TSMC: "Who is TSMC?"

Taiwan Semiconductor Manufacturing Company (TSMC), a semiconductor contract manufacturing and design company, launched a campaign to increase its brand awareness among engineering students in the USA.

The Assignment

TSMC needed to win over engineering grads at US universities

  • TSMC needed to hire 250 engineering grads from U.S. universities by June 2021.

  • Research showed that TSMC had little or no awareness among engineering grads in the U.S.

  • Furthermore, the demand for engineering grads far outstrips supply creating a viciously competitive environment made worse by the pandemic (fewer engineering grads).

    • Well-known brands like Intel, IBM and Qualcomm dominate the talent pool.

  • Persuading the target audience called for content that would land both intellectual and emotional touch points.

Some stage setting is in order.

White House Courts TSMC

  • The White...

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