To launch the new Intel Pentium 4 Processor, keeping the leadership in the development of high technology.Consolidating the Pentium 4 Platform as a synonym of high technology through digital tools like: MP3, digital photos/films and 3D games.The campaign was created using “Aliens” as characters. The “Aliens” have digital experiences while using an Intel Pentium 4. Establishing that way a new concept: Intel Pentium 4 “The Center of Your Digital Universe”.

Marcio Maffei/Media Vision UCI To launch the new Intel Pentium 4 Processor, keeping the leadership in the development of high technology.Consolidating the Pentium 4 Platform as a synonym of high technology through digital tools like: MP3, digital photos/films and 3D games.The campaign was created using “Aliens” as characters. The “Aliens” have digital experiences while using an Intel Pentium 4. Establishing that way a new concept: Intel Pentium 4 “The Center of Your Digital Universe”. The media Idea consists in the first and exclusive sponsorship of a digital cinema room in the world, associating the Intel Pentium 4 “The Center of Your Digital Universe” concept, to the innovative technology of the digital cinema room in Brazil.In doing so, the entire cinema complex was personalized and the room was given the name: Intel Digital Room. With this massive Intel brand immersion it’s possible to reach the target from the buying of the ticket until the exhibition of the Intel Ad on the cinema screen. Intel is offering their target a new experience on the screen, exploring all the potential of this environment in different ways: Intel has its logo and slogan in the ticket hall, the lobby is customized with banners, billboards and a stand with Pentium 4 products for demonstration, all the way leading to the cinema room is spotted with “Aliens” foot prints, the doors are filled up with stickers. Inside the room all the seats have the Intel logo and the audiences will watch only an Intel Advertisement before the film. All the ads are made using the Aliens as characters.It is a six-month action, reaching an extremely focused target, which is an opinion leader in the main Brazilian markets. It is predicted an expansion of this action to other markets.

The succession of the campaign message impacts, from the theater lobby to the Digital Intel room, creating a predisposition for the target to receive the Intel advertisement in a very positive way.A recall research conducted after the film exhibition proved 100% recall. Also, in the same research we found out that 98% of the target understood the message.It was also possible to feel the impact of this innovative use of cinema in the media: many positive and spontaneous articles were published about the Intel Digital Room.The Intel Digital Room gave an opportunity to the target to try the digital experience in the same way they will only find with an Intel Pentium 4 Processor. The media team has developed the entire project, a local contribution to the launch of Intel Pentium 4 Processor Global Campaign.Carillo Pastore EURO RSCG Media Team developed the idea and found at Media Vision UCI, the ideal partner for this innovation. As the creative material had already been developed in the US, the only possible way we had to show our innovative work was through the media. For that reason, the media team was entirely responsible for the conception, approval and execution of the project: Making this an exclusive and authentic media case. It’s about a brand new project: It’s the first and “only” digital cinema room sponsored in the world.

Through this idea, Intel introduced the digital cinema in Brazil, appropriating itself of the technology of the future – The Digital Universe.In the other hand, the idea contributed to the consolidation of the brand process in Brazil, leading the audience to associate the Intel with some characteristics involved in the cinema grounds: leisure, entertainment, high quality images and sounds. All this created with the highest technology.Thus, not only by the innovation but mainly by its pertinence, the idea presents some features that make it unique, innovative and above all, successful.

The media team has developed the entire project, a local contribution to the launch of Intel Pentium 4 Processor Global Campaign.Carillo Pastore EURO RSCG Media Team developed the idea and found at Media Vision UCI, the ideal partner for this innovation. As the creative material had already been developed in the US, the only possible way we had to show our innovative work was through the media. For that reason, the media team was entirely responsible for the conception, approval and execution of the project: Making this an exclusive and authentic media case.

It’s about a brand new project: It’s the first and “only” digital cinema room sponsored in the world.

Through this idea, Intel introduced the digital cinema in Brazil, appropriating itself of the technology of the future – The Digital Universe.In the other hand, the idea contributed to the consolidation of the brand process in Brazil, leading the audience to associate the Intel with some characteristics involved in the cinema grounds: leisure, entertainment, high quality images and sounds. All this created with the highest technology.Thus, not only by the innovation but mainly by its pertinence, the idea presents some features that make it unique, innovative and above all, successful.

The media Idea consists in the first and exclusive sponsorship of a digital cinema room in the world, associating the Intel Pentium 4 “The Center of Your Digital Universe” concept, to the innovative technology of the digital cinema room in Brazil.In doing so, the entire cinema complex was personalized and the room was given the name: Intel Digital Room. With this massive Intel brand immersion it’s possible to reach the target from the buying of the ticket until the exhibition of the Intel Ad on the cinema screen. Intel is offering their target a new experience on the screen, exploring all the potential of this environment in different ways: Intel has its logo and slogan in the ticket hall, the lobby is customized with banners, billboards and a stand with Pentium 4 products for demonstration, all the way leading to the cinema room is spotted with “Aliens” foot prints, the doors are filled up with stickers. Inside the room all the seats have the Intel logo and the audiences will watch only an Intel Advertisement before the film. All the ads are made using the Aliens as characters.It is a six-month action, reaching an extremely focused target, which is an opinion leader in the main Brazilian markets. It is predicted an expansion of this action to other markets.

The succession of the campaign message impacts, from the theater lobby to the Digital Intel room, creating a predisposition for the target to receive the Intel advertisement in a very positive way.A recall research conducted after the film exhibition proved 100% recall. Also, in the same research we found out that 98% of the target understood the message.It was also possible to feel the impact of this innovative use of cinema in the media: many positive and spontaneous articles were published about the Intel Digital Room.The Intel Digital Room gave an opportunity to the target to try the digital experience in the same way they will only find with an Intel Pentium 4 Processor.