8 Jun 2016
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Intel abandons ‘inside’ positioning to share amazing experiences

“If the bee disappeared off the surface of the globe, then man would have only four years of life left.”

That is the sobering thought that kicks off Intel’s latest online film in its Experience Amazing series.

The film, ‘Bees with Backpacks’, tells the story of a scientist who is putting micro-sensors on bees and Intel technology in their hives. The stories reveal how Intel technology is helping science to understand why bees are dying which will hopefully help to develop ways to save them from extinction.

It’s a great piece of film that showcases how great minds are using technology to make the world a better place. And unsurprisingly, this is the new strategy driving Intel’s marketing activity.

This year Intel revealed a shift in its positioning moving away from the ‘chip inside’ messaging, which has dominated its marketing to adopt a new strategy as the enabler of amazing experiences. 

When the ‘Experience Amazing’ campaign kicked off in January, Intel VP-global creative director Teresa Herd, told Ad Age, “We have to tell people about all these amazing things Intel has been a part of, 'Did you know that we were in the space shuttle? And the Hubble Space Telescope and Stephen Hawking's computer?' Intel's been part of these huge cultural experiences, and we as a company never talked about them or tried to get credit for them. But we have to let people know. Kids today don't care about what's inside -- they care about what they get to do with it. That's been the impetus for the whole campaign."

‘Bees with Backpacks’ is one of a growing stream of films that showcases Intel’s technology by sharing the experiences and stories of the people who are making things happen.

The films are targeting young audiences, specifically young developers and inventors. This audience has become a huge focus for Intel, which has launched the Maker Movement, a program devoted to innovation, creativity, and triumphs of the human spirit. Intel’s aim with Maker Movement is to engage “die-hard tinkerers who use technology to built a better, more interesting world.”Maker Movement, a program devoted to innovation, creativity, and triumphs of the human spirit. Intel’s aim with Maker Movement is to engage “die-hard tinkerers who use technology to built a better, more interesting world.”

With the explosion of the Internet of Things, Artifical Intelligence, virtual reality and wearable devices, there has never been a more important time for tech companies. Intel, is among a host of companies, seeking to attract brilliant young minds to its technology. 

With Intel's Maker Movement and the 'Experience Amazing' positioning, Intel is aiming to position the company as the best technology partner to help makers achieve their visions. 

Speaking at Intel Development Forum in 2015, Intel’s corporate strategy officer, Genevieve Bell, said, “It’s never been a more exciting and accessible time to invent the future. It’s about changing the world, in small ways and big ways.”

In recent years Intel has launched micro-technologies such as Curie and Edison, to attract makers as well as partnering with Turner Broadcasting in the US to create a reality TV series called America’s Greatest Makers. 

The brand is on a single-minded mission to showcase its leadership and innovation by sharing the stories behind its technology and detailing how Intel is helping to create these "amazing human experiences". 

In many ways, the strategy is similar to GE, which along with Intel, has been a pioneer in the branded arts and entertainment space. Both brands have demonstrated bravery, leadership, and innovation in their branded arts strategies, while also showcasing a solid understanding of what audiences want.

With 'Experience Amazing', Intel is building a solid arsenal of online storytelling which brings to life the brand positioning, while reinforcing its leadership and innovation. It's also created an inspiring and entertaining series of films. Each film is a unique story which not only showcases the company's technology but also the power of creative and innovative thinking.

The idea of launching a series of films is not new, in fact, Intel has been rolling out brilliant films for years both documentary short films as well as fictional films via the award-winning Inside Films platform with Toshiba and Dell

However, while it is very easy to get this wrong, Intel has nailed it. A great achievement from a brand that continues to excel in the branded arts space. 


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Stuart

10 Jun 2016

No acknowledgement of the CSIRO's involvement is a bit disappointing. Nice piece for Intel but a little misleading if you know anything about this project....
Stuart

10 Jun 2016

No acknowledgement of the CSIRO's involvement is a bit disappointing. Nice piece for Intel but a little misleading if you know anything about this project....

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