Intel inside History - At a glance [Most images are links to videos and ads, click them]

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A successful campaign at a glance by:Apo J. Bordin

@ApopotamusSan Francisco, 2012

1991

PROBLEMWell known in the technology world, but general market consumers are unawareof what microprocessor brands like Intel actually do.

TAKE AWAYIntel understands that in order to sell more chips,PC manufacturers need to sell more computers.

STRATEGYIntel trademarks the term “Intel Inside” and establishes a co-op marketing programthat incentivizes PC manufactures to take part.

Intel convinces manufacturers to place the Intel Inside logo on advertising and collateral.

GOALEducate retail associates and consumers about the value of Intel microprocessors.

1991

1991

LETTER TO STOCKHOLDERSPromoting the computer inside:

the Intel Inside logo appeared on approximately 3000 pages of our customers’ advertisement in 1991.

1992

PROBLEMDespite establishing Intel Inside with manufacturers, consumers don’t understandwhere to or why they should be looking for the Intel logo.

TAKE AWAYIntel understands the importance of reach and mass awareness, so they develop a system to amplify

their own advertising by giving their OEM partners the ability to advertise on Intel’s behalf

STRATEGYIntel licenses the “Intel Inside” name/logo to any PC manufacturer who’s willing to participate in the co-op marketing program.

In addition to producing its own brand advertising, Intel contributes money to manufacturer campaigns if they includes Intel Inside.

Intel goes to publishers and media companies and negotiates volume discounts for everyone who participates in the Intel Inside co-op marketing program.

GOALTeach consumers to look for Intel Inside logo.

1992

In early 1992, made by George Lucas' Industrial Light Magic, Intel debuted its first TV advertising for the then new Intel i486 processor stressing speed, power and affordability.

1992

Mid-90s

PROBLEMMaintaining momentum in the technology world.

TAKE AWAYIntel put technology in terms general consumers could relate to and understand.

Intel understood the importance of branding, developing a mnemonic to accompany all advertising as well as engaging in aggressive brand marketing outside of the co-op program.

STRATEGYTreat new chip releases like major consumer facing product launches to generate demand for PCs with the “latest” technology.

First tech company to adopt plain english descriptions of its products on packaging and in marketing communications.

Developed the now famous Intel mnemonic (5-tone sound/logo).

GOALContinue to educate consumers on the benefits of computers that contain Intel microprocessors

Mid-90s

“This symbol outside means you have the standard inside that an entire library of software has been written to.”

Late-90s

PROBLEMCheap PCs grabs a large market share.AMD releases the first 1GHz processor.

TAKE AWAYAs PCs became more affordable and started to enter people’s rooms, Intel followed with low-end

processors and communications that would promote its values, and connect with the consumer culture, becoming a recognizable, and reliable synonym for computer performance.

Staying true to its values, Intel gains back the leading position in the industry with the release of the faster PC processor.

STRATEGYProduce two chip generations in one year.

Announce a limited production of a 1 GHz processor two days later AMD’s release, and announce a 2 GHz chip one year later.

Communicate through an impactful Super Bowl Ad (1997) the arrival of affordable, super-performant processors for your PC.

GOALAddress the low-cost sector of the industry and gain back the leading position in processors.

Late-90s

Intel's “Bunny People”,1997 SuperBowl: “they became nothing less than the whimsical icons of a go-go PC industry” (Advertising Age). After six years, Intel was known worldwide, its name synonymous with the computer industry.

Late-90s

Early-2000s

PROBLEMTechnology and pop culture is moving faster, creating needs and markets.

TAKE AWAYIntel realizes that niche audience are being formed. There is a need for marketing and technical departments

to merge and collaborate, in order to develop products based on people’s needs and preferences.

Noticing the fast-growing mobile market, Intel expands its PC presence into “computing”,and partners with Microsoft to propose a template for phone manufacturers,

saving money and offering cheaper, more diverse products.

STRATEGYRecognize the consumer needs to produce appealing products by combining marketing and research efforts with technological solutions.

Align the innovative DNA of the brand with the marketing communication by creating emotional, thought-provoking, and entertaining campaigns.

Address the rising mobile market by creating a template for cell phone companies.

GOALKeep up with current changes in technology without losing the company brand image.

Early-2000s

Early-2000s

2000

2001

2002

2003