The campaign was centered on the passions a computer helps you indulge in: music, gaming, work. -Enhanced music experience (creation of online music channels, live streamed concerts, Sylvester festival in Berlin, retail promotion with Jamiroquai) -Domination of gaming events (Golden Joystick Awards, Friday night gaming initiatives)-Supercharged Intel experience on the way to work with breakfasts handed out to commuters and exposure to innovative outdoor (digital escalator panels, interactive bus shelters, megaposter with light technology)

Intel not only exceeded its aided awareness target by 68% in Germany and 15% in the UK but also its brand linkage target by 243% in Germany and 71% in the UK.The campaign delivered more than 110 million impressions and drove in excess of 265,000 consumer to the Intel website.