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Intel Kicks-off 'Sponsors of Tomorrow' Campaign

Discussion in 'News' started by btarunr, May 6, 2009.

  1. btarunr

    btarunr Editor & Senior Moderator Staff Member

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    Sandboxes, rock stars and clean rooms mean something entirely different at Intel Corporation, and a new integrated branding campaign by the leading silicon innovator and computer chipmaker will tell the world how.

    Representing Intel's biggest marketing campaign in nearly 3 years and the first that spotlights the promotion of the Intel brand and not a processor product, "Sponsors of Tomorrow" will launch May 11 in the United States, Germany and the United Kingdom with limited teaser ads starting today online. Over the next month the campaign will expand to more than two dozen countries with Brazil and Japan rounding out the planned markets in the third quarter. The ambitious campaign conveys the message that gigantic advances of the digital age have been made possible by silicon – the key ingredient in microprocessors – and the vast majority of this silicon has come from Intel.

    [​IMG] [​IMG]

    "For more than 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," said Deborah Conrad, Intel vice president and general manager, Corporate Marketing Group. "We're hoping to convey that we're not just a microprocessor company, but a move-society-forward-by-quantum-leaps company.

    "Our image, our brand are far too powerful to just be a microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. What Intel develops today leads the path toward a better tomorrow."

    To ring in the new campaign – literally – a group of Intel employees will ring the ceremonial opening bell for the NASDAQ Stock Market at 9:30 a.m. EDT on May 11. The ceremony will be broadcast live in Times Square on the video screen of the seven-story NASDAQ building and at www.nasdaq.com.

    The multi-million-dollar marketing campaign is the largest for Intel since "Multiply," the September 2006 campaign that supported the then-new Intel Core 2 Duo. "Sponsors of Tomorrow" is expected to have a lifespan of 3 to 5 years, and was created by Venables Bell & Partners in San Francisco. It is the first campaign for Intel by the agency since being awarded Intel's master brand account in January.

    "Most of the world knows Intel as a huge, multi-national chipmaker, but the company is much more than that," said Paul Venables, the agency's founder and co-creative director. "The more we learned about Intel, the more we realized how narrow our perception had been. This company is forging the future in so many unfathomable ways, and what a shame it is that the general consumer has no idea."

    "Sponsors of Tomorrow" includes print, online, outdoor and other advertisement placements, plus such additional marketing efforts as in-store and online retail campaigns, all focused on helping consumers choose the best Intel processor that meets their needs. Global media planning was handled by OMD.

    An example of a print ad debuting May 11 in the initial markets is driven by the line, "Your rock stars aren't like our rock stars." The two-picture visual is, at left, a grunge rock 'n roll band looking cool in sunglasses and jeans behind bright stage lights; and, in the photo at right, two bespectacled computer engineers are sporting white lab coats in their techy environment. But these aren't just any engineers. As the ad copy explains, they are the designers of the very first microprocessor. "Back in 1969," the ad says, "their Intel 4004 blew people's minds wide open – a tradition that's still very much alive" at Intel.

    "Rock Star" also is the basis of a video for broadcast and online. For this concept and other creative in which Intel engineers are identified, the engineers are personified by hired actors, a practice common to marketing campaigns of a quirky, tongue-in-cheek nature. A bio of each engineer portrayed in the ads is on the campaign Web site, www.sponsorsoftomorrow.com, that goes live later today. The employees may be part of future campaign elements.

    "Several of the engineers we're personifying confided that acting isn't within their comfort zone," said Sandra Lopez, Intel's global consumer marketing manager. "We respect that and in the spirit of developing tomorrow's 'normal' we appreciate that their focus is on winning patents, not Clios," a reference by Lopez of the global advertising awards competition.

    Another video, titled "Oops," is set at a technology convention, where Intel is about to reveal a new microprocessor to a packed auditorium. As the dramatic unveiling is about to happen onstage, Intel employees and reporters struggle to find the tiny chip on the floor, and have the impossible task of finding it. The tagline: "Our big ideas aren't like your big ideas."

    "Clean Room" is a print ad that shows an adorable little girl beaming over how tidy her bedroom is, and to the right is another photo of technicians in a fab, all wearing special uniforms called "bunny suits" that help keep Intel's cleanrooms 10,000 times cleaner than a hospital operating room, a critical step to reduce the chance of airborne particles harming the chips.

    Out-of-home, or outdoor ads, also debut May 11 in the three initial markets. In what is likely an advertising first, a digital billboard in New York's Times Square will feature scrolling messages from texters at the famous Manhattan intersection and those in Berlin, Boston, Chicago, Los Angeles, Miami, San Francisco and other locations where storefront digital signs are linked for a multi-site, international texting experience. The campaign Web site ties the "Text for Tomorrow" effort together. Traditional billboards and bus stop shelters in various markets will bear witty factoids along with the "Sponsors of Tomorrow" slogan next to the Intel logo. Examples are "Today is so yesterday" and "Our sandbox is the size of a fingernail. And 41,000 engineers play in it."

