Toshiba Laptop with Intel: The Inside Experience

Intel, the maker of computer processors, and Toshiba, the laptop manufacturer, used this campaign to reach Millennials, a group that these brands no longer resonated with.

Toshiba Laptop with Intel: The Inside Experience

Pereira & O'Dell San Francisco

Advertiser: Intel + ToshibaBrand: Toshiba Laptop with IntelCountry: USA

Objectives

Locking a girl in a room with nothing more than a laptop isn't how global technology companies typically build their brands. Neither is doing it in real-time. But the cultural and competitive landscape had changed, leaving Intel and Toshiba desperate to grow their business with a new generation of consumers.

In recent years, Intel—long known for advancements in technology and processing power—has been increasingly relegated to "ingredient brand" status where it rarely receives...

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