Intel Tantalizes Thai Consumers with 'Ultrabook™ Temptations'
Six Experiments Filmed in Four Cities, three countries to see how far people would go to get their hands on Ultrabook
What would you do for an Ultrabook™ computer? That’s the question Intel asks in UltrabookTM Temptations, a series of six light-hearted experiments filmed in four cities across three countries and posted to YouTube today and on http://ultrabooktemptations.intel.com/TH
Sleek and stylish, Ultrabooks are a new category of computers inspired by Intel. They are the next generation in mobile computing---thinner, lighter and more responsive than traditional laptops, but just as powerful and secure.
“People are drawn to Ultrabooks in a way we have never seen before with traditional laptops,” said Dudchaneeporn Pruckwattananon, Marketing Program Manager, Intel Microelectronics (Thailand) Ltd. “We devised the ‘Ultrabook Temptations’ experiments to see how far people would go to get their hands on an Ultrabook.”
The six experiments consisting of Daring Temptation, Power Temptation, Discovery Temptation, Teamwork Temptation, Persistent Temptation and Persuasive Temptation filmed in Australia, Indonesia and Thailand set out to explore the depth of human emotions that surround these objects of desire. The experiments were “temptations” for consumers, encouraging them to go a little beyond their everyday comfort zone to earn the chance to become the proud owner of a sleek Ultrabook. The experiments were filmed spontaneously in an effort to introduce Ultrabooks and are available for viewing by an online audience.
In “Daring Temptation” for example, an Ultrabook is installed in a display case near a busy area with the simple instruction to “Smash Glass to Win Ultrabook” and a small hammer. Would commuters prove daring enough to smash the glass in public and claim the prize?
In Thailand, two experiments, the ‘Power and Persistent Temptations’ were filmed in February 2012. In ‘Power Temptation’ an Ultrabook is locked up in a displayed case outside Lumpini Boxing Stadium with a simple instruction: “Punch the button to unlock an Ultrabook’ The second experiment, ‘Persistent Temptation’ took place the following day at Siam Paragon Shopping Center. During the 4-hour period, an Ultrabook is given to lucky commuters who walk-up and down the elevator at the right time. Over 10 Ultrabooks were given away in total, but most importantly, the campaigns took off and generated great excitement for this new breed of computers.
“With this campaign, we are aligning with our global marketing direction for Ultrabook to be the focus of Intel’s largest marketing campaign in 2012. Intel is putting a lot of effort to communicate with our customers in a more creative and exciting ways. Our ultimate goal is to transform personal computing by delivering a single device that touches consumers on an emotional level and offers the most complete, satisfying experience in sleek, beautiful designs form factor.” Dudchaneeporn concluded.
According to Jayant Murty, Intel’s Asia Pacific director of brand strategy and integrated marketing, “Beauty is in the eye of the beholder. Sometimes product stories are best told through the eyes of our prospective consumers. We hope that seeing the videos will stir up enough interest to go look for Ultrabooks at your nearest computer store.”
The first Ultrabooks -- from brands* such as Acer, Asus, Dell, HP, Lenovo, Samsung and Toshiba -- are in stores now. By the end of the year, Intel expects more than 75 designs in market and that Ultrabooks will become mainstream devices.
