Intel: A NEW CATEGORY OF PERFORMANCE

Credits & Description:

Advertiser: INTEL
Agency: OMD
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: INTEL ULTRABOOKS: A NEW CATEGORY OF PERFORMANCE
Group Manager Planning: Claudia Roth (OMD Germany)
Digital Planning: André Hoegen (OMD Germany)
Consumer Marketing Manager Germany: Heidi Halmen (Intel)
Head Of Marketing And Communication Germany: Klaus Obermaier (Intel )
Managing Director: Oliver Stroh (OMD Germany)
Project Manager: Jennifer Michalla (OMG Fuse)
Project Manager: Jochen Manske (OMG Fuse)
Event Manager: Kathrin Wittmann (OMG Fuse)
Media Planning: Kathrin Zobel (OMD Germany)
Group Manager Digital: Birgit Splett (OMD Germany)
Head Of Content: Ergun Kirbiyikoglu (OMG Fuse)
Outdoor Planning: Helen Giessmann (OMG Outdoor)
Digital Planning: Josine Balzer (OMD Germany)
Busines Marketing Specialist: Robert Martin (Intel)
Deputy Managing Director: Volker Schmelz (OMG Fuse)
Marketing Manager Gaming: Holger Kreie (Intel )
Director Planning: Serge Lampaert (OMD Germany)
Media Planning: Silke Schollbach (OMD Germany)

Effectiveness
Intel Core Processors and Ultrabooks have wowed more than:• 110,000 live spectators, and vanquished building facades in eight cities in Germany and Austria. • Intel achieved a 38% increase in sales of Ultrabooks in these cities!People today are no longer talking Notebooks. They are talking Ultrabooks and Intel Performance.

Execution
In front of tens of thousands of spectators, we placed the Ultrabooks with the Intel processors in front of heavy opponents: the largest and most well-known buildings in eight cities throughout Germany. Buildings so massive, it would take tonnes of explosives to shake them. Truly invincible.The Intel Core Processors dominated these buildings and they dismantled their stony opponents into their individual pixels and created something completely new. Welcome to the Intel Ultrabook 3D Tour!In each city of the Intel Ultrabook 3D Tour light artists and DJs put on live improvisations onto the cities landmarks. The Intel Core Processors computed the show in real-time using 30 high performance projectors, bringing the heavy building facades to their knees with visual fireworks. Processing power at its best, without tricks and live in front of a huge crowd of witnesses – the biggest mobile live 3D show in the world!

Strategy
Notebooks are popular like never before. But nonetheless, almost no one knows it is the Intel Core Processors that give these devices their high level of performance.To change that, Intel has developed its own class of Notebook – the 'Ultrabook'. They are not only ultra fast, ultra light and longer-lasting than ever before –above of all, they are ultra Intel!So, how do we make Notebook fans aware of Intel and convince them about the new 'Ultrabook' range? We make the performance visible!