Intel Case study SMART TV by Tribal Worldwide New York

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Industry TV, IT & Electronical Components
Media Case study
Market United States
Agency Tribal Worldwide New York
Art Director Marco Piedy, Raisa Ivannikova
Copywriter Howard Hill
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: INTEL
Product/Service: SMART TV
Date of First Appearance: Sep 20 2010
Group Creative Director: Kinney Edwards (Tribal DDB NY)
Copywriter: Howard Hill (Tribal DDB NY)
Art Director: Raisa Ivannikova (Tribal DDB NY)
Art Director: Marco Piedy (Tribal DDB NY)
Executive Producer: Julio B. Soler (Tribal DDB NY)
Project Manager: Nicole Mandel (Tribal DDB NY)
Global Business Director: Joe Harrington (Tribal DDB SF)
Media placement: PRINT - Time, Wired, Rolling Stone, Entertainment Weekly, Maxim, ESPN, Sound & Vision - 09/15/10
Media placement: DIGITAL OUTDOOR, INTERACTIVE DISPLAYS - LA, SF, NY, Chicago, Orlando - 09/15/10
Media placement: OLA - CBS, CNET, Engadget, MTV, HULU, Wired, Gizmodo, G4, UGO, Comedy Central - 10/01/10
Media placement: Cinema Theaters Ads - AMC, Landmark Theaters - 10/29/10
Media placement: OOH Interactive: Penn Station - Penn Station, CBS, New York - 12/06/10
Media placement: OOH Interactive: Las Vegas Jumbotrons - ClearChannel, Las Vegas, NV - 12/06/10
Media placement: OOH Interactive: Mobile Trucks - New York, San Francisco, Los Angeles, Chicago, Las Vegas - 9/20/10
Describe the campaign/entry
SMART TV is a new product that seamlessly integrates users’ favorite television and Internet content into a single-screen experience.
This presented a challenge: How to create awareness for a product category that doesn’t exist yet?
Our objective was to generate awareness and excitement not only for the smart TV category but also for the brand that made it all possible: Intel. When the product is SMART TV, which puts you in control of all your favorite content on one screen, we let the user experience do the talking.
Describe how the campaign/entry was launched across each channel in the order of implementation
To tease the message, we plastered major markets and key websites with wild postings, print ads and banners made up of various names highlighting the personalized nature of smart TV to let everyone know that with Intel inside their TV, they’d be in total control.
When smart TV products hit the market, we launched a full campaign built around a "content mosaic" of TV and web content representing the seamless integration and choices that smart TV affords.
This entailed print, web, iPad ads, cinema, digital outdoor boards, interactive experiences, mobile trucks, Time Magazine Person of the Year sponsorship, and even a first-of-its-kind interactive Penn Station experience. Since the heart of the product lies in a personalized TV/internet experience, 'geofencing technology' was used to recognize users at Penn Station, inviting them to ‘build’ their own SMART TV experience. The event made use of interactive touch screens that simulated the product experience.
Give some idea of how successful this campaign/entry was with both client and consumer
Using static screens, mobile screens and user’s hand-held device screens, target audiences in major metropolitan markets across the US were encouraged to interact with, play with, share and upload information, totally customizing their individual SMART TV experience.
Significant numbers of people willingly parted with personal information such as email addresses and mobile numbers to take part - no small feat in this privacy-conscious era.
All of which achieved the goal of creating awareness
of SMART TV, its personalized, seamless web and TV experience, and the continued innovation of Intel.