Winners & Shortlists

YOUR WORLD

Short List
TitleYOUR WORLD
BrandINTEL
Product/ServiceTECH HARDWARE
Category A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Media Agency OMD INTERNATIONAL London, UNITED KINGDOM
Entrant Company OMD INTERNATIONAL London, UNITED KINGDOM
Media Agency 2 OMD INTERNATIONAL London, UNITED KINGDOM
Production Company MRM METEORITE London, UNITED KINGDOM
Credits
Name Company Position
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 OMD International Mrm Meteorite
MRM METEORITE Additional company
TAG WORLDWIDE Additional company

Results and Effectiveness

The Intel.com Shop page, where laptops are bought from, recorded an increase in purchase engagement rate from 25% to 40% and 74,000 visits were driven to Intel.com from Facebook In one month Buzzfeed delivered 87k engagements (page views), 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

Creative Execution

The ambassadors engaged directly with the consumer – from crowd sourcing design ideas, to gamifying training, to live blog and webcasts direct from the Antarctic – creating video content, interactive sessions and a non-stop stream of relevant content. Our paid media strategy was simple: The right content. The right place. The right audience. The planning execution was bespoke to each collaboration – each plan tailored to passion points and existing equity of each Influencer, carefully crafting our media to allow the paid media to drive further organic growth by embedding it within the social environments . For all campaigns we used Facebook, but targeted the passion verticals as well as existing fans. Music blogs for Imogen Heap; Fashion sites for Christian Joy; Outdoor sports for the Brownlees; exploration and nature for Ben Saunders. We used Twitter to reach real fans; RTB to deliver effective reach and native content to add additional credibility.

Insights, Strategy and the Idea

For Intel®, 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 that Intel’s® audience (like most consumers) love sport and music. Not hugely ground-breaking insights, true, but what we also discovered through further digging was our 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 the 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.