Challenge:
Intel was entering a pivotal moment in the PC market, aiming to establish itself as a leader in the emerging AI PC category. With CES serving as the industry’s biggest stage, Intel needed to break through the noise of countless competing announcements and shift its perception from a behind-the-scenes chip provider to a visible, innovation-driving force in personal computing.

Solution:
We delivered a high-impact, citywide takeover during CES, anchored by a showstopping activation on the exterior of the Sphere in Las Vegas. The campaign transformed the iconic venue into a massive canvas for Intel’s AI PC story, showcasing next-generation performance, sleek designs, and real-world use cases. This was supported by an extensive out-of-home media blitz across the Las Vegas Strip, transit hubs, and key pedestrian areas—ensuring the message followed attendees throughout the city. The creative was built to spark conversation, drive social sharing, and make Intel’s leadership in AI personal computing impossible to ignore.

Results:
-The Sphere activation and citywide media campaign delivered tens of millions of impressions over the CES week
-Social buzz and organic media coverage amplified the impact, with content from the activation widely shared across global platforms
-Intel successfully took ownership of the AI PC conversation, elevating visibility and positioning the brand at the center of the next big shift in computing