Bangkok--Oct 29--Intel Integrated campaign evolves Intel's popular Bunny PeopleTM characters Intel has launched a new advertising and marketing campaign in Thailand to promote the Intel Pentium II processor to mainstream business and home users. Already underway through December in several countries in Asia Pacific, the campaign is Intel's biggest yet, with media investments of more than U$$ 10 million throughout the region. The campaign builds on Intel's Bunny PeopleTM characters which are widely recognised from a previous ad campaign when the MMX technology was launched. Using BunnyPeople characters the campaign is aimed to communicate to consumers the efficiency of the Intel Pentium II processor, the fastest microprocessor or "brain" used in the personal computers. The campaign signals the arrival of Intel's Pentium II processor for the mass consumer and business market segments. TV and print commercials build on Intel's BunnyPeople characters in colourful suits, as representing Intel technicians working in high-tech manufacturing factories (fabs) to produce Intels latest microprocessor. The ads also introduce a new element - the "TechMobile" -- a fun van which carries BunnyPeople characters to show the benefits of the Pentium II processor to pepole around the world. The TechMobile was designed and built by the team responsible for vehicles in the movies "Fifth Element" and "Batman & Robin". Intel's worldwide advertising agency, Euro RSCG, created the concepts, entitled "Drive" and "Hong Kong" along with another concept currently in development. Deborah Conrad, director for brand marketing for Intel Asia Pacific said:" Asia's consumers continue to have a healthy appetite for technology, especially for multimedia and interactive PCs. As we reach out to consumers across Asia to communicate the power of Pentium II processors, it's important for us to have a friendly and fun brand which appeals to a broad consumer audience." "Our research shows that the BunnyPeople characters have been a positive influence on Intel's brand personality. The characters combine the more serious, high tech manufacturing environment showing BunnyPeople characters in white suits with the fun, lively personality seen in colourful suits and dancing to music. Some adjectives we use to describe the brand personality are bold, brignt, colourful, unexpected, innovative, confident and high-technology," she added. In Asia, the campaign runs until the end of the year in Australia, Indonesia, India, Korea, Malaysia, New Zealand, the People's Republic of China, the Philippines, Taiwan, Thailand, Vietnam and Pakistan. This activity forms part of a worldwide advertising campaign running in over 25 countries. Mr. Accharas Ouysinprasert, country manager of Intel Microelectronics (Thailand) Ltd, the Bangkok office for Intel commented on the launch of the advertising campaign in Thailand: "The TV commercials was launched on 27 October during the prime time of all major channels, and this will be continued until the end of the year. Print advertising will also be launched continuously in several top newspapers to enable us to reach a broad consumer audience quickly and effectively. Our Thai web site is another channel that we will do web advertising." In addition to TV, and print advertising, Intel Thailand has conducted various marketing support activities. In September a press conference was launched for the Pentium II processor during which a demonstration of it benefits to PC home users successfully impressed the consumer press. This marketing support campaign was followed by a seminar in October for retailers and resellers to train them about the technology and products. During 7-9 November Intel Thailand will once again hold a big fair called "Intel PC Party Day" at Zone C of the World Trade Center which will include product exhibition, and demonstration of the benefits of the Pentium II processor, especially to home users, using the latest applications. PC consumers will be able to see the benefits of Pentium II processor for creativity and entertainment as well as enjoy seeing the biggest ever exhibits of personal computers using the Pentium II processor by all leading computer manufactures. For lucky PC buyers at the Intel PC Party Day, Intel Microelectronics (Thailand) Ltd is preparing many attractive souvenirs such as colourful fashionable knapsacks and cute BunnyPeople beanbag dolls. Intel, the world's largest chip maker, is also a leading manufacturer of personal computer, networking and communications products. Through innovative technologies, Intel is committed to advancing the connected PC for high-Performance business computing while reducing management and support cost. Additional information is available a http://www.intel.com/th/thai/. For more informantion, please contact Petcharaporn Charoennibhonvanich Intel Microelectronics (Thailand) Limited Telephone: 654-0654 Internet address: petch_charoennibhonvanich@ ccm.isin.intel.com, Kanpirom Ungpakorn Presko Shandwick (Thailand) Limited Telephone: 273-8800 Internet address: [email protected]. End.