Cannes Lions

The Edge of Possible

GREENLIGHT MEDIA AND MARKETING, Beverly Hills / QUALCOMM / 2023

Film
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Overview

Entries

Credits

Overview

Background

Situation

Everyone is talking about AI. But even for IT professionals, it can be difficult to understand how the quickly advancing science can transform their businesses. Qualcomm is essential to powering the computing and AI capabilities of everything, from smartphones, to laptops, to cars and beyond. But because the technology is inside these devices, Qualcomm's critical role may not be fully understood.

Brief

While many are apprehensive about an AI future, the reality is AI improves our lives by complementing the things we do to make us faster, smarter, and more agile. At the forefront of this revolution, Qualcomm is transforming industries that impact our lives by enabling advancements in everyday products that are leading us to the edge of possible.

Objective

Position Qualcomm as a leader in on-device AI, gaining credit for what the company has achieved and offering BDM’s a look at the Qualcomm technology currently surrounding them.

Execution

AI has the power to change every facet of our world, and in fact, it already is. From the PC to the SUV, Qualcomm technologies are making amazing contributions to our lives. But showing AI at work in ways that are compelling and tangible required a unique approach. So we partnered with Academy Award winner, Michelle Yeoh, to show tech leaders how Qualcomm is transforming industries, as well as everyday life.

Michelle takes us through five key use cases, each illustrating the critical role Qualcomm plays in the way we work, live and communicate by using AI to enhance everyday technology. But this isn't your typical tech demo. Starring as herself, Michelle guides our BDM audience through tech stories that resonate and entertain, while injecting her wit, “Not everyone has what it takes to sit in the captain’s chair,” a wink to her role as starfleet captain on Star Trek.

Outcome

Campaign Achievements

Among the key BDMs in the U.S., which includes the C-suite and high-value technology decision-makers within key industries, the campaign delivered strong impact across multiple metrics:

• +46 point lift in perception (from 29% to 75%) of Qualcomm as a leader in AI

• 77% of BDMs exposed to the campaign believe “Qualcomm is pushing the limits of Artificial Intelligence to enable a more intelligently connected world.”

• Lift in Qualcomm awareness as a brand with a role to play in AI, achieving a 133 index vs study benchmarks

The campaign drove additional brand benefits:

• +10 point gain in favorability of Qualcomm

• +14 point gain in likelihood of partnering with Qualcomm

• Average time spent on campaign landing page more than doubled publisher benchmarks (206%)

Sources: NYT Brand Lift Study, Jan. 2023. WSJ Custom Content Brand Lift Study, Jan. 2023

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