Challenge:
Intel aimed to reestablish its leadership in processor innovation and rebuild loyalty among the “Knowledgeable Mainstream”—a tech-savvy, middle-aged audience of professionals who rely on their PCs for both productivity and personal passions. These users demand performance, flexibility, and reliability, but had begun to question whether Intel could keep up with the evolving demands of hybrid lifestyles and multitasking.

Solution:
The “So You Can Switch Your Worlds” campaign introduced Intel’s 12th Gen Alder Lake processors as the ultimate solution for modern multitaskers. Built around the brand idea “Whatever your thing is, we exist so you can do it wonderfully,” the campaign celebrated the duality of today’s users—lawyers who livestream, teachers who DJ, and parents who code by day and game by night.

With a bold, relatable tone and real-world scenarios, the campaign highlighted Alder Lake’s hybrid architecture, which delivers high-performance cores for demanding tasks and efficient cores for background processes. Messaging focused on key benefits: seamless switching between work and play, enhanced security, and scalable performance—all on a single device.

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 Alder Lake as the processor built for modern, multifaceted lives, Intel successfully reconnected with its core audience—reminding them that whatever their world looks like, Intel is here to power it.