Intel focuses on the future in global push

LONDON - Intel is repositioning as the "sponsors of tomorrow" in its biggest global marketing campaign in three years.

The campaign is the first to be created by Venables Bell & Partners in San Francisco since it won the account from McCann Erickson in January, and the first to focus on the Intel brand rather than a processor product.

It aims to stress Intel's role in producing advances of the digital age and show how it is working on tomorrow's technology.

'Sponsors of tomorrow' breaks on May 11 in the UK, US and Germany and includes print, online, outdoor, in-store and online retail campaigns.

It will then expand to more than 24 other countries including China, India, Australia and Canada.

One of the first print ads is driven by the strapline "Your rock stars aren't like our rock stars" and features a two-picture image with a grunge rock and roll band on one side and bespectacled computer engineers in white lab techs on the other.

The ad copy explains that these aren't just any engineers, they are the designers of the first microprocessor: "Back in 1969 their Intel 4004 blew people's minds wide open -- a tradition that's still very much alive".

The 'Rock star' idea also features in a spot that shows the engineer who co-invented the USB interface swamped by fans as he crosses an office to get himself a cup of coffee.

Another ad, called 'Clean room', shows a little girl beaming over how tidy her bedroom is and on the right is another photo of technicians wearing "bunny suits" that help keep Intel's cleanrooms "10,000 times cleaner than a hospital operating room", which reduces the chance of airborne particles harming chips.

A group of Intel employees will launch the campaign on May 11 by ringing the ceremonial opening bell for the Nasdaq stock market at 9.30am, which will be broadcast live in New York's Times Square on the video screen of the Nasdaq tower.

Gail Hall, Intel UK and Ireland marketing director, said: "For over 40 years Intel has been delivering tomorrow's normal and our new marketing campaign is a way for the world to be made aware of this fact.

"We're hoping to convey that we're not just a microprocessor, but a move society forward by quantum leaps company."

Intel launches 'sponsors of tomorrow' campaign by Venables Bell & Partners


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