INTEL CORE I7 PROCESSOR: "PROJECT I7" Direct marketing by Mrm Worldwide

Category: Product Launches
Advertiser: INTEL
Product/Service: INTEL CORE I7 PROCESSOR
Agency: MRM WORLDWIDE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: MRM WORLDWIDE, Buenos Aires, ARGENTINA
Chief Operating Officer Argentina: Marcelo Amiano (MRM Worlwide Argentina)
Project Manager: Juliana Gandola (MRM Worlwide Argentina)
Accounts executive: Veronica Calisi (MRM Worlwide Argentina)
Content Manager: Ángel Hadziconstanti (MRM Worlwide Argentina)
Media Planning: Ariel Vinocur (MRM Worlwide Argentina)
Creative Director: Christian Zerba (MRM Worlwide Argentina)
Programming: Sergio Rabinovich (MRM Worlwide Argentina)
Programming: Federico Lendoiro (MRM Worlwide Argentina)
Copywriter: María Quinteros (MRM Worlwide Argentina)
Art Director: Cecilia Crivaro (MRM Worlwide Argentina)
Video: Patricio Correa (MRM Worlwide Argentina)
Media placement: OOH - Various formats at Shopping centers - 03/03/2009
Media placement: Stage 1 - Launch website version - Web - 03/03/2009
Media placement: Search Campaign - Adwords - 03/03/2009
Media placement: Online campaign - Banners in selected websites, forums, blogs - 03/03/2009
Media placement: Direct flat mailing - DM - 03/03/2009
Media placement: Activation actions / data recollection - Brand Kiosks / printed forms at Universities, Art schools, Street activation / f - 16/03/2009
Media placement: Stage 2 - Contest and data recollection website - Web - 01/04/2009
Media placement: Emailing campaign - Email - 01/04/2009
Media placement: One- to-one Product Trial event - Event venue - 20/04/2009
Media placement: Final event / award winning presentation - Event venue - 05/05/2009

Describe the brief/objective of the direct campaign.

In connection with the launch of the Intel Core i7 processor in Argentina, Intel requested that we organise a full campaign that would generate awareness and rank their processor as the best of the world. The challenge was to increase retailer traffic and to build new and strong relationships with the heavy users of this processor, designers, 3D artists, musicians, video creators, etc. The strategy was to build an integrated campaign that included different media and on-off line actions to create awareness, build a qualified data base, increase retailer traffic and create online/offline engagement of the target.

Explain why the creative execution was relevant to the product or service.

The first stage of the campaign included activation actions in universities and art schools in order to gather qualified data. We also sent a strong direct mailing piece to a part of the database and joined the conversations of the target in forums and blogs, in order to drive traffic to the Project i7 site. There, young digital artists began to upload their best digital work, while thousands of people voted and commented. The winners of the first stage could test the product and were invited to create a new piece of work in order to win the final prize.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The main creative idea was the building of project i7: a contest of young digital talents who usually work with complex tools and consequently need heavy duty processor power. The contest was conceived as a highly engaging initiative to maximize product and brand involvement with potential users resulting in positive WOM (word of mouth). As the brand also demanded one-to-one interaction, we organized a product trial among qualified users and a big event to present the final winners.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 3.500.000 impacts, over 120.600.000 impressions, over 126.000 clicks on Project i7 website, over 850 young talents uploaded their best 3D, animation, video and music inside the contest website, and over 38.300 people saw the videos online and chose their favorite projects. The campaign also had a great impact and created buzz in sites, forums, blogs and offline media. Project i7 has shown us that it is possible to obtain a big impact and generate engagement and interaction with the target participants through an intelligent combination of media and without a big investment.