convince millions to spend 6 months worth of income?
OBJECTIVE fuel sales of PCs in emerging markets.
CHALLENGE to millions of Chinese and Brazilians, computers represent the largest expense of the year.
SOLUTION instead of selling adults “entertainment and connectivity” as we did in established markets, we positioned PCs as critical to the future success of their children, building on Emerging Markets’ obsession to “give our child the opportunities we never had”.
RESULTS China exploded from a modest 40M computers in 2003 to become the world’s largest PC market in 2011.