SHOPPER EXPERIENCE
Intel rewards you: discover the secret ingredient
CLIENT: INTEL
From entertainment to education, from industry to medicine: the key role of computer science is now evident in any sector and involves the most disparate generations. How, then, can the language of PCs be made more accessible? Target Italia takes care of it.
Objective
Have you seen the acronym CPU next to a PC in a store and don’t know what it means? Intel, a world leader in microprocessor production, was looking for a simpler and more immediate way to communicate its technology, as well as engage the shopper and increase brand consideration and recognition.
Our solution
Target Italia accepted the challenge, leveraging a culinary metaphor in a fun and unique way.
Imagine the computer as a restaurant kitchen, where the RAM is the countertop, the Storage unit is equivalent to the pantry, and the Processor is none other than the chef who assembles the ingredients and prepares delicious dishes.
We thus conceived the prize contest ‘Intel rewards you: discover the secret ingredient‘. Anyone who purchased a device equipped with an Intel processor at one of the participating retail stores would have the opportunity to win a subscription to a cooking magazine, in addition to a delicious dinner prepared by a personal chef at home.
Target Italia handled the entire project management, from the choice of the creative concept to the realization of the photo shoot for the campaign launch, and even the creation of communication assets and promotional materials (brochures, gadgets, etc.).
The promoters within the retail store were also playfully dressed as chefs who, like culinary experts, were tasked with letting customers ‘taste’ the secret ingredient of every PC: the processor. This element, in fact, just like a skilled chef, is what makes the difference, allowing the computer to execute more instructions in the shortest possible time, improving its overall performance.
The result? Promoting an Intel processor has never been so ‘creative’!
