HP & INTEL Promo, Case study MAKE IT HAPPEN by OMD Singapore

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MAKE IT HAPPEN

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Industry Business equipment & services
Media Promo & PR, Case study
Market Singapore
Agency OMD Singapore
Creative Director Andy Tan
Released May 2010

Credits & Description

Category: Business Products & Services
Advertiser: HP & INTEL
Product/Service: B2B IT SOLUTIONS (BUSINESS PCS)
Date of First Appearance: May 1 2010
Entrant Company: OMD IGNITION FACTORY, Singapore, SINGAPORE
Entry URL: http://www.we-makeithappen.com
Head of Ignition Factory: Gavin Gibson (Ignition Factory)
Regional Marketing Manager: Celia Lines (Intel)
Marketing Communications Manager, Commercial Systems and Solutions, Personal Systems Group and SMB B: Lyndsey Lam
Business Director: Aaron Boekestein (PHD Network)
Creative Director: Andy Tan (PMG)
Business Development Director APAC: Jenni O’Malley (CBS Interactive)
Media placement: Microsite - Landing Page: Www.we-Makeithappen.com - 7 June 2010
Media placement: Digital Banners (Flash) - CBSi Network (APAC) - 7 June 2010
Media placement: Video - CBSi Network (APAC) - 7 June 2010
Media placement: Round Table Event (S) - AU, CN, IN, SG, MY, TW, KR - 26 July 2010
Media placement: EDM - CBSi Network (APAC) - 6 July 2010
Media placement: Telemarketing - CBSi - 6 July 2010
Media placement: Social Media - Facebook, Youtube, Twitter - 7 June 2010
Media placement: Mobile - CBSi Platform - 5 July 2010

Insights, Strategy & the Idea
Key Marketing Objectives:
- Build brand image and knowledge of HP and Intel as an innovative and ‘personable’ IT solutions provider
- Drive consideration and trial of HP and Intel’s IT solutions amongst IT managers
- Generate a 1:3 return-on-investment. (Every $1 spent on marketing is targeted to generate $3 in new business leads.)

Insight:
IT managers see their job as highly important, but they felt unappreciated by their co-workers who expect IT miracles. To cope with their stressful work, many escape into the entertaining worlds of viral videos, online comics and games when they have some time to ‘breathe’. (30 of the 42 IT Managers interviewed were avid gamers and comic lovers.)

The Big Idea:
HP and Intel empower IT managers by introducing “The Adventures of Harper – Make IT Happen”, a regular IT professional who turned into a superhero, by new IT product benefits, at work.

Creative Execution
The Adventures of Harper
Harper's stories were told through 8 episodes of comedy viral videos and 16 comic strips online. They were localized to encapsulate the unique cultural nuances of each of the six markets in the Asia Pacific region: China, India, Korea, South-East Asia, Taiwan and Australia.

Targeted Touchpoints
The content was seeded in channels highly relevant to IT managers. They included technology-focused networks such as CNET and ZDNet, and specific blogs frequented by IT managers. There were also ample opportunities for them to share the content by ‘liking’ and ‘commenting’ it via social media networks such as Facebook, Youtube, etc.

Converting Interest into Action
The content drove IT managers to learn more about HP and Intel via the campaign website, where they could participate in online games and download relevant information. To play, they needed to submit their contact details and their HP and Intel-related enquires. A call-to-action also helped to generate new business leads via a call-centre number.

Results and Effectiveness
More than 1.6 million unique visitors to site in 9 months
- Average of 221,535 new visitors per month

High Click-Through Rates (CTR) Above Industry Average
- CTR for each country was maintained at a high of 0.37% (200% above industry benchmark)

High Download Rates of On-site Content
- Average download rate per country was maintained at a high average of 5.99% (4.49% above industry benchmark)

Achieved a 1:6 Return-On-Investment
- Every $1 spent of marketing brought in $6 worth of direct sales opportunity (campaign attributed via a dedicated call centre and e-commerce tracking)

(Source: Omniture, site catalyst 2010)