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The Beauty Inside

Intel + Toshiba

Issue 27 | June 2013

Background

Intel and Toshiba were looking to improve brand perception and purchase consideration among an 18-34 year old audience. Research showed this target saw technology as a tool for allowing them to see, do and share more of what they care about. In fact, 75% of 14-29 years olds viewed computers as more of an entertainment device than their TVs.

Pereira & O’Dell created a story of a romance that blended entertainment and social media, making the Intel/ Toshiba laptop a main character in an interactive narrative. This allowed both brands to showcase their product in a way that fitted naturally into their audience’s social media lives.

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