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...