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Intel India unveils its new ‘Sponsors of Tomorrow’ Global Campaign Also announces new Processor Rating System and ‘Intel Inside’ logo design

MUMBAI, India, May 28, 2009 Sandboxes, rock stars and clean rooms mean something entirely different at Intel Corporation , and a new integrated branding campaign by the leading silicon innovator will tell the world how.

Representing Intel’s biggest marketing campaign in nearly 3 years and the first that spotlights the promotion of the Intel brand and not a processor product, “Sponsors of Tomorrow” launched on May 27 in India. The ambitious campaign conveys the message that gigantic advances of the digital age have been made possible by silicon – the key ingredient in microprocessors – and the vast majority of this silicon has come from Intel.

“For more than 40 years Intel has been delivering tomorrow’s ‘normal’ and our new marketing campaign is a way for the world to be made aware of this fact,” said Tim Bailey, marketing director, Intel Asia Pacific. “We’re hoping to convey that we’re not just a microprocessor company, but a move-society-forward-by-quantum-leaps company. What Intel develops today leads the path towards a better tomorrow.”

Apart from television commercials and advertisements in newspapers across the country, special glow signs will be unmasked in retail stores across Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Kolkata, Chennai and Hyderabad to bring in the new campaign. The multi-million-dollar marketing campaign is the largest for Intel since “Multiply,” the September 2006 campaign that supported the then-new Intel® Core 2 Duo . “Sponsors of Tomorrow” is expected to have a lifespan of 3 to 5 years, and was created by Venables Bell & Partners in San Francisco. It is the first campaign for Intel by the agency since being awarded Intel’s master brand account in January. Media planning and buying in India has been done by Omnicom Media Division (OMD)

“Our research tells us consumers find the computer market space complex and want a simpler way to buy. They want to buy from a company and a brand that they trust in. The Indian consumer has an enormous amount of confidence in Intel. The technology Intel develops goes beyond just the microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. Keeping that in mind we launched the “Sponsors of Tomorrow” campaign,” said Prakash Bagri, marketing director, Intel South Asia.

“In India, the campaign will focus on strengthening Intel’s connection with consumers. We have also rolled out a series of new badge designs and a simple processor rating system which will help consumers make the best decision when buying a new computing device,” he added.

According to Jasmin Sohrabji, managing director, OMD India, “With two fairly distinct target audiences to address – one in the form of a tech-savvy consumer, the other of an emerging market – we developed a media strategy that first built an optimum reach base through conventional media. We then took key targeted platforms like digital media, cricket, tech programs and print to create high-impact innovative executions of “Sponsors of Tomorrow”. This approach allowed us to not only effectively reach both our audiences, but we also did it in a tone and manner that was relevant and engaging.”

“Sponsors of Tomorrow” includes print, online, outdoor and other advertisement placements, plus additional marketing efforts like in-store and online retail campaigns, all focused on helping consumers choose the best Intel processor that meets their needs. Global media planning was handled by OMD .

An example of a print ad in India is driven by the line, “Your superstars are a little different from our superstars.” The two-picture visual is, at left, Indian film actors and, in the photo at right, two bespectacled computer engineers are sporting white lab coats in their techy environment. But these aren’t just any engineers. As the ad copy explains, they are the designers of technologies which transform lives.

Another video, titled “Oops,” is set at a technology convention, where Intel is about to reveal a new microprocessor to a packed auditorium. As the dramatic unveiling is about to happen onstage, Intel employees and reporters struggle to find the tiny chip on the floor, and have the impossible task of finding it. The tagline: “Our big ideas are a little different from your big ideas.”

The phased launch began on May 11 in the United States, Germany and the United Kingdom. The campaign is also scheduled to be introduced in the following countries: Australia, Canada, France, Indonesia, Italy, Korea, Malaysia, Mexico, Netherlands, Poland, Russia, Spain, Sweden, Taiwan, Thailand, Turkey and Vietnam. Additional parts of Latin America and Africa are scheduled for June introductions, and Brazil and Japan are slated for August and September respectively.

Retail campaigns encompass a range of executions, from merchandising materials and in-store demos to online ads and training for retail salespeople. The essence of “Sponsors of Tomorrow” will also be incorporated into Intel’s online materials developed to assist consumers researching PC purchases. A heavy internal campaign is already underway at Intel campuses throughout the world.

For India, the message copy has been kept very clear and crisp to focus on why Intel inside in larger form factors as well as outdoors. As you go deeper inside the store, closer to the PCs, messaging becomes more direct.

New Processor Rating System

As another step towards simplifying purchase for consumers, Intel also announced a new Intel® processor rating system using stars and based on features available in each processor. More stars indicate greater features and increased capabilities compared to other Intel processors.

For example, a single star for Intel® Celeron® based PCs denotes value and reliability. Two stars for Intel® Pentium® based PCs stand for dependability and is proven to handle most mainstream applications. Three stars mean smart, fast and energy-efficient technology for PCs that are powered by some of the mainstream Intel® Core 2 Duo processors. Four stars mean advanced processor intelligence, premium technologies and speed to do more for PCs based on the high-end Intel Core 2 Duo processors. Five stars denote the ultimate processor intelligence and breakthrough technologies to maximize computing speed and possibilities for PCs based on the top-range Intel processors such as the Intel® Core i7 processors. OEMs across the world have started following this system to give consumers a quick overview of the processor's most important user benefits.

New ‘Intel Inside’ logo design

The “Intel Inside” logos which are integral to any PC’s list of features have been given a makeover aimed at reinforcing Intel's image as a premium brand. The new stickers have been rolling out to OEMs and channel partners since the beginning of April and are seen on new computers in showrooms and retail outlets around the world.

