Intel is launching a new corporate advertising campaign in the midst of a global recession that dampened profits for the hard-hit IT industry. The campaign will stresses the chipmaker’s role in innovation rather than focusing on any specific products, and takes a multimedia approach in print, broadcast and across the Internet.
The slogan is Sponsors of Tomorrow. 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.
“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 of the company’s 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.”
The Coolness Factor
Representing Intel’s biggest marketing campaign in nearly three years, Sponsors of Tomorrow will launch May 11 in the United States, Germany and the United Kingdom with limited teaser ads starting online Wednesday. 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.
Intel has had its share of catchy advertising campaigns. Many still remember the Intel Inside ads from the 1990s. The company’s move to focus on its innovation rather than specific chipsets comes at a time when consumers are rallying around brand-name products like Apple iPhones and Nintendo Wiis with a coolness factor regardless of what’s inside.
“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…