| Title | YOUR WORLD |
| Brand | INTEL |
| Product/Service | TECH HARDWARE |
| Category |
A03. STORYTELLING |
|
Media Agency 2
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Entrant Company
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Media Agency
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Production Company
|
MRM METEORITE London, UNITED KINGDOM
|
Credits
| John Doré |
OMD International |
Executive Director |
| Ed Richardson |
OMD International |
Account Director |
| Jordan Kennard |
OMD International |
Planner |
| Helen Mcgee |
OMD International |
Executive Director |
| Eloise Smart |
OMD International |
Social Director |
| Marcus Keith |
MRM Meteorite |
Account Director |
Creative Execution
ENABLING PIONEERS TO DEMONSTRATE THE PRODUCT
The ambassadors engaged consumers directly: crowdsourcing design ideas; gamifying training; direct webcasts – all creating a stream of relevant content.
We used our technology to storytell– allowing ambassadors freedom whilst tangibly demonstrating what Intel make possible.
Our initial ambassadors built the campaign through embedding Intel with their audience; Ben Saunders told his story daily from the most in-hospitable place on earth; directly engaging in video-casts, live-blogging, posting HD content and photo’s.
Dedicated content calendars informed timely and topical updates across all platforms and ensured perfect narrative to our story- complementing it with in-the-field content.
DELIVERING CLEAR MEDIA & BUSINESS RESULTS
In one month Buzzfeed delivered 87k engagements and 18k social engagements achieving a 1.3X Social Lift
Facebook delivered over 400m impressions - 21% of which were earned impressions
55% of the 1m YouTube videos were earned views
Over 1.7M actions have been generated (shares, likes, retweets and comments)
Over 120,000 new Facebook fans and Twitter followers were acquired organically, creating a 1:3 ratio of earned media to paid media overall
The Intel.com Shop page, recorded an increase in purchase engagement rate from 25% to 40% and 74,000 visits were driven to Intel.com from Facebook
HOW DO YOU EXCITE A YOUNG CONSUMER ABOUT SOMETHING THEY CANT SEE?
Their 18 to 34-year old target audience comprises of major technology consumers. However Intel® is an enabling ingredient - so doesn’t significantly influence their purchase decisions. We needed to show the potential Intel had to enrich their lifestyle and passions.
We knew this audience unsurprisingly love sport and music. Not hugely ground-breaking insights, but what we also discovered the audiences’ passion for testing the limits and exploring what is possible with their technical devices.
Through social analysis we identified pioneering, influential individuals within the music, sport, fashion and outwardbounds areas, and negotiated ground-breaking collaborations. We invited these Influencers to explore exciting collaborations with Intel’s engineers, providing them with support and technology to create products that push the creative boundaries.
These pioneers included amongst others the Olympic and World Triathlete Champions, The Brownlee brothers; and Polar explorer Ben Saunders.