Intel: HOT TOPICS INTERACTIVE LEARNING PROGRAMME

Credits & Description:

Advertiser: INTEL
Agency: OMD INTERNATIONAL
Category: Business Products & Services
Digital Manager: Max Woodcock (OMD International)
Executive Director: John Doré (OMD International)
Account Director: Ed Richardson (OMD International)
Effectiveness
OUR PROGRAMME OFFERED IT DECISION MAKERS A PLATFORM THEY ACTUALLY SOUGHT OUT AND WANTED TO SPEND TIME WITH RESULTING IN TANGIBLE BUSINESS RESULTS - 43X ROI IN THE UK AND REDUCTION IN CPR BY 33% IN GERMANY.The campaign was effective in increasing this influential audience’s perceptions that Intel is a trusted advisor. Increased trust in Intel led to quality sales leads as planned and the campaign over-delivered by 20% versus original annual sales target.Effectiveness and the great levels of ROI achieved meant this is now the approved adopted communications approach to building IT professional relationships for Intel worldwide.ExecutionWE PROVIDED OUR INFLUENTIAL AUDIENCE WITH THE TOOLS TO 'INFORM & EDUCATE' AND 'SHARE & ENABLE'; CREATING A HUB THAT PROVIDED MORE VALUE THE MORE OUR AUDIENCE INTERACTED.We embedded our Hot Topics across the most credible digital IT hubs, using unique video ad units to preview educational content, directing interested people to Intel knowledge hubs with tightly targeted media. We were among the first to bring these Hot Topics to the forefront of our audiences mind, allowing them to build a thought-leading reputation.Web seminars were hosted and reported via IT focused social media networks, in company blogs and online IT event communities (equivalent to 4 days times spent). Live chat gave the audience opportunities to talk to peers, seek expert advice on Hot Topics and share white papers – we also created a media first with IDG USA, using a search targeted video unit to distribute real-time content.StrategyOUR PROGRAMME SHOWS HOW INTEL BUILT BRAND TRUST WITH IT DECISION MAKERS WHO REJECT TRADITIONAL ADVERTISING, RELYING ON THEIR INDUSTRY KNOWLEDGE BEING ONE STEP AHEAD OF THEIR PEERS.Intel’s challenge lay in increasing brand trust to boost B2B Xeon & VPro sales. Research showed that brand trust was the single-highest sales driver and the decision maker audience, influencing sales, accounted for only