2014 Silver IT and telecommunications
13 May 2015
MRM Meteorite
'Social Terra Nova'
Client Intel
How did the campaign make a difference? The campaign introduced Intel’s Ultrabook™ in a way that demonstrated it’s not what Intel make, but what they make possible that matters.
By showing how Intel® technology champions human passion and inspires peak performance, the campaign helped change consumer perception of Intel from a passive ingredient brand to one at the heart of a human experience – a brand that connects people with their passions.
It was a unique experience that allowed the audience to be a part of a historic journey like never before – and it was as much a journey for Intel, delivering impressive results and introducing a new approach to their marketing.
Strategy The campaign objective was to increase desirability and purchase propensity for the Ultrabook™ amongst Intel’s 18-34 year-old target audience.
Knowing their audience wouldn’t engage with contrived content, Intel teamed up with polar explorer Ben Saunders – a social influencer, true pioneer in his field and the embodiment of Intel’s brand values of originality, aspiration and passion – for his attempt to make the longest manhaul in polar history.
Intel committed to a world-first in the way they told Ben’s story over a three month period, directly from him, from the Antarctic, via his Ultrabook™ – using data-driven layered content to bring people closer to his experience, tap into their own passion for adventure and creating an emotional connection between Ben, Intel and his followers around the world.
Creativity To make the most of this unique conversation, Ben sent 50 social updates direct from his tent, wrote blogs and replied to followers using his Ultrabook™. Imagery, video, audio and interactive content showed polar phenomena and gave insights, such as the effects of extreme cold on the body and the physical and nutritional challenges faced by Ben.
Eight immersive videos showed the underlying technological and historical significance of the expedition. Six first-person interactive experiences gamified campaign elements to heighten user engagement. An interactive challenge asked users to pack the appropriate equipment to survive the gruelling 1800-mile journey. And the campaign culminated in an interactive documentary, which let users walk in Ben’s shoes to explore a virtual landscape (created with webGL) in an immersive 360 environment.
Results With almost two million social interactions and 120,000 new Facebook and Twitter fans, the campaign truly shifted consumer perception – afterwards, 15% more agreed with the statement “Intel makes my life better”.
The creative thinking also generated a new kind of engagement for Intel based on active participation of key audiences in an experience as opposed to passive consumption of messages. The interactive experiences led to deep engagement – gaining 16 minutes of average dwell time for the showstopping end piece, the interactive documentary.
And sales uplift was achieved at the end of the campaign, with click-through to the Intel Shop increasing from 9% to 30.4%
Team Dom Evans - Client Partner, Marcus Keith - Senior Account Director, Gemma Phillis - Account Director, Julienne Suignard - Senior Account Manager, Vika Spivak - Senior Project Manager, Sebastien Aubert - Programme Director, Dan Douglass - Exec Creative Director, Andrew Day - Exec Creative Director, Jon Wells - Creative Lead, Sam Bone - Lead Copywriter, Gavin Hardman - Head of Tech, Rad Marczak - Developer, Alex Hegarty - Developer, Vipul Patel - QA Lead, Phil Rigg - Editorial Director, Matt Greenhalgh - Creative Technology Director, Jose Ramos - Developer, Matthew Bolton - Marketing Manager, Ryan Longstaff - Marketing Manager, Simon Shipley - Marketing Strategy
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