Intel's global campaign breaks in Europe

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LONDON -- Intel Corporation's BunnyPeople, the TV characters fashioned after the technicians who wear hooded protective clothing when they manufacturer computer chips, feature in a new global ad campaign for Intel Pentium II that breaks in some European countries late this week.

The dancing BunnyPeople first appeared on European TV screens in January to help launch Intel's Pentium with MMX multimedia chips. The disco-dancing technicians are returning for a three month consumer campaign, created by Euro RSCG Dahlin Smith White of Salt Lake City, Utah.

The new campaign is designed for a global audience. The BunnyPeople leave the factory and travel the world in a hi-tech van to demonstrate what personal computers with Pentium II processors can do for home users, such as improved 3-D graphics and better video imaging. The new commercial has shots of landmarks around the world such as England's Stonehenge.

The global campaign is running on national TV channels in Germany, France, the U.K., Czech Republic and Poland. It's also airing on pan- European channels including Eurosport and MTV. A large portion of the consumer ad budget will be spent on television, ``which offers the largest impact and rapid international coverage,'' according to Intel. The media schedule will include, however, some consumer-oriented magazines and newspapers, along with Web advertising.

The European campaign is part of an estimated $65m autumn global campaign -- Intel's biggest ever. Some $35m of the total is being spent outside the U.S.

Concurrent to the consumer TV effort is a print campaign aimed at business users that relies on general business publications and professional information technology magazines. A TV campaign aimed at business users breaks in the first quarter of 1998. The first BunnyPeople campaign was aimed more at business than home users, according Pierre Mirjolet, Intel product marketing manager.

"The BunnyPeople characters are a great international symbol to help establish our Pentium II processor brand worldwide," says Ann Lewnes, director of advertising at Intel.

Mirjolet says that research conducted in Europe three months after the first appearance of the BunnyPeople found that the characters were well liked and well recalled. "They were the most successful ad for Intel since it began advertising," Mirjolet says. The world's dominant microchip maker broke its first consumer campaign in 1989.

Copyright September 1997, Crain Communications Inc.

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