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MediaTek, one of the largest chip design companies in the world, has today launched a global brand campaign to showcase the life changing opportunities technology brings to peoples’ lives. This new brand campaign has been created and executed by Prophet, the next generation brand and marketing consultancy.

The campaign launches initially in the United Kingdom before being rolled out globally across key Asian markets including China, Taiwan, and India to name a few, and focuses on MediaTek’s vision that technology should be for everyone; affordable and accessible enough to make millions of people an ‘Everyday Genius’.

The new creative will run across billboards, digital screens and online. It will also be supported by MediaTek’s GeniusWorld website which summarises the products, features and ambitions of MediaTek, all of which communicates MediaTek’s intention to create a better life for everyone.

Taiwan-based MediaTek is a market leader in cutting-edge systems on chips for products including smartphones, wearable devices, Internet of Things, tablets, HDTVs and Blu-Ray to name a few. By 2014, it had powered one out of three mobile phones globally and its current mission is to bring exceptional technology to the masses and share the technological benefits.

John Holton, Partner of Prophet Hong Kong, said: “Access to this cutting-edge technology provides people with life changing opportunities. MediaTek wants to ensure that everyone gets the chance to realise their potential and become an ‘Everyday Genius’, the tagline they have chosen to summarise their mission. It has been a privilege to help them bring this to life both internally and externally”.

Patrik Persson, MediaTek Global Brand Director, added: “We set out to create the world’s most inclusive brand and this campaign helps us to move one stage closer to that goal. It explains the great things we are doing and would like to do – from enabling driverless cars to creating clothing with a sense of direction.”

MediaTek has worked with Prophet over the last 12 months to articulate this campaign and bring it to life internally for its 12,000 plus employees, helping each person connect what they do to the company’s overall purpose. Following this highly successful initiative and a soft trade launch in 2014, MediaTek has now turned its attention to spreading this message externally to the world that it is now a democratic era of “Everyday Genius”.