Tuesday, September 15, 2009

Yes Virginia: “Its Intel Inside… but Image by PicoP.”

Intel has become one of the world's most recognizable computer brands following its long-running “Intel Inside” campaign. The campaign, which started in 1991, was created by Intel marketing manager Dennis Carter. The five-note jingle was introduced the following year and by its tenth anniversary was being heard in 130 countries around the world.



Image by PicoP” is, or so it seems at this early stages of Microvision’s marketing campaign, the slogan [or the champion theme] for its line of laser based PicoP Display Engines. With the commercial launch of SHOWwx today─ the world’s first laser based Accessory PicoP projector─ the Microvision company has laid the foundation for its future marketing campaign by embracing “Image by PicoP” as its champion theme.


Intel Inside” campaign is considered as the most suceesful and key component of Intel’s marketing strategy responsible for the ubiquitous status of its CPUs in the personal computer market place.

How well the “Image by PicoP” campaign will work for Microvision’s PicoP Display Engines remains to be seen as its just the beginning of the journey to achieving the ubiquitous status in the Pico projection market place… that consists of over 2 billion digital devices as potential candidates for adoption.


According to Wikipedia…

“An advertising campaign is a series of advertising messages that share a single idea and theme which make up an Integrated Marketing Communications (IMC). The critical part of making an advertising campaign is determining a champion theme, as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.”

Anant Goel