Intel Corp. last month rolled out new TV spots for its Centrino mobile technology, an extension of the "Unwire" campaign that debuted last year.
The spots kicked off a new global campaign that also will include print, online, outdoor and events. The budget was undisclosed.
The 15-second spots, created by Intelâs agency Euro RSCG MVBMS Partners, New York, bring the Centrino logo to life.
In one spot, the logo cuts through a clutter of wires, and in another the logo glides above the clouds as the voice-over says, "Want to glide with a thin and light laptop?"
The spots are aimed at business and consumer users.
A logo with personality
"The core audience is definitely still the business end-user, although the overlap between business and personal use is very blurred," said Sean Connolly, worldwide advertising manager for Intel. "We have tried to bring some personality to the logo to create awareness of the brand and associate the Centrino brand with freedom and flexibility."
Intel Centrino mobile technology includes the Pentium M processor, related chip sets and 802.11 wireless networking capabilities. The technology also includes features intended to enable thinner and lighter designs, extended battery life and better mobile performance.
Additional 30-second spots will roll out in March, featuring businesspeople and consumers using Centrino technology to communicate from different locations around the world.
In one upcoming spot, a vacationing couple uses a Centrino mobile technology-based laptop PC to send videos from Taormina, Sicily.
"It is a juxtaposition between the old and the new," Connolly said.
TV spots are running on broadcast and cable channels, including Fox News, CNN and ESPN.
In March, print ads will run in business, lifestyle and IT publications including The Wall Street Journal, Fortune, Time, Sports Illustrated, Information Week and CIO.
One ad features the Centrino logo in the center of a tennis racquet with the tagline "High performance laptop. No strings attached." Another ad features the logo on a reel of movie film with the tagline "Now starring in laptops everywhere."
The ads appearing in business and IT publications will provide more in-depth information about the core mobility benefits of Centrino mobile technology.
"The benefits are freedom, flexibility and ability to connect from anywhere," Connolly said.
Online ads will run on sites including Weather.com, ESPN.com, CBSSport-sline.com, CNET.com, NYTimes.com and The Wall Street Journal Online.
Notebook PC market surges
The timing is right for Intelâs campaign, based on the growth in notebook and portable computers.
According to IDCâs Worldwide Quarterly PC Tracker released in January, worldwide PC shipments grew 15.2% in 2003 to 44.6 million units, fueled largely by the demand for notebook computers.
IDC also projects worldwide growth for the consumer portable PC segment of nearly 30% in 2004, according to a December report.
More than 130 laptop PC designs are now based on Centrino mobile, and nearly 30,000 "hotspots" around the world have been verified for use with the technology, according to Intel.
Hotspots are areas where users can tap into WiFi (wireless fidelity networks) with their laptop PCs, personal digital assistants and other wireless-enabled devices.
Intel also will launch outdoor advertising and events that tie into hotspots at airports and other locations.
"Weâll use mobile experience zones that will let people try out the wireless technology," Connolly said.
In September, Intel kicked off its fall advertising campaign with One Unwired Day, a coast-to-coast event that provided mobile PC users with a free trial of public wireless Internet access at thousands of locations.
The TV, print, online and outdoor advertising for the current "Unwire" campaign will run through June.