Intel’s Global Ad Campaign Highlights Technology
28 Sep 2004
Intel’s Global Ad Campaign Highlights The Technology Within
TV Ads Reveal Intel® Centrino™ Mobile Technology Brand Logo
Intel Corporation began a worldwide advertising campaign today to promote the Intel Centrino mobile technology brand and its benefits as the essential technology ingredient for mobile wireless computing. The campaign consists of television, print, online and outdoor elements as well as promotions, including product placements on popular TV programming.
The TV spots feature the popular Blue Man Group in short performances that metaphorically illustrate the many benefits of Intel Centrino mobile technology. Each spot focuses on a key technology benefit such as great battery life, breakthrough mobile performance and lighter and easier-to-carry notebook designs, while calling attention to the enabling technology ingredient within. The TV ads close with the voiceover, “Look for Intel Centrino mobile technology built in,” as an image of a keyboard is unzipped to reveal the technology brand logo.
“Intel Centrino mobile technology is a key ingredient for the unwired computing lifestyle,” said Don MacDonald, vice president of Intel’s Sales and Marketing Group and director of worldwide branding and campaigns. “The creativity, energy and precision of the Blue Man Group performances in the ads help to reinforce the brand attributes and the benefits of the technology in a fun and memorable way.”
Today, more than 150 laptop PC designs are based on Intel Centrino mobile technology. In 2003, the estimated number of laptops with built-in wireless nearly tripled versus the prior year1, and will almost double this year1, which was aided by the introduction of Intel Centrino mobile technology1. The number of worldwide hotspots - places where people can access the internet without wires - has also more than doubled since last year.2
The global campaign begins with TV on September 27 in the United States, followed by introductions in other countries. Print and online elements will follow shortly thereafter and highlight the technology brand and its mobility benefits.
In one print ad, the Intel Centrino mobile technology brand logo is revealed as the bottom of the laptop is pulled back like a sardine can. The tagline states, “The secret to high performance laptops? It’s in there.” In another example, the laptop is slowly unzipped to reveal the brand logo inside. The tagline says, “The secret to light laptops? It’s in there.” Online creative includes new scratch and peel motifs, building on the print and television concepts of revealing the logo. For example, one ad shows a laptop with a “peel here” sticker in the corner, and reads, “The secret to lighter laptop? It’s in there.” As the cursor moves over the ad it then peels itself back to reveal the brand logo along with a technology benefit statement.
The campaign will also highlight Intel Centrino mobile technology-based laptops during primetime reality TV programs including “The Amazing Race” on CBS, “Dream Job” on ESPN and “The Mansion” on TBS. In each of the shows, contestants will use the wireless-enabled laptops as part of the respective competitions.
Euro RSCG MVBMS in New York created the television, print, online and outdoor advertising that runs through the beginning of next year. For more information on the campaign, or to view the advertising as it breaks, visit www.intel.com/unwire.
Intel, the world’s largest chip maker, is also a leading manufacturer of computer, networking and communications products. Additional information about Intel is available at www.intel.com/pressroom.
1 IDC, 2004 2 IDC, 2004
Intel and Intel Centrino are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. *Other names and brands may be claimed as the property of others. Note: Important Information: + Wireless connectivity and some features may require you to purchase additional software, services or external hardware. Availability of public wireless LAN access points limited and some hotspots may not support Linux-based Intel Centrino mobile technology systems. System performance measured by MobileMark* 2002. System performance, battery life, wireless performance and functionality will vary depending on your specific operating system, hardware and software configurations.
See http://www.intel.com/products/centrino/more_info for more information.