Technology: Flexible approach pays off for Microchip

Microchip Technology manufactures micro-controllers, a type of microchip. It hired Napier to support the launch of new software for its micro-controller.

Microchip Technology: Celebrating success
Microchip Technology: Celebrating success

Campaign: MPLAB X launch drives development kit sales
Client: Microchip Technology
PR team: Napier Partnership
Timescale: May 2011-June 2012
Budget: £25,000



  •  To use the new MPLAB X development tool to increase the adoption and sales of the company's micro-controllers.

Strategy and plan

Napier recognised that the release of the development tools was an opportunity to differentiate Microchip's products. The MPLAB X software supports Microchip's entire range of micro-controllers - unlike most competitors' tools. Napier pitched the idea of a campaign focusing on the free development tools. The aim was to position MPLAB X as the most flexible development tool. This was achieved through a sequence of press conferences at which journalists were able to use the software. By focusing on the development platform's flexibility, Microchip avoided attacks by competitors.

Measurement and evaluation

The launch generated 106 stories in 89 publications across 19 European countries.


Microchip shipped 43,146 development systems during the last quarter of 2011 (compared with 40,303 a year previously), and 50,405 in the first quarter of 2012.

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