The Indian arm of the global chipmaker Intel recently launched a nationwide integrated campaign to increase the relevance and demand of personal computing devices and drive domestic adoption of technology in India.
The on-ground campaign is executed by Pulp Strategy. It is rolled out across 40 cities in 10 states of the country.
‘My Discoveries’ programme is an integral part of this campaign and aims to showcase to consumers how the personal computer is the central hub of their connected device world. It communicates the interplay between multiple devices such as cameras, mp3 players, tablets, phones with the PC, and positions the PC as the center of the consumer’s world.
Intel launched the first phase of the ‘My Discoveries’ campaign early this year targeting college youth, IT hubs and corporate parks to demonstrate the interaction between multiple technology experiences in a connected world. ‘My Discoveries’ campaign boasts of being an experiential marketing campaign at a BTL level, where the touch and feel factors of the device are showcased.
The second phase is a nationwide integrated campaign. Outdoor, radio, digital and print form an integral part of the initiative. The creatives have been designed in a language specific to the state. On the digital front, the brand is driving conversations on its Facebook page.
As a part of this initiative, Intel has put forth specially built experience zones where the consumers can experience the devices and learn basic tasks such as creating and sharing playlists, exploring the wonders of the internet, creating and sharing photo albums. A set of trained advisors at the event help consumers ascertain their personal computing needs and recommend the best personal computing device suited for them.
The second phase kick-started early this month and will run for six weeks across Rajasthan, Punjab, Maharashtra, Karnataka, Uttar Pradesh, Gujarat, Tamil Nadu, Kerala, Andhra Pradesh and West Bengal. The campaign targets youth and the people who want to buy their first PC.