‘PC Does What’ Joint Campaign Inspires
People to Think about PCs in a Whole New Way
Note to Editors: Materials and multimedia
available at: pcdoeswhat.com/newsroom
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.
Supporting Quotes
“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.”
About Dell, HP, Intel, Lenovo and Microsoft
Dell Inc. listens to customers and delivers innovative
technology and services that give them the power to do more. For
more information, visit http://www.dell.com/.
HP creates new possibilities for technology to have a meaningful
impact on people, businesses, governments and society. With the
broadest technology portfolio spanning printing, personal systems,
software, services and IT infrastructure, HP delivers solutions for
customers' most complex challenges in every region of the world.
More information about HP (NYSE: HPQ) is available at
http://www.hp.com.
Intel (NASDAQ: INTC) is a world leader in computing innovation.
The company designs and builds the essential technologies that
serve as the foundation for the world’s computing devices. As
a leader in corporate responsibility and sustainability, Intel also
manufactures the world’s first commercially available
“conflict-free” microprocessors. Additional information about Intel
is available at newsroom.intel.com and blogs.intel.com, and about
Intel’s conflict-free efforts at conflictfree.intel.com.
Lenovo (HKSE: 992) (ADR: LNVGY) is a $46 billion global Fortune
500 company and a leader in providing innovative consumer,
commercial, and enterprise technology. Our portfolio of
high-quality, secure products and services covers PCs (including
the legendary Think and multimode YOGA brands), workstations,
servers, storage, smart TVs and a family of mobile products like
smartphones (including the Motorola brand), tablets and apps. Join
us on LinkedIn, follow us on Facebook or Twitter (@Lenovo) or visit
us at www.lenovo.com.
Microsoft (Nasdaq “MSFT” @microsoft) is the leading platform and
productivity company for the mobile-first, cloud-first world, and
its mission is to empower every person and every organization on
the planet to achieve more.
1 Battery life will vary depending on various factors
including product model, configuration, features, use and power
settings. Battery capacity will naturally decrease with time
and usage. Refer to manufacturer’s individual websites for
additional details.
2 Compared to 5-year-old PC. Measured using 3DMark 1.2.0 Cloud
Gate for DX 10 graphics subtest. Performance may vary with
configuration and content. Software and workloads used in
performance tests may have been optimized for performance only on
Intel microprocessors. Performance tests, such as SYSmark and
MobileMark, are measured using specific computer systems,
components, software, operations and functions. Any change to any
of those factors may cause the results to vary. You should consult
other information and performance tests to assist you in fully
evaluating your contemplated purchases, including the performance
of that product when combined with other products. For more
complete information visit http://www.intel.com/performance.
3 Feature requires Windows 10 and specialized illuminated
infrared camera for facial recognition or iris detection which
supports the Window Biometric Framework.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151015006526/en/
North of Nine CommunicationsJoshua Lefkowitz,
212-614-5012joshua.lefkowitz@nof9.comorOgilvy Public RelationsLily
Eng, 415-677-2752lily.eng@ogilvy.com
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