Intel Inside is a well-entrenched paradigm in the consumer psyche, in the PC category. The challenge was to drive conversations across consumer touch points and create superior, meaningful experiences around the feature-rich Intel-based handheld devices at retail to create consumer preference and reinforce the ‘Intel Inside’ value proposition within the category.
We wanted to showcase the potential of technology as a fosterer of new vistas of learning and so parents of school going children were the focus TG. Consumer insight revealed that parents want their children to learn something new while having fun. This inspired the ‘#timefornew learning’ integrated campaign that used Intel’s own social channels and radio to drive footfalls to retail, where assisted by an origami artist, parents and children got to learn and create art together via an Intel based tablet – an experience that could be and was shared on social media. Art met technology and delivered superior device experiences and a new kind of learning sparked conversations.
The integrated social-led campaign connected consumers at all points of interface with the brand, and being deeply rooted in consumer insight, met our objectives. It powered superior retail experiences, genuine advocacy and enthused consumer engagement, translating into preference and sales conversions for devices powered by Intel.
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