2013 Gold IT/Telecommunications

Client Intel

How did the campaign make a difference? Respected, influential individuals created fascinating, authentic collaborations with Intel's engineers – shifting the emphasis from showing what Intel make, to showing what Intel make possible. The campaign acquired over 120,000 Facebook fans and twitter followers: 77% said they were more likely to consider purchasing. Sales through Intel's ecommerce platform increased 5%.

What details of the strategy make this a winning entry? This strategy has found a new voice for Intel to talk to previously unreachable mainstream technology buyers. This audience (aged 18-24) may not have considered Intel, but jumped straight for other brands without much thought about the processor. Since this campaign, audiences are saying they're interested in Intel-based devices, as they can see how they bring new dimensions to what they love. This also paves the way for Intel to become an essential for other devices, such as mobiles and tablets, and build a multi-device strategy. The strategy validated a new integrated approach, from engagement through to purchase, via awareness-led engagement.

How did creativity bring the strategy to life? Focusing on areas that the audience loves (music, sport and fashion), the campaign engaged influential, authentic ambassadors who were poised to innovate within their fields. Three ambassadors were given an Ultrabook™ and access to the Intel engineers. Each ambassador came up with something amazing in their fields: fashion designer Christian Joy created the 'super guitar licks rock star' jacket: a wearable tech light-show that responds to the guitarist's pedal. Singer-songwriter Imogen Heap created a new running app, where the music tempo keeps pace with the runner's speed and pulls in ambient sound. Olympic triathletes the Brownlee brothers brought gaming to their training routine, through a purpose-built swimming pool and the chance to race a combined virtual Brownlee avatar. By drip-feeding these stories to social media, a new voice was established for the brand. The theme continued on Intel.com, which was redesigned to help people find the best product based on what they were into.

Results The campaign objectives were: make Intel relevant to an 18-24 year-old audience; create engaging content to talk about and share (driving earned media); and get the audience desiring and purchasing Intel-based devices (specifically the Ultrabook™). Over 1.25 million shares, Likes, retweets and comments, were generated, and over 120,000 Facebook fans and twitter followers acquired. For every person advertised to, the campaign earnt six more – the ratio was 14:1 at its highest point. 77% said they were more likely to consider Intel-based products. The Intel shop platform saw an incremental sales uplift of 5% and there were 74,000 visits to intel.com from Facebook.

Team Ben Felton – Executive Planning Director, Dan Douglass – Executive Creative Director, Dom Evans – Client Partner, Ricardo Guimaraes – Creative Lead, Marcus Keith – Senior Account Director, Julienne Suignard – Account Manager, Gemma Phillis – Senior Account Manager, Vika Spivak – Senior Project Manager, Matthew Bolton – Marketing Manager, Ryan Longstaff – Marketing Manager, Sukh Dhillon – Marketing Manager, Simon Shipley – EMEA Communications Strategy Manage