Intel: Sharing the Promise of AI – One Smell at A Time

Intel, a technology company, increased awareness of its brand as a future leader in artificial intelligence by putting a spotlight on its neuromorphic research chip, which allows computers to emulate the neural structure of the human brain.

Campaign details

Brand: IntelAdvertiser: IntelAgency: Ketchum

Cutting through the saturated AI landscape

The world of AI is confused, crowded and controversial. It's tough to stand out.

Despite having $3.8B in AI revenue in 2019, Intel was facing significant competitive headwinds. Industry competitors were marketing themselves as innovation leaders in the AI category, with the intent of de-positioning Intel in the eyes of key stakeholders.

We knew the key lay in Intel Labs, in showcasing the next generation of AI solutions being researched by Intel's R&D organization.

This is how we started to shift...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands