Intel Case study THE BEAUTY INSIDE by Pereira & O'Dell San Francisco

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THE BEAUTY INSIDE

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Case study
Market United States
Agency Pereira & O'Dell San Francisco
Executive Creative Director Jaime Robinson
Creative Director Jason Apaliski
Production B-Reel
Director Drake Doremus
Art Director Chaz Whitworth
Copywriter Neil Ramanan
Released September 2012

Awards

Cannes Lions 2013
Cyber Lions Digitally Led Integrated Campaign; Best Digitally Led Integrated Campaign Grand Prix
Cyber Lions Craft; Best Copywriting Gold
Cyber Lions Craft; Best Video Silver
Cyber Lions Other Digital Solutions; Community Applications Silver
Promo and Activation Lions Product & Service; Durable Goods Silver
Direct Lions Product & Service; Other Consumer Products (including Durable Goods) Bronze

Credits & Description

Type of entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser: INTEL + TOSHIBA
Product/Service: TOSHIBA LAPTOP WITH INTEL INSIDE
Agency: PEREIRA & O'DELL San Francisco, USA
Chief Creative Officer: PJ Pereira (Pereira & O'Dell)
Executive Creative Director: Jaime Robinson (Pereira & O'Dell)
Creative Director: Jason Apaliski (Pereira & O'Dell)
Copywriter: Neil Ramanan (Pereira & O'Dell)
Art Director: Chaz Whitworth (Pereira & O'Dell)
Vice President Of Production: Jeff Ferro (Pereira & O'Dell)
Agency Film Producer: Elisa Moore (Pereira & O'Dell)
Senior Interactive Producer: Erin Dahlbeck Davis (Pereira & O'Dell)
Strategy Director: Justin Cox (Pereira & O'Dell)
Vice President Of Media: Josh Brandau (Pereira & O'Dell)
Media Supervisor: Dan Beer (Pereira & O'Dell)
Business Affairs Director: Xandra Ess (Pereira & O'Dell)
Vice President/Director Account Service: Gary Theut (Pereira & O'Dell)
Account Director: Henry Arlander (Pereira & O'Dell)
Director: Drake Doremus (B Reel Films)
Film Editor: Annette Davey (Independent)
Production Company: (B Reel)
Editorial Company: (Lost Planet)
Graphics: (Laundry)
Visual Effects/Online: (N Tropic)
Describe the brief from the client
Our insight was born from the intersection of consumer behaviors and a marketplace weakness. Internal Intel research showed that young people worldwide are in search of empowerment and use technology to find their way through life. Furthermore, syndicated data showed that 75% of 14-25 year old consumers view their computers as more of an entertainment device than their TV.
A competitive audit revealed that the world’s leading computer brands had yet to develop campaigns that leveraged more than basic social networking posts. With this information, we recognized an opportunity to make consumers an active participant in the marketing process.

Creative Execution

The Beauty Inside is a partnership between Intel and Toshiba. The objective was to refresh the “Intel Inside” campaign and feature the Toshiba Ultrabook as part of the life of young adults. The story of Alex, a man that wakes up every day in a different body, creates the message of “what’s inside that matters” for Intel, and the fact the character used his Ultrabook to document his daily faces gave the computer a friendly, welcome presence through the entire series.


Creative Solution to the Brief/Objective.

The Beauty Inside combined social media, audience participation and Hollywood talent to deliver a single social film experience to the entire world. We launched the trailer with an open casting call on Facebook, allowing anyone from around the world to audition to play the role of Alex. Two weeks later we launched the first of six weekly episodes, each of which incorporated auditions from our viewers. This unique creative solution helped create excitement around the new Toshiba Ultrabook, engaged millennials and helped drive brand affinity and consideration for both Intel and Toshiba.


Results

RESULTS (ALL INFO BASED ON 8.5 WEEK PERIOD)
• 69,566,888+ Global Views
• View Sources: YouTube, Site Partners, Twitter, Facebook, DailyMotion, MetaCafe, global efforts, editorial outreach, earned media, mobile
o 1,822,324 Mobile Engagements in 8.5 Weeks!
o 17,273,629 Trailer Views
• 95,892+ Facebook Friends
• 8,300+ Twitter Followers
• Twitter: 192,808 Total Interactions, 67,791,628 Tweet Impressions, 99% positive comments
• 378,000,000+ Brand Impressions
• AdAge Viral Video Chart 10 Weeks in a row and 3 times at the #1 spot!
• YouTube: Of the 13,423 video comments, 97% were positive
• Facebook: 13,514,394 user interactions
• 211 U.S. based original articles with 38 reposts
• Captured 87 international coverage hits overall
• 360% sales lift