THE ESCAPE IAD by ANSIBLE MOBILE New York for Intel

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THE ESCAPE IAD

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Print, Magazine & Newspaper
Market United States
Agency ANSIBLE MOBILE New York
Creative Director Sia Ea
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Products Silver

Credits & Description

Type of entry: Rich Media Advertising for Mobile Devices
Category: Products
Advertiser: INTEL
Product/Service: 2ND GENERATION INTEL CORE PROCESSORS
Agency: ANSIBLE MOBILE New York, USA
Advertiser INTEL
Product 2ND GENERATION INTEL CORE PROCESSORS
Entrant ANSIBLE MOBILE New York, USA
Type of Entry: Rich Media Advertising for Mobile Devices
Category: Products
Title: THE ESCAPE IAD
Advertiser/Client: INTEL
Product/Service: 2ND GENERATION INTEL CORE PROCESSORS
Entrant Company: ANSIBLE MOBILE New York, USA
DM/Advertising Agency: ANSIBLE MOBILE New York, USA
2nd DM/Advertising Agency: OMD New York, USA

Creative Director: Sia Ea (Ansible)
SVP, Creative Solutions: JiYoung Kim (Ansible)
VP, Technology: Jacob Riskin (Ansible)
Senior Technical Producer: Rebekah Ale (Ansible)
Visual Designer: Jessica Stango (Ansible)
Senior Marketing Manager, Consumer Campaigns: Elizabeth Lin (Intel)
U.S Media Director: David Veneski (Intel)

Brief Explanation
In 2011, Intel faced a challenge with the unveiling of an all-new 2nd Generation Core Processor Family. They needed to make the core benefits of this high-speed, multi-tasking processor come to life for their “Selectives” audience. Research revealed that Intel’s main target audience is best influenced when the processor’s benefits are demonstrated. These tech-savvy consumers are also spending more time on smartphones to consume multimedia and gaming. These key insights led us to the Apple iAd—an ideal canvas for rich, sophisticated, and high-impact multimedia experiences where we could blur the lines between content, gaming and brand promotion.

To demonstrate the incredible power and speed of Intel’s new processors, we created an interactive and entertaining experience that seamlessly delivers all the benefits of the new family of processors through an engaging story. The end result was an original and addictive iAd known as “The Escape,” an interactive, mission-based rich media experience. By simply tapping onto a standard mobile banner, the audience is instantly sucked into the world of “The Escape”— no downloads required. The player is transformed into a femme fatale whose sole mission is to recover the Intel Processor. Two dangerous enemies are hot on her heels and the only escape is the completion of four missions using Intel Turbo Boost, Smart Multi-Tasking, and Built-In Gaming (features native to the 2nd generation Intel Core Processors). Players are immersed in “The Escape” through video vignettes and first-player games, which utilize all of iAd’s advanced technologies (the gyroscope, accelerometer, and multi-touch interface). Intel’s processors play a vital role in empowering users to triumph in each mission and remain the focus of completing the game.

“The Escape” was a huge success and crushed all anticipated results. Within 3 months, over 5 million consumers engaged with the rich media unit, playing almost 3,000 hours of “The Escape.” It outperformed historical and concurrent TV campaigns - boosting nearly 4X stronger Intel preference than TV ads. Additionally, the iAd was favored over online video ads by almost three fold and bested the overall iAd averages in key categories by over 200%. In the short 3 months that the iAd ran, “The Escape” increased Intel brand awareness, interest, and engagement and was touted in the industry as “Intel’s most ambitious and imaginative mobile advertising campaign yet.”