    The phased launch begins May 11, as noted, in the United States, Germany and the United Kingdom. The campaign debuts in China and India later this month, and in June is scheduled to be introduced in the following countries: Australia, Canada, France, Indonesia, Italy, Korea, Malaysia, Mexico, Netherlands, Poland, Russia, Spain, Sweden, Taiwan, Thailand, Turkey and Vietnam. Additional parts of Latin America and Africa are scheduled for June introductions, and Brazil and Japan are slated for August and September, respectively.

    Retail campaigns encompass a range of executions, from merchandising materials and in-store demos to online ads and training for retail salespeople. The essence of "Sponsors of Tomorrow" will also be incorporated into Intel's online materials developed to assist consumers researching PC purchases. A heavy internal campaign is already underway at Intel campuses throughout the world.

    Source: Intel
     
  2. a111087

    a111087

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    lol, the picture with clean room is awesome! :D
     
  3. btarunr

    btarunr Editor & Senior Moderator Staff Member

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    CyberDruid says thanks.
  4. crazy pyro

    crazy pyro New Member

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    Those bunny suits look weird...
    I'd been wondering if Intel were gonna come out with another ad campaign soon, the last one I remember was the introduction of centrino and before that the P4 ad with the aliens (going waaaay back).
     
  5. mdm-adph

    mdm-adph New Member

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    Caveat: thanks to companies like Via and AMD and IBM, Intel still has a reason to "move-society-forward-by-quantum-leaps."

    Otherwise, we'd still be on 486's.
     
  6. a111087

    a111087

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    their marketing doesn't show off their technology, but rather makes people feel better about Intel.
    Such marketing is usually used by companies that are just there and we have to use them, like your electric company or others. Monopoly in other words
    don't blame me, its what we study in our economy class :D
     
  7. snakeoil New Member

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    im totally ignorant about computers so i use intel

    with this there is no need to improve core i7 power consumption, the message is: you are totally ignorant about computers so use intel
     
  8. csendesmark

    csendesmark

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    My clear room isnt clean as neither :D
     
  9. Sasqui

    Sasqui

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    I LOL'd
     
  10. iStink

    iStink New Member

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    the clean room pic makes me want to work for intel.

    gee gosh i wish I was smart :/
     
  11. Morgoth

    Morgoth

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    Funny i love it :D
     
  12. a111087

    a111087

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    A little off topic, but ...
    then don't sit around reading forums, go get books, don't wait for your lousy teachers to tell you what you should read or what exercises you should do. Get a book on topic you are interested and read it, then get another one and read it. Its much better and cheaper than most of today's colleges. I pay over $300 for a single online class, but do you know what I get? Nothing! All I am supposed to do is sit all day and read books on my own, then do whatever my teachers tell me. Half of them ignore my e-mails or answer them after a few days. In the end employers look for papers that say how awesome you are (Bachelor degree), but you can also get certified for ~$100. So, don't feel sorry about yourself, do something about it! NOW! :mad:
    Go to amazon, they got tons of books, many of which are under $10. Buy them, read them, educate yourself NOW because no one will EVER educate you!
     
  13. Hayder_Master

    Hayder_Master

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    i like intel rock stars , any new albums i want hear some songs about core i7
     
  14. qwerty_lesh

    qwerty_lesh

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    Their album has some timeless classics like Nehalem come home and that one that goes Oh where oh where is my Larrabee, the world took it away from me
    :roll:
    Still I liked their previous album 'Sex, drugs and micro-architecture' much more
     
  15. PCpraiser100 New Member

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    I would so bang my head through the monitor if that happened!
     
  16. iStink

    iStink New Member

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    lol I was kidding dude. wow what a rant!:laugh: :roll:
     
  17. BazookaJoe

    BazookaJoe

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    [​IMG]
     
    Crunching for Team TPU
  18. iStink

    iStink New Member

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  19. a111087

    a111087

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    yeah, right, we were all just kidding. you can it deny now, but lets see you do it later...
     
  20. ShadowFold

    ShadowFold New Member

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  21. CyberDruid

    CyberDruid New Member

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    Seems to follow in the "Folksie" Bill Gates/Adam Sandler MS commercials...designed to make people feel better about MicroSoft.

    I guess that HUGE fine from the EU got Intel's spin machine running full throttle. Notice where the ads will start: Europe and abroad.

    Leaders are affected by the sentiment of the populace. Maybe Intel is trying to mollify the general opinion abroad.
     
  22. iStink

    iStink New Member

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    are u on drugs?
     

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