Intel has gone to town this youth month with a number of exciting new projects aimed at captivating the youth market. The first of these projects is the dynamic and impactful "Create Your Tomorrow" with Intel campaign. It consists of school and mall activations which are aimed at high school learners, university students and their parents.
The campaign theme is focused around youth rocking their future [today] within one of the four pillars of the campaign: technology, sports, business or creativity. The campaign engages learners, teachers and parents through a highly memorable experience at each point of interaction. It aims to build brand awareness and loyalty towards the Intel brand, maintaining healthy brand relationships through a mutual interest offering.
"We want to create an appetite for laptops and tablets, and create a desire for low priced, high output technology in the younger market." - TJ Hugo, school roadshow presenter
HDI Youth Marketeers rolls the programme out in schools and malls across the country and has already successfully visited schools in the North West, Free State, KwaZulu-Natal and Gauteng. Activations extended to the malls over the weekends following weekday school visits. Teams visited Mooi Rivier Mall in the North West, Loch Logan Mall in Bloemfontein and are set to hit Galleria Mall in KwaZulu-Natal over the youth day long weekend, before returning to Gauteng malls and schools.
This extensive campaign is supported by a two-tiered competition - in the first tier, youth are encouraged to send an SMS with the word "Intel" and their details to the number 33960 to stand a chance to win a VIP shopping experience for the winner and a friend - valued at R10,000. The second part of the competition can only be entered through placing an entry form into an entry box made available at any of the seven national mall activations and this time winners stand a chance to win themselves an impressive ASUS Fonepad.
School roadshow teams deliver a show to schools, but also leave behind posters and postcards for learners and educator workbooks for teachers. The content of the workbooks provided to teachers is CAP-aligned, and therefore in line with Departmental curriculum requirements.
Intel has also recently been in the news for its recent focus on innovation. "The company that all but invented the microprocessor wants to reclaim its leadership." reported Times Live available here.
MD of HDI Youth Marketeers says, "Taking tech to teens is a great opportunity. There is such high usage but not a lot of tech brands are connecting the dots between their products and how they can raise teen productivity and achieve real life aspirations - this campaign allows us to do that, so it's a privilege to roll it out in schools, malls and online." From the "Create Your Tomorrow" programme, a new team goes straight into the thrilling ASUS "Search for Incredible" project aimed at celebrating the arrival of a range of new ASUS products to South Africa. This programme also includes a series of exciting school and varsity activations, as well as a mall extension.
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