Knowledgeable Mainstream

Challenge:
Intel set out to reconnect with the Knowledgeable Mainstream, a tech-savvy audience of professionals who expect their PCs to keep up with demanding work, creative hobbies, and entertainment. With hybrid lifestyles becoming the norm, performance and flexibility were more important than ever.

Solution:
The Holiday 2022 campaign introduced Dahlia, a tech whiz, and Erika, her less tech-forward friend. Through their playful dynamic, viewers learned what makes 12th Gen Intel Core laptops stand out: faster multitasking, smoother streaming, and smarter creative tools. Messaging focused on real use cases like photo editing, productivity, and entertainment, with up to 57% better responsiveness and 56% faster multitasking.

The campaign ran across OLV, radio, print, social, banners, DOOH, SEM, and retail. All paid media drove to retail dot-com to reach active shoppers.

Results:
The campaign resonated with the Knowledgeable Mainstream by speaking directly to their lifestyle and expectations. Early results included:
-A 22% lift in brand favorability among the target audience
-2.5x engagement on digital video and social content compared to previous processor launches
-Increased consideration and purchase intent for Alder Lake-powered devices across key retail partners
-Positive sentiment around Intel’s renewed innovation and relevance in the PC space

By positioning Intel as the processor built for modern, multifaceted lives, the campaign reminded users that whatever their thing is, they can do it wonderfully.