Robert Noyce, Intel’s Co-founder and the integrated circuit’s co-inventor, had once said, “Don’t be encumbered by history. Go off and do something wonderful”, and Intel has implemented his ideas to action life-enhancing experiences.
Intel’s new campaign, ‘Go do something wonderful’, is a call to action by the youth who are optimistic and believe that technology opens up a world of opportunities. The insight being the journey of reaching a destination is as important as achieving the destination itself. Through this new campaign, Intel aims to target non-PC owners in emerging markets.
India has been an important market for Intel despite global uncertainties. This is the first ever campaign from Intel with primary focus on the Indian audiences. Intel has an aggressive marketing plan in the coming months spanning print and digital, including mobile and social media. Festive season offers, on ground activations, training programmes, retail promotions and collaborations across public and private sectors to deliver the devices are some of the initiatives adopted by Intel.
“We are most nervous when we are about to embark on a journey, the current campaign celebrates those moments and tells us how they are as important as reaching the destination. It explains how Intel can make the journey, the moment and the achievement special,” said Sandeep Aurora, Director, Marketing, Intel South Asia. He feels that within the realm of your passion points, one should go and do something wonderful using Intel’s technology.
Clay Mills, Managing Director, W+K Amsterdam, said, “We hope the campaign ignites the promise we see in the Intel brand – the power of the Intel processor to help people do something ‘wonderful’ in their own lives.”
Mike Bond and Bern Hunter, Art Director and Copywriter, W+K Amsterdam, shared, “The ‘Go do something wonderful’ film was inspired by the scary moment just before we begin to work on it. It aims to express the electrifying feeling of taking a leap into the unknown, to show how technology helps us make this leap faster and further than before.”
The core strategy for Intel is to connect and engage with the youth in the age group of 18-35 years, ranging from SEC A-C. Intel has partnered with ‘Sa Re Ga Ma Pa’ show on Zee TV, where the contestants get to sing a medley of songs, which can be previewed on Intel’s Facebook page and Intel would be asked about the songs that they liked.
“We do a bunch of activities with our retailers and channel partners in Tier III-IV cities. On ground activations under the ‘Go do something wonderful’ campaign, which we call ‘My discoveries’, targets people in campuses, i-cafes, malls and other places,” said Aurora.
Meanwhile, Intel is running an umbrella campaign called ‘Festivals of India’, which integrates the major festivals such as Onam, Ganesh Chaturthi, Durga Puja and Diwali. As part of this campaign, the brand is running joint marketing initiatives with telecom companies and OEM partners to promote PC and Internet relevance.
Commenting on the campaign, Saugata Bagchi, Vice President, Tribal DDB India, said that it looks very good and is visually engaging, with great production values and a great concept. “I feel that the objective of demonstrating wonderful things made possible when passion meets an Intel inside PC has been brought out very well,” he added.
Meanwhile, Pradeep Udhas, Partner, KPMG, felt that with the entry of ARM-based players in the PC microprocessor market in 2012, Intel’s bid to continue to enjoy its current market share and maintain its dominance in the coming years has been challenged. “In addition, the marketplace is witnessing a cataclysmic shift towards smartphones and tablets as the computing devices of choice. To counter these twin challenges, Intel needs a strong strategy,” he pointed out.