Crucial

‘Naughty’ approach produces nice results

Disciplines—

email + online advertising + print + digital

Challenge—

Crucial.com sells own-brand computer memory upgrades using on and offline B2C and B2B advertising. Crucial is a division of Micron, one of the largest DRAM manufacturers in the world, and they asked us to help them highlight to new customers the benefits of a memory upgrade with a memorable, impactful and unique campaign.

Solution—

We created a completely new concept with a fresh feel and lots of impact. ‘Tame your naughty computer’ featured snappy cartoon images of naughty and good computers that were unlike anything Crucial has done before – and anything else in the market. We wanted to persuade customers that not only is installing new memory easy but also that it will transform the performance and speed of their previously uncooperative computer.

We created numerous versions of the computers in various on and offline executions, including banners, flyers, eDM and website graphics. We also included variations for business customers and IT managers.

Results—

The improvements in the click-through rates of the advertising for Crucial.com were very notable, with the CTR improving by an average of 70% in certain areas. With millions of ad impressions served, this represented a substantial increase in traffic to the Crucial.com site.

Contact—

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