Media: Strategy Analysis - Wi-Fi guide targets technophobes.(Intel Corp.)

 
Brand: Intel Centrino 
Client: Intel 
Brief: Broaden the concept of Wi-Fi and Intel Centrino outside the 
techie audience, ideally using non-traditional media channels 
Target audience: Families, women, technophobes 
Budget: pounds 250,000 (including distribution costs) 
 
AGENCIES 
Media: Media Planning Group 
Creative: Wiley Publishing/Euro RSCG 

Any self-respecting, early adopter techie could tell you that Intel is a leading computer technology company, and that Wi-Fi is short for wire-free internet access.

However, to many, a product such as the Intel Centrino Mobile Technology Wi-Fi microchip remained little known and misunderstood.

To reach them, Intel briefed Media Planning Group with making the Wi-Fi concept accessible to the technophobic mainstream, particularly targeting women who might buy laptops or PCs for their families.

MPG knew that it was vital it presented Wi-Fi in a clear and easy manner, and in a familiar environment.

Traditional media channels were unlikely to deliver the necessary cut-through. However, MPG conceived the idea of partnering with the Dummies Guides. The agency approached Wiley Publishing, which was looking to grow its custom publishing business at the same time, and a plan to launch Wi-Fi for Dummies was hatched.

EXECUTION