Slow days are good for side-projects. Always been interested in the history of the Intel Inside campaign so I took a look at it. Stay relevant.

1. from to
A successful campaign at a glance by:
Apo J. Bordin
@Apopotamus
San Francisco, 2012

2. 1991

3. 1991
PROBLEM
Well known in the technology world, but general market consumers are unaware
of what microprocessor brands like Intel actually do.
GOAL
Educate retail associates and consumers about the value of Intel microprocessors.
STRATEGY
Intel trademarks the term “Intel Inside” and establishes a co-op marketing program
that incentivizes PC manufactures to take part.
Intel convinces manufacturers to place the Intel Inside logo on advertising and collateral.
TAKE AWAY
Intel understands that in order to sell more chips,
PC manufacturers need to sell more computers.

4. 1991
LETTER TO STOCKHOLDERS
Promoting the computer inside:
the Intel Inside logo appeared on approximately 3000
pages of our customers’ advertisement in 1991.

5. 1992

6. 1992
PROBLEM
Despite establishing Intel Inside with manufacturers, consumers don’t understand
where to or why they should be looking for the Intel logo.
GOAL
Teach consumers to look for Intel Inside logo.
STRATEGY
Intel licenses the “Intel Inside” name/logo to any PC manufacturer who’s willing to participate in the co-op
marketing program.
In addition to producing its own brand advertising, Intel contributes money to manufacturer campaigns if
they includes Intel Inside.
Intel goes to publishers and media companies and negotiates volume discounts for everyone who
participates in the Intel Inside co-op marketing program.
TAKE AWAY
Intel understands the importance of reach and mass awareness, so they develop a system to amplify
their own advertising by giving their OEM partners the ability to advertise on Intel’s behalf

7. 1992
In early 1992, made by George Lucas' Industrial Light Magic, Intel debuted its first TV
advertising for the then new Intel i486 processor stressing speed, power and affordability.

8. Mid-90s

9. Mid-90s
PROBLEM
Maintaining momentum in the technology world.
GOAL
Continue to educate consumers on the benefits of computers that contain Intel microprocessors
STRATEGY
Treat new chip releases like major consumer facing product launches to generate demand for PCs with
the “latest” technology.
First tech company to adopt plain english descriptions of its products on packaging and in marketing
communications.
Developed the now famous Intel mnemonic (5-tone sound/logo).
TAKE AWAY
Intel put technology in terms general consumers could relate to and understand.
Intel understood the importance of branding, developing a mnemonic to accompany all advertising as well
as engaging in aggressive brand marketing outside of the co-op program.

10. “This symbol outside means you have the standard inside that an entire library of
software has been written to.”

11. Late-90s

12. Late-90s
PROBLEM
Cheap PCs grabs a large market share.
AMD releases the first 1GHz processor.
GOAL
Address the low-cost sector of the industry and gain back the leading position in processors.
STRATEGY
Produce two chip generations in one year.
Announce a limited production of a 1 GHz processor two days later AMD’s release, and announce a 2
GHz chip one year later.
Communicate through an impactful Super Bowl Ad (1997) the arrival of affordable, super-performant
processors for your PC.
TAKE AWAY
As PCs became more affordable and started to enter people’s rooms, Intel followed with low-end
processors and communications that would promote its values, and connect with the consumer culture,
becoming a recognizable, and reliable synonym for computer performance.
Staying true to its values, Intel gains back the leading position in the industry with the release of the faster
PC processor.

13. Late-90s
Intel's “Bunny People”,1997 SuperBowl: “they became nothing less than the
whimsical icons of a go-go PC industry” (Advertising Age). After six years, Intel
was known worldwide, its name synonymous with the computer industry.

14. Early-2000s

15. Early-2000s
PROBLEM
Technology and pop culture is moving faster, creating needs and markets.
GOAL
Keep up with current changes in technology without losing the company brand image.
STRATEGY
Recognize the consumer needs to produce appealing products by combining marketing and research
efforts with technological solutions.
Align the innovative DNA of the brand with the marketing communication by creating emotional,
thought-provoking, and entertaining campaigns.
Address the rising mobile market by creating a template for cell phone companies.
TAKE AWAY
Intel realizes that niche audience are being formed. There is a need for marketing and technical departments
to merge and collaborate, in order to develop products based on people’s needs and preferences.
Noticing the fast-growing mobile market, Intel expands its PC presence into “computing”,
and partners with Microsoft to propose a template for phone manufacturers,
saving money and offering cheaper, more diverse products.

16. Early-2000s
2000
2001
2002
2003