The PC plays an important role in music creation and consumption - from listening and collecting to editing and creating. Intel needed to make a specific product benefit known to their target audience as most people don't realise that it is the processor that makes a great computer. The objective therefore was to communicate, in an entertaining way, that if you want good music you need a good processor. Intel created a credible solution that tapped into the live nature of radio to help consumers understand that a processor was essential for great music. Find out more...

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