Following a spring effort that introduced its Centrino mobile-technology chip to business professionals, Intel launches an estimated $60 million campaign today to convince consumers that wireless computing is as much a part of daily life as cell phones and Blackberrys.
The effort from Havas' Euro RSCG MVBMS Partners in New York kicks off with two TV spots that promote this Thursday as "One Wireless Day," during which Intel will set up "wireless hot spots" at thousands of locations nationwide. Five more TV spots, print, out-of-home and online break Sept 29.
"People who use a laptop will readily understand the advantages of using it wirelessly," said Dana Houghton, Intel senior marketing manager, Corporate Marketing Group. "It's a widening market."
"In this campaign, we're trying to reach anyone thinking of getting a new laptop or someone who should be thinking of it," said Ron Berger, MVBMS CEO. "When they see the advantages of the wireless technology, they should want to have one."
In one spot, a father searches the house for a comfortable place to unwind with his Centrino-powered notebook, finally settling in his backyard. Another depicts a businesswoman sending an e-mail at an airport gate, as others queued up for an Internet kiosk look on enviously.
"Intel has done a phenomenal job of promoting wi-fi for consumers," said Matt Sargent, director of research at La Jolla, Calif.-based analyst firm ARS. "Whether or not this campaign spikes sales right now, they're paving the way for other chip makers."