMD A4-Series
R$1.199+
Core i5
AMD E-Series
R$1.899+
AMD Intel

COOP MKT AOC - PERNAMBUCANAS
AOC + AMD
Pernambucanas
• 15 Pernambucanas Stores
with display and promoter
• Vision GAME: 7 mistakes
• Gifts – everybody that play
the game and interact with
the promoter
PERIOD: nov/dec 2011

SAMSUNG - B2W
Advertising – Metro, and
online media
Anúncio shoptime

INNOVATIVE TRAINING
 Event: Present AMD for FastShop Sales Team
 Goal: Educate, Motivate, Integrate
– Present AMD
– Show the advantages – VISION Technology
– AMD like a innovative company
– Keep the relationship
– Diferent Experience
 Audience: 120 atedees

FAST SHOP TRAINING
FASTSHOP_ VIDEO

ACER - WALMART

HP STORE – VÍDEO WALL

FAST SHOP – ONLINE AND OFFLINE CAMPAIGN
Revista época – Dez/11

Americanas.com – Estadão – Set/11
Americanas.com – Metro - Set/11
B2W– ONLINE AND OFFLINE CAMPAIGN

LAN HOUSE CAMPAIGN ( 5.400 LANHOUSES)

ACTIVITIES B2W
Americanas.com – Estadão – Jan/12
Americanas.com – Metro– Fev/12
Submarino.com – Folha de SP– Jan/12

ACTIVITIES - VISION DAY´S AT RETAIL STORE
 Every Saturday
 6 Retailers per week like Ponto Frio, Carrefour, Walmart, Casas Bahia
 Promoting VISION and products with VISION
 POP Material
 Showing Videos and Demos
 Giveaways

ACTIVITIES - CAMPUS PARTY
 AMD sponsored SBG (Seleção Brasileira de Gamers - Brazilian National
Gaming Team) at Intel Extreme Master during Campus Party 2012
 Good visibility for VISION Brand and Good results in terms of media
3 minutes interview at Globo Esporte.
Globo Esporte is a daily news about sports at TV Globo at noon. Most part of restaurants
TVs are connected at Globo at this time. TV Globo is an open TV in Brazil with the highest
audiences ratings.
http://globoesporte.globo.com/globo-esporte/videos/t/edicoes/v/brasil-tera-
selecao-nacional-de-videogame/1812173/

ACTIVITIES – ITAUTEC
 Keeping the action with Itautec and Carrefour
 Promoters, Displays and Giveaways
 Implement a game to show the differences with and without VISION
technology ( like with we did with AOC)

ACTIVITIES - PHILCO
Quero-Quero_Tablóide_11.2011 Carrefour_EmailMKT_08.11.2011
Acom_DestaqueHomePage_05.12.2011

AMD MOBILE ACTION – TRUCK WITH CARREFOUR
Visited 4 cities of São
Paulo, promoting the brand
AMD in a mobile unit
specially developed for this
action.
The mobile unit was
parked at Carrefour
parking lot.

MOTHER´S DAY - BOOTH AT SHOPPING MALL
Booth during 1 month:
15 days – Morumbi
Shopping and
15 days – Eldorado
Shopping
VISION Experience:
Videos, Games and
Social Media .
Experience in a NB with A
Series.
Promotions: Buy a
Computer with VISION
and win a pendrive for
your mother.

FACEBOOK FAN PAGE CREATION
MELHOR DO MELHOR DO MUNDO CAMPAIGN
Campaign focused on Youth with the
objective of demand generation and
awareness through offers and Viral Video
with HD Image and 3D Sound. Choose
from a known character (Pânico na TV)
named the Best of Best World.

HOJE:

POP MATERIAL
Take one
Cubo

PROFESSOR VISIONALDO
Email marketing have been
send to all our RSA´s
mailing.
We are distributing some
messages about technology
and AMD Products.
One email each 15 days.

REGIONAL PROMOS
NE - TREM DO FORRÓ

CTIS
 Dia do Orgulho nerd
 SBG com Counter Strike

EVENTO DE LANÇAMENTO A4,A6, A8 E A10
 Evento para a Imprensa, Canal e Fabricantes

2012 Campanha
de Fim de Ano
Campanha Integrada
On Line e Off Line Mídia
Atividades no Varejo
Atividades no Canal
Coop com Fabricantes

DIGITAL CAMPAIGN
Our campaign has delivered 142.986.636 impressions, 506.406 clicks and the
CTR's average of 0,35%.
In January we got a great result, reaching the highest rate of CTR and lower CPC in
the campaign
Our goals for the campaing are:
 159.677.466 Impressions
 175.645 Clicks
 Avg: 0,11% CTR
 Avg$2,54 CPC
DEMAND GENERATION FOR A SERIES
And, for while, we got:
 142.986.636 Impressions
 506.406 Clicks
 Avg: 0,35% CTR
 Av: $0,75 CPC
Overall, we are 190% above than
expected.
Currently, our goals are based in
getting better CTR's rates and
delivery all the impressions that
were hired.

