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;
- 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;
- Smile and log in – no need to remember a password when you can log in to the PC with your face using facial recognition;
- 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.
