Ad Nut
Oct 7, 2015

Chip-company MediaTek makes play for global awareness

'Everyday Genius’, a global rebranding for MediaTek by Prophet Hong Kong

Chip-company MediaTek makes play for global awareness

Taiwan-based chip-design company MediaTek is taking a shot at Intel-level awareness with a global brand campaign created and executed by marketing consultancy Prophet.

The campaign will launch initially in the UK before being rolled out globally, including key Asian markets China, Taiwan, and India. The work 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, including MediaTek’s GeniusWorld website.

MediaTek worked with Prophet over the last 12 months to articulate the brand purpose to the company's 12,000 employees prior to going public.

Ad Nut wonders about the geographical priorities of the rollout schedule, with the UK first before ‘key Asian markets’—especially since MediaTek is a Taiwan-headquartered brand and the work was done in Hong Kong. Given the message of affordable and accessible tech, why are the emerging economies of Asia not the first port of call?

But setting that aside, a future filled with driverless cars and clothing that has a sense of direction? Ad Nut is a big fan of that possible reality and hopes to be alive to see it all play out.

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