Qualcomm: Discover China's endemic species

Technology manufacturer Qualcomm ran the Discover China's Endemic Species campaign to drive brand recognition and desirability among consumers, and purchase preference for its Snapdragon processor among its business-to-business audience.

Campaign details

Brand: QualcommAgency: Mindshare ChinaRegion: APAC

Strategy

Objective

To strengthen brand recognition and desirability among end consumers, Qualcomm needed to enhance consumers' awareness of its Snapdragon processor technology. Qualcomm also needed to build a stronger relationship with OEMs (their B2B customers) to drive up purchase preference.

Target Audience

As a B2B company with a product that is hidden inside smartphones, Qualcomm struggles with brand recognition among end consumers. The reality is that most Chinese consumers' relationships with their phones starts and ends with the phone brand, with little to no awareness of the technology...

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