Beginning in Australia in the next few weeks, the business-to-business campaign will cover print, online and outdoor media. The worldwide campaign is slated to last for up to three years and cost tens of millions of dollars. The essence of the campaign will be maintained in different countries, but Australians will see a slight difference.
The ads will take the form of a headline posing a question, such as -Can a company that doesn't make computers change the course of computing history?" followed by a block of text with Intel's answer to the question. Below this are three icons of wafers. In the US, the third wafer has the word -yes" on it and this forms a major part of the campaign.
In Australia, the word -yes" has been co-opted by Optus, causing Intel to -defocus on the creative element of -yes"," according to Intel's business marketing manager, Kate Burleigh. -We'll increase our focus on the Intel brand itself."
Intel hopes the campaign will reinforce its position in the IT community.
-We've been in a period of economic downturn, and the campaign is supposed to symbolise our industry leadership," Intel spokesperson Stephanie Silvester told ZDNet Australia. -We're trying to communicate to people things they often forget. They don't realise what it takes to be a technology leader, the capital expenditure required to remain a market leader."
