CLIENT OF THE WEEK: Tait promotes Pentium power - Intel’s marketer hopes for a strong uptake of the new PC chip, Jade Garrett says

By JADE GARRETT,, Friday, 26 February 1999 12:00AM

We are about to witness the climax of the most expensive integrated advertising and marketing campaign that Intel, the US silicon chip manufacturer, has embarked on.

We are about to witness the climax of the most expensive integrated

advertising and marketing campaign that Intel, the US silicon chip

manufacturer, has embarked on.

A global branding campaign will launch the Pentium III processor - a new

PC chip that will offer increased processing speed, multimedia

capabilities and faster internet use.

The campaign, reportedly costing dollars 300 million, began on 1 January

when the chip’s new name was released. It will culminate with the

worldwide launch of TV and print work this Sunday.

The task incorporates the use of TV, web banners, radio and an

additional print campaign aimed at business users, which will appear in

the major management publications from the end of March. Trade events

across the US have also promoted the improved performance and software

developments of the chip.

Andy Tait, the advertising and marketing manager at Intel, has been

running the campaign across Northern Europe.

’We have beefed up the money spent on all our advertising, but our use

of the web to target shoppers is the area that has seen the biggest

influx of money,’ he says.

The Pentium III will only be advertised on the internet in Scandinavia,

where use of the web is very high.

The launch ads were created in the US by Messner Vetere Berger McNamee

Schmetterer, part of the Euro RSCG network, which handles the worldwide


The TV campaign uses the line, ’this way in’, positioning the chip as

the door to the future. A voiceover says, ’Don’t just get on to the

internet, get into it,’ as we see a demonstration of the new chip’s


Two more TV ads are in development and all the new work features the

familiar jingle.

’We wanted to promote the power of the Pentium,’ Tait says. ’Messner

Vetere created a palette of ads; we selected which ones should run in

which countries and then applied a local spin to them.’

Although Tait sees the most recent TV work as a departure from the usual

creative style, he’s confident that the work is instantly recognisable

as Intel. ’If you took away the soundtrack and all the Intel logos,

people would still be able to recognise it as our advertising,’ he


For the first time ever, PC manufacturers buying the new chip have been

allowed to advertise the product themselves, before the official launch.

This is something Intel has never authorised before.

The manufacturers had to work without knowing the price or availability

of the chip, which is due to be realised at the end of this week.

Although Tait cannot reveal the cost of this new technology to

consumers, he is confident about predicting ’volume sales in a matter of

weeks, not months’.

This article was first published on


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