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Intel's Global Advertising Focuses on Mobile PC Consumers; TV Ads Put Centrino Mobile Technology Brand Logo in Motion

Posted on: Monday, 23 February 2004, 06:00 CST

Intel Corporation is focusing its latest advertising for Intel(R) Centrino(TM) mobile technology and the benefits of an unwired computing lifestyle on the quickly growing mobile PC consumer market segment. The global campaign consists of television, print, online and outdoor elements. ¶ Under the campaign theme of "Unwire," the advertising kicks off with a series of 15-second TV spots that put the brand logo in motion to illustrate the compelling benefits of Centrino mobile technology. In one ad, the blue and magenta logo cuts through a clutter of wires to free itself. In another ad, the logo is gliding freely above the clouds as the voiceover says "Want to glide with a thin and light laptop? Unwire with a wireless laptop powered by Intel Centrino mobile technology." Additional TV ads will capture "unwired moments," including the story of a vacationing couple using a Centrino mobile technology-based laptop PC to send videos from a hotspot in Taormina, Sicily. ¶"Our goal is to stay focused on the unwired lifestyle that this new brand enables," said Pam Pollace, Intel vice president and director of the Corporate Marketing Group. "These 15-second spots capture a key benefit of being unwired, and also complement our overall 'Unwire' campaign for Centrino mobile technology."¶ According to industry analyst firm IDC, mobile PC sales are growing dramatically, with sales to consumers representing the fastest-growing sub-segment. Worldwide growth for the consumer portable PC segment is projected to grow nearly 30 percent in 2004.(1) ¶ Today, more than 130 laptop PC designs are based on Centrino mobile technology and nearly 30,000 hotspots around the world have been verified on the award-winning technology.(2) ¶ Intel Centrino mobile technology includes the Pentium(R) M processor, related chipsets and 802.11 wireless networking capabilities. The technology also includes features designed to enable thinner and lighter designs, extended battery life and outstanding mobile performance. ¶ Intel plans to introduce its next-generation Pentium M processor for Intel Centrino mobile technology, codenamed Dothan, in the second quarter, helping to usher in an even broader selection of thinner and lighter laptop PC designs with enhanced performance capabilities. ¶ The global advertising begins with TV on Feb. 23 in the United States, followed by introductions in 11 other countries. Print, online and outdoor advertising will follow shortly thereafter. The ads will prominently highlight the blue and magenta brand logo along with a lifestyle-oriented tagline that matches each outlet's editorial. For instance, an ad appearing in an entertainment magazine will feature the logo on a reel of movie film with the tagline "Now starring in laptops everywhere." In another example, an ad appearing in a sports magazine will show the logo in the center of a tennis racquet with the tagline "High performance laptop. No strings attached."¶ Additional print and online ads appearing in business and IT-related outlets will provide more information about the core mobility benefits of Centrino mobile technology. ¶ Euro RSCG MVBMS in New York created the television, print, online and outdoor advertising which runs through June. ¶ For more information on "Unwire" or to view the advertising as it breaks, visit www.intel.com/unwire. ¶ Intel, the world's largest chipmaker, is also a leading manufacturer of computer, networking and communications products. Additional information about Intel is available at www.intel.com/pressroom.

(1) IDC Worldwide Quarterly PC Tracker - Dec. 2003

(2) Intel Corporation

¶ Note: Important Information: Wireless connectivity and some features may require you to purchase additional software, services or external hardware. Availability of public wireless LAN access points limited. System performance measured by MobileMark* 2002. System performance, battery life, wireless performance and functionality will vary depending on your specific hardware and software configurations. See www.intel.com/products/centrino/more_info for more information. ¶ Intel and Intel Centrino are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. *Other names and brands may be claimed as the property of others.

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