Marvell Technology

Famous, purpose driven work that works.

Overview | Full Story

Most marketing effectiveness case studies start with a sluggish or declining sales graph, which is then dramatically reversed by the new campaign. Marvell's is different. It was already a leading brand in the rapidly growing market for low-power digital storage chips. Now the founders wanted to aggressively expand Marvell's product line. And that would mean taking on the likes of Intel.

After spending the day with Marvell's sales team, we discovered that potential customers almost always thought they were being called on by someone from Marvel Comics - so we rather cheekily persuaded the legendary Stan Lee to be Marvell's "Brand Ambassador".

"Celebrities are different from the rest of

us mortals. Everything is magnified:

money problems, egos, schedules, legalities.

But we happen to like working with people who ain’t entirely normal; when properly used, they can turn a routine event into an instant newsmaker."

Mark Whitty

We positioned Marvell as being on a heroic mission to reduce the energy foot-print of high-performance electronics and Stan kicked-off the campaign at CES in Las Vegas. Flush with our success at CES, we hired the celebrity environmentalist's Adrian Grenier and Mark Ruffalo to extol the virtues of energy efficient technology at private events during Mobile World Congress in Barcelona and SXSW in Austin.

In partnership with ARM and The Energy Foundation, we then spear-headed an initiative that was designed to stimulate public demand for smarter, more energy efficient electronics; and we kicked-off the program with a pledge to promote greater access by supporting the development of new technology for the non-profit 'One Laptop per Child'

 

As a result of our efforts to promote energy efficiency, we were invited to travel with Governator Schwarzenegger on a trade mission to Asia, and, with great fanfare, he opened Marvell's design center in Shanghai.

 

The end result?

  • The estimated earned media value for every dollar spent on celebrity partnerships was $9.60 – a 960% return on investment.  

  • By forging profitable new market segments that are synergistic with low-power storage chips, Marvell's overall sales increased by 48%.

Source: Gartner

Mark Whitty

"Honest, inspiring, entertaining and necessary. Whitty may well be the most interesting and authentic person left in

the advertising industry." 

Tom Hayes, VP Marketing

Services

Brand Strategy

Digital, Print, Design, Video

Trade Shows & Events

Public Relations

Government Affairs

Client

Tom Hayes, VP Marketing

Collaborators

Chris Kirk, Mind Bomb Films

Jim Cunneen, California Stategies  

See other work