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International: Intel goes for a new overall branding look

21-September-2002
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International: Intel goes for a new overall branding look

In a bid to connect with young adults and women, Intel Corp. kicks off a global brand campaign next week showcasing the benefits of a digital lifestyle.

While the multimillion-dollar consumer push created by Havas' Euro RSCG MVBMS, New York, leverages the "Yes" tagline that broke in March backing Intel's business-to-business advertising, the new effort represents a major creative departure for the chipmaker.

The fast-paced, grainy Super 8-style TV spots feature a gaggle of hipsters and high-schoolers at home as they indulge in digital photography, CD-burning, instant messaging and movie-making.

While Intel has dabbled with space-suit clad characters and the Blue Man Group performance artists in its advertising, it isn't known for using music video-style footage. Two spots feature music tracks by Moby and Basement Jaxx.

"Hopefully what this will be is the beginning of a long-term strategic and creative platform that will represent the brand for many years to come, as opposed to an attempt every year to do a new campaign around a new product," said Ron Berger, CEO of Euro RSCG MVBMS. "We wanted to capture not just a lifestyle but a digital lifestyle," he added.

"Digital Day" starts with a family in the kitchen, dad cooking breakfast while checking sports scores on a nearby PC. The spot cuts to a copy line: "Intel Inside your music" and shows people burning CDs, then "Intel Inside your photos," showing how a digital photo can produce a T-shirt transfer, and on through other scenarios. The spot ends with "Can a better computer really change your life? Yes."

Ms. Pollace said spending on the new effort is comparable to last year's consumer brand campaign, which was estimated at $80 million to $100 million. Intel spent $119.9 million in measured media in the U.S. in 2001 and $32.5 million from January to June of this year, according to Taylor Nelson Sofres' CMR.

The campaign makes its debut Sept. 22 during the Emmy Awards broadcast on Geneleral Electric Co.'s NBC. The U.S. launch is followed by launches in 20 global markets.

TV runs on prime-time network shows, cable, sports, late night and syndicated programming; online ads will run on CNET and other tech enthusiast sites. Online advertising was created by Interpublic Group of Cos.-backed Modem Media, San Francisco.

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