• by Aaron Baar , August 5, 2015

Small businesses may have fewer resources than their larger counterparts, but they shouldn’t have to compromise when it comes to technology, especially when there’s little distinction been work and life.

In a new campaign aimed at businesses with fewer than 50 employees, Intel is looking to showcase the versatility of the “2-in-1” devices powered by its semiconductors. The effort, from small business specialist agency Cargo, uses the conjunction “and” to show owners they can have it all when it comes to technology. 

“The genesis of this campaign was born out of insights that small businesses can’t compromise when it comes to technology,” Dan Gliatta, managing director of Cargo, tells Marketing Daily. “‘Or’ is not a part of their vocabulary.”

The print and digital effort uses a split-screen format to show small business owners using the same device — either as a tablet or a laptop — in different settings. One execution, for instance, shows a man working at his desk in the top half of the ad, and the same man and a colleague viewing something on a tablet in the bottom half. The headline: “It’s Work Life And Life Life.” (The word “And” is offset by a different color than the other words.)

Though targeted at small businesses, the effort is meant to evoke Intel’s broader marketing efforts through signature colors and emotion, as well as the message that Intel’s chips empower computing versatility, Gliatta says. “It’s the whole idea of the power of a laptop and mobility of a tablet,” he says. 

The campaign also includes digital elements, a space on Intel’s home page, and video and mobile content. The brand will also have online and offline engagements around small business editorial in publications such as The Wall Street Journal, Entrepreneur and other business publications. The campaign will run through October.