| Title | FANTASTIC CHANGE |
| Brand | INTEL |
| Product/Service | INTEL TABLET |
| Category |
E01. SOCIAL VIDEO |
|
Entrant Company
|
BLAB Istanbul, TURKEY
|
|
Advertising Agency
|
BLAB Istanbul, TURKEY
|
|
Media Agency
|
OMD Istanbul, TURKEY
|
|
Production Company
|
EDCOMMERCIALS Istanbul, TURKEY
|
Credits
| H. Oner Sahin |
BLAB |
Creative Director |
| Taylan Yapici |
BLAB |
Creative Director |
| Viktor Kuzu |
BLAB |
Strategists |
| Merve Kocyigit |
BLAB |
Customer Care |
| Funda Akman |
BLAB |
Creative Team |
| Senay Girit |
BLAB |
Creative Team |
| Erman Caglar |
BLAB |
Creative Team |
Creative Execution
We first broadcasted a 1.5 minute tailer of the short film on various video sites and Facebook which was inviting the viewers to our microsite.
On our microsite (http://fantastikdegisim.com), the visitors had the chance to know our characters better, to watch the full-length film and to join an entertaining quiz which was detecting how old their computer is.
Besides, we also broadcasted seperate edits of each mutant characters again via video sites.
The trailer broadcasted on Youtube at the 6th of December 2013 and the video contents of the campaign had been seeded for 6 weeks.
Our KPIs are: 5% increase in sales according to last year. 10% increase in sales according to last month.
The campaign went viral:
At the end of the first month, the video contents of the campaign delivered to 66,6 M people (while target was 50M) and viewed by 16M times (while target was 1,8M).
Our micro site visited by over 1M people.
245K people left their personal infos on the microsite.
Compared to the last year's sales there were 10% increase in sale.
Compared to the last month's sales there were 15% increase in sale.
Although the campaign was about laptops, there were 20% increase in sales of INTEL tablets compared to previous month.
INTEL FANTASTIC CHANGE is a fantastic story about four characters who have changed and gained mutant features because of their old laptops. While Kemal became an organ virtuoso, Zeynep became a psychic; Selim became a freak and Murat became a healer.
In 9 minute short-film they narrate their sad stories and we witness how their individual stories intersect with each other.
This is a PC refreshment campaign which invite the target market to change their 4-years and older PCs.
Our message in the film is: "Change Your Old Computers Before They Change You"