CIM Marketing Excellence Award Agency of The Year

The Radeon Rebellion wins big

| By | News

Our work on Radeon’s Rebellion campaign has been an awards hit, capturing judge’s imaginations and several accolades along the way. It’s now won eight awards and has been shortlisted numerous times. And there’s more to come…

The Radeon Rebellion was the shot in the arm the tech-giant needed to refresh its fortunes and promote its RX 400 series graphics card in a way that made it hugely popular with gamers.

Traditionally the industry has tried to get consumers to commit to using proprietary software and locked-down ecosystems. It ties customers to one brand, and PC gamers – who love to modify and tweak their computers – had to be content to operate within these confines. Radeon’s culture is completely contrary to this.

We leveraged Radeon’s culture and emphasised its own identity in the branding we created for them. We wanted to embrace something that both highlighted Radeon’s interconnected and engaged community, and set itself apart from its competitor’s industrial look.

In short, we started a rebellion amongst disgruntled gamers.

In an industry where gamers have been used to seeing the same boring pack-shots accompanied by tired slogans, the response was overwhelming. The RX 400 series flagship card, the RX 480, sold out globally at launch. 4.4million people used the campaign hashtag online. Radeon’s revenue in Q4 2016 was up $600 million, up 28 percent year-over-year and 27 percent sequentially. The company attributes the year-over-year increase primarily to higher graphics card sales. Its share price has risen from 2.14 to 10.58, a massive 394% increase.

It’s not just gamers who’ve been inspired by campaign. Awards judges have been impressed by the effectiveness and at how much of a gear-shift it is compared to almost every other campaign in the industry.

The work has picked up awards from Creative Pool, Transform, Best Brand Awards, Hermes Creative Awards, IAC, MarCom as well as being shortlisted in several other shows including DMA and DoDifferent.

The campaign has also been entered into D&AD and Cannes – a first for B&D – and we’re eagerly awaiting results.

Find out how the campaign came to life here.

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