HP, Lenovo, Dell Unite in $70 Million PC Ad Campaign
The OEMs, Intel and Microsoft look to revive PC sales by highlighting what new systems with Windows 10 and Skylake chips can do.The world's top three PC makers are joining with Intel and Microsoft in a six-week, $70 million advertising campaign designed to boost sales in what has been a declining market over the past three-plus years. In an unusual demonstration of solidarity that highlights the frustration they've felt as worldwide PC shipments have fallen since 2011 and the confidence they have in the new systems coming to market, Lenovo, Hewlett-Packard and Dell are working together on the campaign with the tagline "PC Does What?" The joint campaign—which will hit television, digital and social outlets as well as native advertising when it launches in the United States and China Oct. 19—is aimed at highlighting the new form factors and features in new and upcoming systems that will be powered by Intel's latest 6th generation Core "Skylake" processors and run Microsoft's new Windows 10 operating system. The combination of the new OS, processors and system form factors coming at the same time is unique, according to Steven Fund, chief marketing officer for Intel. "It's a time unlike any other in our industry," Fund said Oct. 15 during a streamed panel discussion that included his counterparts at the other four vendors.
The decline in PC shipments worldwide has been blamed primarily on the rise of mobile devices like smartphones and tablets, as consumers and business users redirected their technology dollars away from PCs and lengthened the lifespan of their systems. At the same time, PC vendors and component makers were slow to respond to the threat, failing to come out with new form factors and technologies that could entice users to come back.