D&AD New blood brief: Put Intel at the heart of consumer purchase by encouraging customers to prioritise Intel devices and increase the company's relevance in PC and laptop purchases. Your response

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This is a dope brief. A telco in Amsterdam did something around getting older people involved in their services by hiring senior citizens to run the shop for a day. Experiential but good start. Look for insights around old people and tech (esp new tech) Older folks use Facebook so you have a platform at least. I know you're stomped but it feels like cheating you coming to fb for this. A little research and interest in advertising goes a long way.

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Yeah I considered that. I'd reach out to folks personally, it's a dope way to find a mentor. Casting a wide net just felt off to me, maybe I'm alone in this.

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Why r u targeting old people? Processing speed and power is the only important thing in the PC/laptop market and intel dominates. Just remind people that processing is everything or it’s not a computers, just a box.

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That's the TG the brief wants us to target - the 'overwhelmed audience' that struggles with the sheer scale of PC and laptop choices.

Should be a digital first campaign targeting 65 yr olds. I am feeling lost with this one. Anyone has any advice on how to approach this and what direction should i think in?

If you can steer them into a lower age range I’d lean into PC Gaming/Twitch streaming/esports. The most hardcore gamers are PC gamers, many of whose machines run on Intel. The association that Intel “powers” these communities = relevance (but only for 13-34 demo).

Completely opposite of what Intel is trying to do these days. Part of the reason for falling behind AMD is that Intel has been concentrating on the data center for several years now.

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