In New Campaign, Intel Has More To Say To Execs | Adweek
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In New Campaign, Intel Has More To Say To Execs

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The world's largest chip maker today launches its first business-to-business campaign to star its full range of products. The print and online effort was created by Euro RSCG MVBMS in New York.

"We've always talked to an enterprise audience, but not to this degree," said Kevin Roddy, creative director at Havas' Euro RSCG. "This is a bigger, more comprehensive effort."

The campaign will target IT professionals and corporate decision makers. "We've created a large and sustainable campaign that defines Intel as the core building blocks for a business," said Sean Connelly, worldwide advertising manager at Santa Clara, Calif.-based Intel.

Intel—which last year spent about $25 million on print and $15 million on Internet ads, according to Nielsen Monitor-Plus—will use print executions to drive consumers to specific places on its Web site. "We're trying to use a different form of media as a way to reach our core audience with substantial information," said Connelly.

One print ad, featuring the company's technologies for desktop PCs, laptops and servers, carries the headline, "Ingredient #1 for building business."

Another ad, touting the Itanium 2, tells readers to, "Think of it as the rocket engine inside your enterprise servers."

An execution for Intel's Centrino wireless technology reads: "Key words for your company: mobility, mobility, mobility." Copy touts Centrino's practicality and efficiencies, and explains how it can benefit business.

The work—which will also star the Xeon processor and Pentium 4 processor, among others—will run in newspapers including USA Today and The Wall Street Journal and magazines such as Fortune, PC Magazine and Wired. Online ads will appear on sites including CBS Marketwatch.com and CNET.

Intel, which is set to run the campaign through the end of the year, posted an 89 percent increase in net profits to $1.7 billion in the quarter ended March 27, compared with the same period of 2003. Sales increased 20 percent to $8.09 billion, compared with $6.75 billion in first quarter 2003.

Roddy said the campaign is print and online only because, "when you are targeting enterprise IT managers and C-suite guys, it's better to advertise in business publications. Print can get into a lot of detail when you're talking to IT people—it's an important ingredient for success."

He noted that online ads reach professionals where they live. "This audience uses the Web to an advanced degree," he said. "They live on computers and on the Web. It's a more natural, effective place to give them the information they need."

The campaign includes vertical print and online ads designed to reach another set of consumers: educational and government institutions, and small-business owners. That work will appear in publications such as Government Computer News.

Forbes, meanwhile, has created a guide for its June 21 issue that includes a pull-out section on Wi-Fi, explaining its role as a central communication tool and how it increases productivity among businesses and managers. Forbes also will host Intel-sponsored management seminars in Chicago, New York, San Francisco and Washington, D.C. that examine technologies such as Wi-Fi.