OFFLINE CAMPAIGN
 3 Ads at Metro SP Newspaper and 3 Ads at Metro RJ Newspaper
 1 Ad at Veja SP/RJ and BH
 5 TV Advertising at Band SAT
DEMAND GENERATION FOR A SERIES
 TV Advertising at Band SAT

ADVERTORIAL PROGRAM
 What is : Advertorial
 Objective: AMD Awareness and Product Differentials
 Media:
– Dicas de tecnologia com Fernando Lemos (Technology Tips with Fernando Lemos)
– Isto é Dinheiro
 Project: Drops in Radio, TV, App and Magazine
 Period: Q3 and Q4 2013
 Video

ADVERTORIAL PROGRAM
 What is : Advertorial
 Objective: AMD Awareness and Product Differentials
 Media: TV
– Play TV
 Project: TV Program explaining AMD Technology
 Period: Q3 and Q4 2013

PROMOTIONAL CAMPAIGN
 Group of Email MKT explain about our technology to and RSA and OEM
Promoters
 New Professor Visionaldo
 Quiz – Mitos e Verdades ( Myths and Truths)
 Battle Cards Game
 POP Material
- Digital Topper monitor
- Brochure
- Pocket Guide
- Screen Saver/Demo
 POS Activities
- Steady Video Live
- Ballon Bursts
PROMOTING NEW TECHNOLOGY

SOCIAL MEDIA
 We have about 427.887 ( increase 17% in 3 mounths) brasilian fans and
we should have a good relationship with them.
 We defined 8 new editorial ( themes): A series / Oportunities / AMD na
Veia/ Offers / Know AMD / Fanny Sentences / Paralel Universe / Time
Tunnel
FACEBOOK –NEW STRATEGY

Q4 - EVENT
 We had a booth with Virtual Penalty and 3 displays with NB – AMD A
series
 About 2.000 sales people from retailers and channel
 Very good opportunity to show our brand and products
SYMANTEC AMARELO E PRETO PARTY
2012

ACTIVITIES
Graphics and Components

EDUCATIONAL PROGRAM – WHAT´S APU?
PROFESSOR MALUCO CARACTER

E-mail Mkt
Facebook
PR
Youtube
Call Center Script
75%

Booth in the Santa Efigenia (Sao Paulo) Booth in the Santa Efigenia (Sao Paulo)
AMD 2011 Intel 2012
Small space - 6m²
1 product only
Low potential of exploration
Low interactivity
Only 1 promoter
Only 1 ative action
Small space - 6m²
All range of products
Low potential of exploration
Medium interactivity
2 promoter
Some ative action
65%
Growth QoQ
SP
São Paulo
Sta Ifigênia
AMD EXPERIENCE POINT
SANTA IFIGÊNIA AND INFOCENTRO

Huge Space- 36m²
High potential of exploration
High interactivity
2 promoter and 1 Key Account Mngr
Severous ative action
AMD 2012
Space in Santa Efigenia (Sao Paulo) Space in Infocentro (RJ)
Small space - 8m²
Medium potential of
exploration
High interactivity
2 promoter and 1 KAM
Severous ative action

São Paulo Rio de Janeiro
*A-series logos already in place.

CHANNEL POP MATERIAL
Gondola ends
Flags
leaflet dispensers
& folders
Cubes
Hanging Signs
* Same range for Vision and FX
75%

HARDWARE SHOW
CO BRANDED ROAD SHOW (AMD + KINGSTON+ ASUS + WD)
Activites:
Streght of 3 brands toghether
3 Cities in Q2
3 Bundle offer!!
3 companies database invited
Distis Partnership to Bundle
sales
Experience with low entry, mid
level and high end machines.
25%

cv50%
COMPONENT SALES GUIDE
 2 versions
– Long Version
– Short Version to be delivered in each
sale (trought Disti)
 Guide content:
1. About AMD
2. Timeline AMD
3. A- Series
4. 8 Reasons for your customer to buy AMD
Vision
5. Competitive Comparison
6. Technical Informations
7. FAQ - Frequently Asked Questions
8. AMD Contacts

VISUAL UPGRADE - CULTURAL CONTEST
 Target: All Component Channel
resellers (selects)
 Objective: Increase awareness
and create a bond with the brand,
making an upgrade in the business
of small resselers.
 Mechanic: The
contest representative of
resale should send a video saying
why you deserve that
AMD remodel your store.
At the end of the contest, a
panel will select and rank
the videos, and the authors of the
top 5 videos will have
their resale makeover by AMD.Reseller
Makeover
5 best
vídeos
75%

AMD WEEKS
MASTERS AND REGIONALS DISTRIBUTORS

SELEÇÃO BRASILEIRA DE GAMES
ANNUAL SPONSORSHIP

ADRENALINE BRAND CHANNEL

GAME BUNDLES
 Buy and Win campaing with Kabum
(biggest e-tailer on GPU) and Deus Ex
Game
 Buy and Win campaing in Facebook: Buy
AMD and Like AMD page on facebook, win
a Sonic Game.

E-MAIL MKT

PROMOTIONAL NEWSLETTER
Distributor Website Link
‘Shop Now’
1 Deal
per Dist
Different Bundles
No war of price/ conficts
 6.5K reseller database
 Great Sellout Opportunity
 Different Bundles Montly with great deals (at least 10% off)
0%

CAMPUS PARTY 2012
OVERCLOCK CHAMPIONSHIP: RADEON AND FX

CAMPUS PARTY 2012– GPU PRESENTATION
FEB 2012

SOCIAL MEDIA CHANNELS

PRESS ACTIVITIES
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2011 - 2014 - AMD - Marketing Brazil Activities

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