jonathangrayson

Challenge:
When Intel’s largest competitor launched a rival data center processor, the competitive marketing landscape quickly turned into a battle of technical specs. But for Intel’s IT audience—time-strapped professionals managing complex infrastructures—the real issue wasn’t performance; it was the cost of switching. Intel needed a campaign that reframed the conversation and spoke directly to this audience’s daily reality.

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Solution:
Rather than spotlight Intel’s product advantages, we launched “Weekends with Intel”—a campaign grounded in empathy and insight. Built on the fact that Intel powers nearly 90% of today’s data center architectures, the campaign focused on what IT leaders would lose by switching to a new ecosystem: time, simplicity, and peace of mind.

Through a series of playful, relatable vignettes, we highlighted how sticking with Intel means fewer disruptions—and more time for the things that matter, like enjoying their weekends. By shifting the focus away from speeds and feeds, and toward the personal and professional cost of change, the campaign forged a stronger emotional connection with IT decision-makers.

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Outcome:
“Weekends with Intel” broke through traditional B2B noise with a fresh, human-first approach. It resonated deeply with the IT community, reinforced Intel’s dominance in the data center space, and helped reframe the value of architectural consistency at a time when competitors were pushing costly migrations. The campaign drove significant engagement across digital channels and became a benchmark for audience-centric storytelling in B2B marketing.