There hasn’t been a global campaign from Intel of late that created as much buzz as the ‘Intel Inside’ campaign. The Intel logo, with the “e” slightly lowered, ran for 37 years and was changed to one having an oval swirl around the company’s name and the phrase “Leap Ahead”. They have now launched an integrated branding campaign using the theme, ‘Sponsors of Tomorrow‘. At the heart of the campaign are Intel’s engineers, showcased as rock stars. One of the engineers featured is Ajay Bhatt, co-inventor of the USB. The list of fellows over at the Intel Press Room has a lot of Indians, not surprisingly.
For a tech company, this is a light hearted approach, bordering on self deprecation. It’s already got the websites & blogs buzzing. Intel has a lot to be proud of; they have developed some really cool technologies that affect our lives. This campaign is likely to meet it’s double-barrelled objective – get its employees and consumers to feel good about the brand.