| Cannes Lions 2012 | ||
|---|---|---|
| Direct Lions | Social Media & Viral Marketing | Silver |
| Cyber Lions | Other Consumer Products (including Durable Goods) | Gold |
| Promo and Activation Lions | Best use of Social Media Marketing in a Promotional Campaign | Bronze |
| Film Lions | Interactive Film | Gold |
| Branded content & entertaiment lions | Best use or integration of digital media | Gold |
| Cyber Lions | Best Video | Bronze |
| Intercontinental Advertising Cup, 2012 | ||
| Best of Products & Services | BEST OF PUBLIC AND PRIVATE SERVICES | Cup Winner |
Type of entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Advertiser: INTEL
Product/Service: INTEL CORE I5 PROCESSOR
Agency: PROJECTOR Tokyo, JAPAN
Advertiser INTEL
Product INTEL CORE I5 PROCESSOR
Entrant PROJECTOR Tokyo, JAPAN
Type of Entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Title: MUSEUM OF ME
Advertiser/Client: INTEL
Product/Service: INTEL CORE I5 PROCESSOR
Entrant Company: PROJECTOR Tokyo, JAPAN
DM/Advertising Agency: PROJECTOR Tokyo, JAPAN
Project Manager/Planner: Shimpei Oshima (Projector)
CG Director: Toru Hayai (TAIYO KIKAKU Co.)
CG Designer: Hiroshi Takeyama (TAIYO KIKAKU Co.)
CG Designer: Takashi Yasuno (TAIYO KIKAKU Co.)
CG Designer: Yuuki Nemoto ()
CG Designer: Mitsuhiro Azuma ()
CG Producer: Keisuke Nishina (TAIYO KIKAKU Co.)
System Engineer/Programmer: Hajime Sasaki (MountPosition)
System Engineer/Programmer: Hirohisa Mitsuishi (MountPosition)
Writer: Lilia Silva (Latina International Corporation)
Production Manager: Yoshinari Hama (TAIYO KIKAKU Co.)
Music Producer: Yoko Hata (aiin Co.)
Creative Director: Koichiro Tanaka (Projector)
Director/Planner: Eiji Tanigawa (TAIYO KIKAKU Co.)
Producer/Technical Director: Seiichi Saito (Rhizomatiks Co.)
Producer: Satoshi Takahashi (TAIYO KIKAKU Co.)
Art Director/Designer: Masanori Sakamoto (Deltro)
Interactive Designer/Flash Developer: Ken Murayama (Deltro)
Music: Takagi Masakatsu ()
Describe the brief from the client
The campaign aimed to engage Intel brand and global online users, and to promote Intel’s smart new processor as a 'Visibly Smart' experience, which is the catchphrase for the processor to both existing and new customers.
Creative Execution
We felt that behind the world-renowned tagline 'Intel inside' was a brand story about how Intel innovates in our digital lives from the inside. To give this story a tangible shape, we presented users’ daily activities in an artistic way through the global social platform Facebook. By personalising the user experience and linking it to the brand, we were able to create an emotionally relevant experience. And by providing a visual experience that gives shape to the theme of Intel’s Core i5 processor 'Visibly Smart', we were also able to create a link to the products as well.
Describe the creative solution to the brief/objective.
We created The Museum of Me, a visual experience which reveals who you are as a reflection of your Facebook activities, and used Facebook as its platform in order to create WoM. Just by connecting to Facebook, it visualises elements such as your close friends and most frequently used words as visually stunning museum exhibits.
Describe the results in as much detail as possible.
Within 2 weeks of launch, the site achieved +540,000 'likes', +790,000 shares in Facebook, and +130m impressions on Facebook. Also, the press and analysts covering social networking and computing trends weighed in, creating a huge buzz on the Internet.