IT-Review

Intel Centrino Global Ad Campaign Begins

Intel Centrino mobile technology brand campaign consists of television, print, online and outdoor elements as well as promotions, including product placements on popular TV programming.

The TV spots feature the popular Blue Man Group in short performances that metaphorically illustrate the many benefits of Intel Centrino mobile technology. Each spot focuses on a key technology benefit such as great battery life, breakthrough mobile performance and lighter and easier-to-carry notebook designs, while calling attention to the enabling technology ingredient within. The TV ads close with the voiceover, "Look for Intel Centrino mobile technology built in," as an image of a keyboard is unzipped to reveal the technology brand logo.

The global campaign begins with TV on September 27 in the United States, followed by introductions in other countries. Print and online elements will follow shortly thereafter and highlight the technology brand and its mobility benefits.

In one print ad, the Intel Centrino mobile technology brand logo is revealed as the bottom of the laptop is pulled back like a sardine can. The tagline states, "The secret to high performance laptops? It's in there." In another example, the laptop is slowly unzipped to reveal the brand logo inside. The tagline says, "The secret to light laptops? It's in there." Online creative includes new scratch and peel motifs, building on the print and television concepts of revealing the logo. For example, one ad shows a laptop with a "peel here" sticker in the corner, and reads, "The secret to lighter laptop? It's in there somewhere." As the cursor moves over the ad it then peels itself back to reveal the brand logo along with a technology benefit statement.

The campaign will also highlight Intel Centrino mobile technology-based laptops during primetime reality TV programs including "The Amazing Race" on CBS, "Dream Job" on ESPN and "The Mansion" on TBS. In each of the shows, contestants will use the wireless-enabled laptops as part of the respective competitions.

Source: press release

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