Advertiser: INTEL
Agency: OMD UK
Category: Other Consumer Products (including Durable Goods)
Comms Planning Manager: Chloe Grainger (OMD UK)
Consumer Marketing Manager: Alistair Kemp (Intel UK)
Account Manager: Kim Gilroy (ITV)
Creative Head: Tim Reeves (PPC)
Associate Director: Brian Cheung (OMD UK)
Account Manager: Laura Botten (PPC)
Execution
We seamlessly connected TV and mobile to make X Factor stars of Generation Y.Here’s how it happened.We opened up with a 10” TV ad at the start of the X Factor, announcing the idea to viewers.Next, an ad prompting them to use Shazam audio-recognition technology on their mobile, to automatically get them involved.They uploaded their Facebook profile picture, wrote their message, and added their mate’s name.All within Shazam. All on mobile. All in 30 seconds.Once submitted, we encouraged them to stay tuned to the X Factor to see if they made the final ad. We had made our social, fame hungry audience the stars of our ad in just 30 seconds.And we turned around the final masterpiece in under an hour.
Effectiveness
We put Generation Y inside Intel, and it changed their opinions of the brand for the better:86% agreed ‘Intel is powering the fastest computers on the planet’, a huge leap from 51% before our campaign.83% agreed ‘Intel appeals to me more than other technology brands’, up from 53%.66% said they were very likely to buy products with Intel inside as a result, a massive increase from 13%.
Strategy
In the world of technology, performance is everything.Once Intel was the king of pace and power in computing.But the likes of Apple had stolen Intel’s crown.For the new generation of technology buyers – Generation Y – Intel was a brand becoming irrelevant. ‘Intel inside’ lacked meaning or appeal for them.For Generation Y, speed is everything.They want everything in a heartbeat. To know the latest celebrity news, see the latest trends, connect with their friends…And they rely on technology for all of this. Mobile in particular.So, we created a live speed test, to prove the pace of Intel. With Generation Y in the driving seat.In just 30 seconds we gave Generation Y the chance to star in Intel’s Christmas TV ad – in the X Factor Final.All through their mobiles.And created the ad at blistering speed - across just the length of the programme.