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Published on September 28, 2007

Intel Microelectronics (Thailand) announced a new advertising campaign entitled 'Chips' to remind consumers about the importance of the processor when buying a computer. Launching in mid September, the campaign emphasizes that an Intel processor turns a good computer into a great computer.

"The results of our regional survey about what motivates people to buy a computer, confirm that most consumers in the Asia Pacific region are unaware of the important role the processor," said Cekiel Danielson, SEA director of marketing, Intel Technology Asia Pte Ltd.  "Through the new advertising campaign, we hope to educate consumers in Thailand about the role of the processor and how it influences all the key facets of a computer such as processing power, connectivity and battery life.  We want consumers to understand that to have the best computing experience, they need to have the best processors," added Cekiel. 

The TV commercial from the 'Chips' campaign depicts a scene in the computer lab which is the birthplace of the Intel processor. Right as the processor is inserted into the empty notebook, the viewer is given an insight to the hopes, angst, and dreams of these powerful processors.

The idea is to give these 'Chips' opportunities to answer the questions about what they want to do, who they want to work for and where they want to go in an engaging, magical and humorous way.

The "Chips" advertising campaign have been run on primetime of TV, print, online and out-of-home media, telling a humorous, magical story of the birth and life of an Intel processor and demonstrating the wonderful user experience that Intel processors provide. The overall message is that the processor is vitally important and should be the first consideration when buying a computer.

Created by McCann Worldgroup, the TV, print and online advertisements first appeared in Thailand in mid of September and will run until end of November 2007, December 2007 and January 2008 respectively. The out-of-home advertisement will launch in October and run until December this year.

As part of the campaign, Intel is also incorporating an online consumer contest on sanook.com web site to increase consumer interaction and engagement with the Intel brand.  Launching in October and last until December this year, consumers can enter the competition by visiting http://game.sanook.com/intel and answering some simple questions related to Intel processors and the new advertisements. Participants will have the chance to win the latest Intel Centrino duo-based notebook.

Additionally, every Friday from three to four pm, consumers can log on to the home page of sanook.com web site or the activation website (http://game.sanook.com/intel) for a live chat. In this way, they can find out first hand information about their IT issues from the 'hardware guru' Phawat Toomkosit, ex-editor of various IT magazines.  Visitors to the site need not to worry if they miss the live chat as they will be able to leave comments or questions for the guru to address in the next round.