AMD #Ryze to the Occasion

The Insight

AMD is challenged with a legacy of product performance issues, and a strong competitor in the form of Intel, which enjoys more than 90% market share in South Africa. AMD has gained traction in the gaming market. Their processors are powerful, offering high performance and heavy multitasking ability, at a much lower cost than their competitor. If gamers use them, they’re fully equipped for their online battles. We needed to take that message to market.

The Strategy

Today’s business user has similar PC needs to gamers – extreme performance, longer battery life and heavy compute ability. We decided to play on this link, highlight a gamer mentality to doing business through a fun and quirky quiz, positioning HP devices powered by AMD Ryzen as powerful tools that empower business users to #RyzetotheOccasion and navigate everyday business challenges. This was the perfect platform to dispel some of the lingering myths around AMD processors, specifically those related to quality and performance. 

The quiz formed part of a broader digital content marketing campaign targeting IT decision-makers. We tactically targeted Google searches for Intel-based PCs and directed them to the campaign quiz. We also used a variety of digital banners and advertising on strategic websites to drive users to the quiz.