Whilst a good processor is at the heart of a great computer, Intel realised it was not the technology itself but what it could do for the consumer that would drive understanding of and interest in their latest product. As a result, Intel took the decision to position the Intel® CoreTM 2 Duo processor as something that would 'multiply your music experience'. The challenge was to emotionally associate the brand with music, in addition to demonstrating the rational benefits of the technology. Find out more...

To integrate the brand into the favourite music environments of Intel's target audience of techy savvy music fans.