The first challenge was to figure out what the true value proposition was for the product. It wasn’t speeds and feeds. It wasn’t blingy good looks with brushed metal and bright colored LEDs and it wasn’t low cost. After much deliberation the most differentiating factor of the Supermicro gaming motherboards was that they are built with server board construction in mind. This means they have a higher level of durability to withstand long run times at higher speeds. Essentially the team agreed on the positioning statement “Server Grade Quality Built for Gaming”.

The next challenge was the low budget gaming marketing team had for the line. In this case, we needed to devise a campaign that can grow legs and walk on it’s own as we would not have the budget to push it any further. It needed to resonate with the audience in a manner that they would be willing to tote it on their back and take with them. What we believed represented the strength of the product, as well as the interest and enthusiasm of the audience, was the phrase “Play Harder”. Nothing resonated with hard core gamers better. This phrase was carried out on all the collateral and advertising.