Rival Tech Giants Come Together for $70M Campaign Promoting PCs

HP, Dell and Lenovo Partner with Intel and Microsoft on 'PC Does What' Effort

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In a historic move, rival PC makers Dell, HP and Lenovo are teaming up with chip-maker Intel and software company Microsoft on a $70 million campaign called "PC Does What," designed to showcase innovation in PCs and get users to upgrade to newer devices.

The campaign, which is being announced Thursday during a webcast featuring the CMOs of the five partner companies, will roll out next week with five TV spots, online ads and social media. The campaign was created by McGarryBowen, Intel's agency of record, after a creative review in which the agency for each partner pitched ideas to the consortium.

The first 30-second spot shows a helicopter rescue team on a mission to save a person stranded in a raft on the ocean. The spot highlights, in a humorous way, some of the newest PC innovations, from up to 18-hour battery life to improved graphics and sound. Throughout the spot, amazed onlookers ask, "PC Does What?"

Additional 15-second spots highlight specific features of next-generation PCs, such as thinner screens, infinity-edge display and 30-times better graphics than older-generation PCs, defined as at least five years old.

"This is the first time we've ever formed a partnership with the five biggest companies in the PC category," said Steve Fund, CMO at Intel, who came up with the idea.

"The reason the time is now is that there has been unprecedented innovation in the category, with [Microsoft's] Windows 10 operating system, our new sixth-generation Core processor, and great innovation in terms of the best devices coming out from Dell, Lenovo and HP," he said.

The campaign begins Oct. 19 in the U.S. and China and will run through Nov. 30. It will complement each partner's respective marketing efforts in the fourth quarter.

Read more about the concerted "PC Does What" effort on Adage.com.

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Oct 15, 2015
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