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A Big Idea -
Positioning a Diverse High Tech Company |
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Intersil's
tagline - "ideas in silicon" - was developed to position them as
a major supplier of innovation semiconductor products. And
the accepted icon of innovation in the technical world is the
napkin. Stories abound of ideas which became products
based upon a sketch or equations on a napkin.
Thus, the Intersil launch
campaign focused on the "idea " theme and the napkin icon.
Advertising across all media featured the idea theme as well as
the idea napkin, if possible. Other promotions were also
developed. See below for examples of each of the
communications vehicles.
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The Idea Campaign |
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Transition Ads
The first wave of ads used
two napkins - one to tout products and applications and the
2nd to discuss the transition from Harris Semiconductor to
Intersil. |
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Launch Ads
Subsequent launch ads also used two
napkins - the 1st to promote product and specs, the 2nd
blank idea napkin to encourage our audience to write down
any ideas our products gave them. |
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The "idea" Napkin |
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The
unique element of this campaign was the fact that the
Intersil idea napkin was real. We printed thousands of
napkins and used them at seminars, customer presentations,
etc.
The most dramatic use of the idea napkin
came when we were able to convince two publications - one
U.S.-based and one in Europe - to PASTE A REAL IDEA NAPKIN
into every issue.
More than 100,000 subscribers got an
Intersil Idea Napkin in their issue of the two magazines. |
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"Idea" Advertising on the
Radio |
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The "idea" campaign
carried over to radio where the 1 minute spots ran in
a highly targeted schedule. Each ad features
"Bob" who, no matter what the situation, manages to
move the conversation to the greatness of Intersil and
its products. Click below to hear the ads. |
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Idea Napkins |
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Max at the Beach |
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Game Show |
PC Shopping |
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Internet "idea" Campaign |
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On the Internet, the idea
campaign focused on technical websites and used the ads
below. Clicking on one of the ads carried the visitor
to a campaign specific idea web page which aggregated
technical information about the product as well as other
related content developed specifically for the campaign.
There was also a gateway to the main Intersil website. |
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