The most imaginative new element is in the upper right corner, where the badge is "peeled" back to reveal a bit of glittering etched gold substrate that looks like it could have come right off a processor die. The stickers are now horizontally-oriented (replacing the old vertical badge topped with the rounded Intel logo) with the Intel logo remaining on top. Underneath the product brand there's room for additional modifiers, like "Extreme" or "Quad." Overall the color scheme is much richer, with more gradients and shading.

About Intel

Intel (NASDAQ: INTC), the world leader in silicon innovation, develops technologies, products and initiatives to continually advance how people work and live. Additional information about Intel is available at www.intel.com/pressroom and blogs.intel.com .

Intel, Xeon, Pentium and the Intel logo are trademarks of Intel Corporation in the United States and other countries.

* Other names and brands may be claimed as the property of others.

1. Source: Intel. March 2009. Performance measured on Intel ® Xeon processor based machines. Performance based on TPC*-C uses best published or measured results as of March 30. For more information, visit www.intel.com/performance/server/index.htm .

2. World record claim based on comparison of two socket server platforms based on x86 architecture. Performance results based on published/submitted results as of March 30, 2009. Platform configuration details are available at www.intel.com/performance/server/xeon/summary.htm

3 Configuration details for 50 percent lower idle power: Intel internal measurements of 221W at idle with Supermicro 2xE5450 (3.0GHz 80W) processors, 8x2GB 667MHz FBDIMMs, 1x700W PSU, 1x320GB SATA hard drive vs. 111W at idle with Supermicro software development platform with 2xE5540 (2.53GHz Nehalem 80W) processors, 6x2GB DDR3-1066 RDIMMs, 1x800W PSU, 1x150GB 10k SATA hard drive. Both systems were running Windows 2008 with USB suspend select enabled and maximum power savings mode for PCIe link state power management. Measurements as of February.

Configuration details for SPECint*_rate_base2006:
Fujitsu PRIMERGY* TX300 S5 server platform with two Intel Xeon processors X5570 2.93GHz, 8MB L3 cache, 6.4GT/s QPI, 48 GB memory (6x8 GB PC3-10600R, 2 rank, CL9-9-9, ECC), SUSE Linux Enterprise Server 10 SP2 x86_64 Kernel, Intel C++ Compiler for Linux32 and Linux64 version 11.0 build 20010131. Submitted to www.spec.org for review at 240 as of March 30, 2009.

Configuration details for SPECfp*_rate_base2006:
Fujitsu PRIMERGY* TX200 S5 server platform with two Quad-Core Intel Xeon processors X5570 2.93GHz, 8MB L3 cache, 6.4GT/s QPI, 24 GB memory (6x4 GB PC3-10600R, 2 rank, CL9-9-9, ECC), SUSE Linux Enterprise Server 10 SP2 x86_64 Kernel, Intel C++ Compiler for Linux32 and Linux64 version 11.0 build 20010131. Submitted to www.spec.org for review at 194 as of March 30, 2009.

Configuration details for TPC*-C:
HP ProLiant DL370 G6* platform with two Intel Xeon processors X5570 2.93GHz (2 processors / 8 cores / 16 threads), 8MB L3 cache, 6.4GT/s QPI, 144 GB memory (18x8 GB DDR3). Oracle* Database 11g Standard Edition One with Oracle Enterprise Linux OS*. Referenced as published at 631,766 tpmC and $1.08/tpmC; availability date March 30, 2009. For more information see http://www.tpc.org/tpcc/results/tpcc_result_detail.asp .

Configuration details for SAP*-SD 2-Tier:
IBM System x3650 M2 Server with two Intel Xeon processors X5570, 2.93GHz (2 processors / 8 cores / 16 threads) 8MB L3 cache, 6.4QPI, 48GB memory, Microsoft Windows Server 2003 Enterprise Edition, IBM DB2* 9.5, SAP ECC Release 6.0 (2005). Referenced as published at 5,100 SD users. Certification number 2008079. For more details, see http://www.sap.com/benchmark .

Configuration details for SPEComp*Mbase2001:
Cisco B-200 M1 server platform* with two Intel Xeon processors X5570 2.93GHz, 8MB L3 cache, 6.4GT/s QPI, 24 GB memory (6x4 GB DDR3-1333MHz), Red Hat EL 5.3, Linux Kernel 2.6.18-128.el5 SMP x86_64, Binaries built with Intel® C/C++ Compiler 11.0 for Linux. Result submitted to www.spec.org for review at 43593 (SPECompMbase2001) as of March 30, 2009.

Configuration details for SPECpower*_ssj2008:
IBM System x3650 M2* server platform with two Intel Xeon processor X5570, 2.93GHz, 8 GB (4 x 2) memory, Microsoft Windows Server 2008 Enterprise* OS. IBM J9 Java6 Runtime Environment JVM. Result submitted to www.spec.org at 1860 ssj_ops/watt as of March 30, 2009.

Configuration details for VMmark*:
Dell PowerEdge* R710 Server platform with two Intel Xeon processors X5570 2.93GHz, 8MB L3 cache, 6.4GT/s QPI, 96 GB memory (12x8 GB DDR3-1066MHz), VMware ESX beta build 150817. Referenced as published at 23.55@16 tiles. For more information see http://www.vmware.com/products/vmmark/results.html .

Performance tests and ratings are measured using specific computer systems and/or components and reflect the approximate performance of Intel products as measured by those tests. Any difference in system hardware or software design or configuration may affect actual performance. Buyers should consult other sources of information to evaluate the performance of systems or components they are considering purchasing. For more information on performance tests and on the performance of Intel products, visit www.intel.com/performance/resources/limits.htm or call (U.S.) 800-628-8686 or 916-356-3104.

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