The challenge

When you are a Brand as big, as smart and as ever-present as Intel, astonishing and engaging users every day is all in a day's work. It's Intel, everybody chooses to power their device with it. So, when they decided to launch new Intel-powered tablet and 2 in 1 device, the question we had to ask was how could we replicate and amplify their engagement on retail and online, for more footfall.

Insight

After considerable and tedious research into their media user base, we came to many conclusions. The most prominent and actionable of them was ‘cricket'! In a country that makes no apologies for its fanaticism over Cricket, this insight helped us design a campaign that leveraged the 2015 Cricket World Cup.

From this our campaign was born, Intel #RunMore!

Our targeted channels

To leverage this once in a 4-year opportunity, we quickly got to work on the channels best suited for this type of campaign. We zeroed in on a) OOH b) Retail c) Social Media d) Mobile gaming e) Web gaming f) e-commerce.

Once we had all the media channels figured out we started crafting our engagement strategy and execution.

What we did

The Game

We created a unique customized experience for consumers both online and offline. Cricket was used as a medium to not only engage but also showcase the speed and ingenuity of Intel-powered tablet and 2 in 1 device.

A game of cricket was made especially for the purpose of Intel devices that had not only involved the customers into the game but also challenged their knowledge and love for cricket. Apart from scoring runs in the game, the customers had to also take a quiz to get more runs. This balanced and highlighted the performance and intelligence aspect of Intel as a brand.

The Amplification

Tailored and specialized content for the social media on Intel owned digital real estate were floated that enticed audience with reward-based interactions. E-commerce focused and OEM offer led communication helped create further traction for Intel to involve, attract and convert leads and develop brand loyalists. OOH played an essential part in catching audience across India and plugging-in Intel to the on-going world cup fever.

In-store

Once the footfall started rolling in, the focus was channeled to give them an immersive experience with helpful guidance. This was to secure conversions with the help of the game and quiz designed to engage and create a delightful experience, for the purchasers. Personalized assistance in the store created productive conversations with our audience both online and offline.

Dynamic content

Communications were created surrounding match days, were-in actual match scenarios were linked to the product benefits. This led to meaningful conversations online that trickled down offline in the form of store footfall.

All this translated into a campaign that reached over 4.26 million users online and led to over 72000 demos. It created brand advocacy and improved the overall brand performance of Intel. What did we learn? Always look for the Intel inside!

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