SMART TV by DDB New York, Tribal Worldwide New York for Intel

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SMART TV

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Industry TV, TV Channels/Radio Stations and Programmes, IT & Electronical Components
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Promo & PR, Case study
Market United States
Agency DDB New York
Art Director Marco Piedy, Raisa Ivannikova
Copywriter Howard Hill
Agency Tribal Worldwide New York
Released September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: INTEL
Product/Service: SMART TV
Agency: TRIBAL DDB
Date of First Appearance: Sep 20 2010
Entrant Company: TRIBAL DDB, New York, USA
Group Creative Director: Kinney Edwards (Tribal DDB NY)
Art Director: Raisa Ivannikova (Tribal DDB NY)
Copywriter: Howard Hill (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: Cinema Theaters Ads - Landmark, AMC Theaters (Major Markets) - 10/29/2010
Media placement: OOH Interactive: Penn Station Interactive Event - CBS, Penn Station Takeover, NY - 12/06/2010
Media placement: OOH Interactive: Las Vegas Interactive Screens (Fashion Mall And Miracle Mile Di - ClearChannel Spectacolor (Las Vegas, NV) - 12/06/2010
Media placement: OOH Interactive: Interactive Mobile Trucks - Monster Media (NY, LA, San Francisco, Chicago) - 9/20/2010
Media placement: PRINT - Time, Wired, Rolling Stone, Entertainment Weekly, Maxim, ESPN, Sound & Vision - 9/15/2010
Media placement: DIGITAL OUTDOOR, INTERACTIVE DISPLAYS - LA, SF, NY, Chicago, Orlando - 9/15/2010
Media placement: OLA - CBS, CNET, Engadget, MTV, HULU, Wired, Gizmodo, G4, UGO, Comedy Central - 10/01/2010
Insights, Strategy & the Idea
SMART TV is a new product that seamlessly integrates users’ favourite television and Internet content into a single-screen experience.
Which presented a challenge: How to create awareness for a product category that doesn’t exist yet?
The objective was to generate awareness and excitement not only for the emergent SMART TV category but also for the brand that made it all possible: Intel
Creative Execution
When the product is SMART TV, which puts you in control of all your favourite content on one screen, we let the user experience do the talking.
Since the heart of the product lies in a personalized TV/internet experience, geofencing technology was used to recognize people’s names at Penn Station, inviting them to ‘build’ their own SMART TV experience.
To underline the interactive quality of this new product, the advertising campaign made use of interactive touch screens that simulated the interactive product experience of SMART TV.
Results and Effectiveness
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 address 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.