We needed brands of similar standing to partner with us, so we linked up with Virgin Radio and Talksport, the UK’s biggest music and sport radio stations, and with the Guardian and Metro newspapers for the press approach. All ran editorial to recruit “citizen journalists” for Intel Centrino, and Intel supplied the dream events. We worked together to transform the consumers’ experiences into real time online copy, filed instantly and published and broadcast the following day.

Our innovative campaign reached 45% of our target audience five times, the Access All Areas Press Pass generated 5.5 metres of editorial. Our media partners developed outstanding copy to support Intel Centrino, and the campaign positively shifted understanding of Wi-Fi technology, almost doubling it from 24% of consumers to 42%.