On The Edge Reading - Intel Corporation - Pippa Chick

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Topic: Stories aren’t just for kids * How you can use the power of storytelling to Connect, Energise and Re-Invent your brand. * How story telling drove purchase consideration better than traditional demand gen activity. * Case studies of how story telling has been used effectively, including; Ben Saunders the Polar Explorer; Girl Rising – a movement to support educating girls in developing countries; and Francois Gabart – a professional sailor who used data to make better decisions.

Marketing

Intel Business Imperatives
Yesterday:
Today:
Intel Confidential

Intel Communication Imperatives
Intel Confidential
Technical heritage with human connection

Bringing Intel to Life Through Stories
Intel Confidential

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

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

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

Intel Confidential — Do Not Forward
16
Thank You.

Marc Connor, Chief Marketing Strategist, POSSIBLE Going for the Gut: Building Emotionally Satisfying Digital Experiences Probably one of the biggest issues digital marketers face is creating digital marketing that doesn’t look like, well, digital marketing. Particularly when it comes to linchpin categories such as Fast-Moving Consumer Goods (FMCG), where multi-billion brands have long been known for their stirring broadcast work and generation spanning brand mascots. Think Poppin’ Fresh (aka the Pillsbury Doughboy), Tony the Tiger, the Keebler Elves. Those friends (or enemies) you grew up with! But when it comes to the digital space, that emotional connection all too often becomes one that is transactional, forgettable or unsustainable. In this session we will examine how to build, maintain and nurture emotionally satisfying digital experiences for FMCG brands that leverage the unique qualities of the interactive space to create high-involvement consumer/brand interactions. Using real life examples from brands such as ConAgra Foods, Smuckers and P&G, we’ll offer a detailed vision of how the smartest marketers are approaching this issue and provide a unique perspective on integrating the barrage of new technologies without losing focus on the bigger picture.

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Topic: How to inspire a meaningful connection with your community – an innocent drinks story Joe tells the inspiring story of the innocent brand from West London start up fourteen years ago to its position as number one smoothie brand in Europe today, demonstrating that a willingness to communicate openly and naturally with consumers at every touch point is key to building an engaged community of consumers. * The secrets behind innocent’s success at engaging consumers * How to implement and sustain an outstanding customer-engagement strategy * How to combine the online vs offline interaction for optimal results * Top 5 community development lessons that can be transferred across any industry

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On The Edge Reading - Intel Corporation - Pippa Chick

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.

On The Edge Reading - Intel Corporation - Pippa Chick

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