Intel launched the Intel Centrino 2 processor without anyone knowing what the Intel sticker on their computer actually means. Intel Benelux wanted to create awareness by letting consumers know the processor speeds up your computer, resulting in less waiting.To pass this message, we created a movie that shows how the processor affects the everyday life of one of the most known and hated icons we have known: the hourglass. To reach our audience without any media budget, we went for a carefully planned seeding strategy by integrating the clip on relevant Benelux blogs and websites resulting into 400.000 views.