www.meinnotebook.de
Intel’s Mission: Spark Women’s Enthusiasm for Technology
Intel has been offering advice primarily for women about technology and IT at www.meinnotebook.de since May 2009.
A threefold challenge faced Häberlein & Mauerer and the Intel GmbH: first, prepare technological themes for women so that the topics would be custom-tailored for women’s needs; second, offer holistic advice for purchasers of technological products; and third, make it possible for women to have a different and better experience when they shop for notebooks!
What Women Really Want
To find out what women expect when they buy notebooks, Häberlein & Mauerer conducted numerous workshops for women prior to the start of the campaign. The findings: women usually prefer to shop online, but the’yre more likely to visit a specialized store when they shop for modern technology because the advice available via the Internet often fails to meet their needs. Furthermore, when women prepare to buy new notebooks, they’re less like to orient themselves according to the technical details of the product and are more likely to base their purchasing decision on individual applications and “soft” details such as mobility and design.
Armed with this understanding of the target group, Häberlein & Mauerer’s Digital Living team developed www.meinnotebook.de, an advice platform that was designed right from the start to be holistic, to give women the advice they need both before and after purchasing, to stand shoulder to shoulder with its users, and to offer them technical support and entertainment. For example, the site’s specially developed FAQ area provides understandable answers to frequently asked technical questions – entirely without complicated “techie” language.
Häberlein & Mauerer accompanied this project from its initial conception all the way through to caring for the site and networking it in social media communities. www.meinnotebook.de is exclusively communicated via special advertorials on Glamour.de and Vogue.com. An extensive banner campaign rounds out the communications package.
Services
Idea, concept, implementation and communication of the entire project (online and offline)
Timeframe
Start: May 2009
- Social Media PR for Getty Images
- Getty Images’ Blog Roundtable about the Flickr Collection
- Intel Computer Atlas - tell me which computer you have and I’ll tell you who you are
- Sony Germany in Twilight Fever
- Intel® Leibniz Challenge
- Sony Digital Imaging Press Trip 2008
- Intel: Project “German Journey”
- frog design
- Getty Images
- Intel
- Sony Deutschland
- Specific Media
Contact
BER: +49 (0)30 7262080
