In the multi-billion dollar world of micro-controller manufacturers, it is no small feat to introduce a new microchip to compete head-on against such giants as Motorola, AMD, Intel and Microchip. And yet, that is exactly what the Albuquerque based company Innovasic did with the help of Rome & Gold Creative.

After 15 years of solving obsolescence issues in the microchip industry, Innovasic had developed a new microchip technology that was vastly different from what was currently available. The problem? Engineers are constantly inundated with claims from these powerhouse manufacturers of “newer technology” “faster” “better” “smaller”. We found from our primary research among engineers that they didn’t believe virtually any marketing claims they read or saw in magazines or advertisements.

Our strategy involved positioning FIDO with a totally unique name among micro-controllers, and using the many “legs” of Engineer’s Best Friend to encourage product evaluation. The result: FIDO received the Engineer’s Choice Award upon its launch, and Rome & Gold Creative won the NM Advertising Works! Award for our strategy.