Topic: Stories aren't just for kids

1. Stories Aren’t Just for Kids!
The Power of Storytelling to Connect, Energise and Re-invent Your
Brand
Pippa Chick
Head of Consumer Marketing, Northern Europe
Intel Confidential — Do Not Forward

2. Intel Business Imperatives
Yesterday:
Today:
Intel Confidential

3. Intel Communication Imperatives
Intel Confidential
Technical heritage with human connection

4. Bringing Intel to Life Through Stories
Intel Confidential

5. A Polar Explorer for Differentiation
Intel Confidential
Challenging Human and Technology Frontiers

6. Intel Confidential

7. Keeping your Passion Fresh
Intel Confidential
Every girl holds the power to change the world

8. Intel Confidential

9. Extend Brand Understanding Through Surprise
Intel Confidential
A Coffee-shop Experience from a Machine

10. Intel Confidential

11. The Smallest Things can Have the Biggest Impact
Showing Brand Clarity, Commitment, Protection and Responsiveness
Intel Confidential

12. Intel Confidential

13. Driving purchase consideration
”Brand ad” can drive higher purchase consideration than a “product ad”
Purchase
Consideration:
Intel Confidential
Girls Rising Ad Ultrabook Ad
Definitely/probably will
choose an Ultrabook
next time
61% Definitely/probably will 19%
choose Intel next time
Source: IMR Copy testing pilot, August 2013

14. Look Inside.™
People.
…to find the inspiration,
the courage, the drive
to go do something
Look Inside.™
Intel.
…to be inspired by the
scientists and
employees united by a
Consistency
wonderful.
vision to enrich every
life on the planet.
Look Inside.™ Products.
…for an Intel processor inside
and an amazing experience

15. Closing Video
Intel Confidential

16. Intel Confidential — Do Not Forward
16
Thank You.