ABOUT

Brief:
Entering into the highly competitive and well-established world of computer CPUs is not for the faint hearted. Snapdragon were doing just that, and needed to communicate to the highly cynical, educated, and brand loyal PC enthusiast community that Snapdragon microchips were a serious player in the space. Enthusiast are the most significant influencers for the mass consumer market’s decision making on PCs. Convincing the enthusiasts was not just essential for sales, it held the key to Qualcomm’s aspirations, and - given their financial commitment of billions to the development of their PC chips – possibly even the future of Qualcomm itself.


Concept:
PC Enthusiasts are naturally digital natives. They generally skew towards higher intelligence, and are very quick to challenge even the slightest error or false claim. We needed a communication method that would give them the technical detail they needed, with proof of every claim we made, but on a channel they live on and in a format that made the experience feel fast-paced and entertaining.

We created a documentary series that offered the opportunity to see not just how a finished product looks and performs, but actually experience the whole journey from design to testing to manufacture to launch. This would be the most authentic, in depth and transparent exploration of the birth of new microchip ever.

The series would be technical-heavy and long-form – but made like a TV Magazine show. It needed to whiz along quickly, in spite of its long runtime. It needed to entertain as much as it educated. Aimed at the tech-savvy enthusiasts, but accessible enough for the average consumer.

Execution:
A stylised documentary series shot all over the world, from California to Taiwan, from France to Japan. We visited every country linked to the products production process.

Each episode focused on a different stage of the product’s development and the audience experience was materialised through the two genuine enthusiasts who joined every episode. They were not paid, and their integrity ring-fenced. They were invited to challenge what they saw and heard, acting as the voice of the audience, legitimising the authenticity of the content.

Results:
Distributed on YT and Meta channels, to date (May 2025) the series has achieved a cumulative:

48m impressions
13.9m video views
342K clickthrough’s – 147% above the benchmark for Qualcomm.

More significantly, these stats have directly transferred into tangible business benefits, directly attributed to increasing pre-sales across the US and EMEA regions.