Intel
Intel Centrino Technology ‘Hotspots’
Campaign Objective
There were two target markets:
- Mobile End User - People who use laptops at home or at work
- Business Mobile End User - MEUs who travel regularly on business
What We Deduced From The Briefing
Millions of pounds had been spent on installing this revolutionary infrastructure. However, wireless technology is exactly what it says - without wires, consequently invisible. Therefore, Intel as market leader in processors wanted to take the lead and be associated with the next technological revolution.
What the sales team had to do was...
- Highlight to Londoners the power and convenience of this technology
- Convey that Wi-FI is prevalent in London
- To explain the concept in a simple and effective way
- To tell Londoners where the Hotspots are so that they can connect to the internet
Our Proposal
It became clear that to educate London with the Wi- Fi benefits required a communication channel greater than a typical above-the-line ad.
To do this we turned to the power of our A5 guides, which are distributed free with the Evening Standard. These guides had already proved successful with many of our major clients and they are the ideal solution to get across ‘heavy text’ in an interesting and informative way as well as offering longevity for the reader to use it as a reference tool. Their size also makes them user friendly.
We suggested that the guide should be sponsored by Intel and titled ‘WAKE UP TO WIRELESS LONDON'. The booklet would carry Intel branding on the front cover as well as branding ads to create a magazine feel. The broad outline of the supplement would be agreed between client and our editor. All sponsored advertising supplements carry the Evening Standard logo.
To catch further reader attention we also suggested running a competition in the guide and online activity to support the campaign.
Intel was also advertising on outdoor and trains so our campaign had to complement this advertising.
The Process
We had to work very closely between our technology correspondent Mark Hughes-Morgan and the client to ensure that the brief delivered the elements required by Intel. It also had to meet the demands of the editorial department. To do this the editor had to be convinced that the topic would be leading edge and engage our London audience. This was accomplished with a meeting between all parties.
We believed that this solution met Intel’s needs to be informative and interesting; plus: -
- Intel benefited from the brand values of the Evening Standard
- Intel benefited from the editorial skills of an Evening Standard writer
- It created a big splash in London
- It complemented their outdoor and train advertising
- It had longevity - readers who retain a copy for perusal
- The guide would reach the right people at the right time
The Final Product
- 350,000 A5 guides
- 'In association with’ Evening Standard on the front page of the guide
- Inside Front/ Back page advertisement in the guide
Editorial included:
- What is Wi-Fi?
- Testing the hotspots
- A guide to where the hotspots
- Wireless homes
- Gizmos for the home
- Laptop guide
- Security tips
A competition to win a Hewlett Packard widescreen laptop worth £1,199 plus free wireless internet access was also included.
The activity was supported by an online advertorial on the ThisisLondon website to create an integrated approach.
The Results
Overall the project more than fulfilled its objectives set out at the planning stage which required full and unquestionable support and willingness from all parties. This was a truly tripartite project between client, agency and media owner.
Spokesperson | MPG
The London Business School asked for as many copies as possible to provide to each of their students - a strong indication of the projects success.
The London Hotspot Map was duplicated for a Mobile Experience Zone event at Paddington where all the copies were taken up.
6,599 entries to the offline competition exceeded all expectations.
The ‘ThisisLondon’ advertorial gained excellent exposure, delivered Intel specific information and contained a London hotspot map.
This advertorial allowed us to extend reach to a more mainstream consumer audience with relevant information on how and where they can access wireless. We achieved over ½ million recorded exposures of Centrino advertising.
Spokesperson | MPG
Within 6 months of its publication Wi-Fi was big news in London and everyone was writing about it - our own editorial team are now reviewing the pros and cons in the front half of the paper without battling against the idea. This has improved our standing in the new technology/communications marketplace as we were one of the first mediums to write about it.
We are now a core medium to the Intel advertising campaign and we achieved 100% of their objective.
