Intel Promo, Case study AMAZING CALL by OMD Shanghai

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AMAZING CALL

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Industry IT & Electronical Components
Media Promo & PR, Case study
Market China
Agency OMD Shanghai
Released September 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: INTEL
Product/Service: ® CORE ™ PROCESSOR FAMILY
Date of First Appearance: Dec 1 2010
Entrant Company: OMD CHINA, Beijing, CHINA
Associate Digital Planning Director: Eric Hu (OMD)
Digital Director: Rose Du (OMD)
Business Director: Cynthia Zhang (OMD)
Managing Director: Arlene Ang
Strategy Director: Saurav Bhowmik (OMD)
Media placement: Mobile - IVR call , MMS , SMS - 2nd December 2010
Media placement: Bluetooth - Kiosks - 2nd December 2010
Media placement: Microblog (Weibo) - Content - 2nd December 2010
Media placement: WAP - Website - 2nd December 2010
Media placement: Internet SIte - Banners - 2nd December 2010

Insights, Strategy & the Idea
Intel wanted to Leverage year-end festivities with their mass target group.
The digital market is being driven in China by Mobile and the size of the mobile market is huge and the growth is being driven by the Lower tier consumers. They love to use the mobile as an entertainment device
The quest for a special ingredient to create buzz and “decommodify” our year end campaign driven by the huge volume of mobile interactions with friends led us to the insight :
“People want to communicate with their “Idols” but they do it in their own special way - some would like to passively see them on broadcast channels ,follow them on Weibo (Microblogs) , talk to them or read about them.”
We devised a campaign which would empower them to engage with the brand in many ways like Voice call, Text messages, Picture messages, Bluetooth, WAP and Weibo etc

Creative Execution
As we needed to appeal to a wider target group of Intel we roped in 20 Celebrities from the diverse facets of Chinese Life - Actors, cartoon characters, Basketball players , sports commentators etc.
Customized messages were developed by creating various messages in the Celebs trademark.
Banner ads displayed on a very poplar lifestyle portal - Sina and other major mobile WAP sites . Bluetooth booths in the places where the target had an actual possibility of interacting with the celebrity were set up and messages were delivered to create more impact Weibo (Micro blogging) following of the celebs was encouraged through mobile banners
The execution of the mechanics was geared for a surprise to the recipient – “If you knew that you friend would be attending an Basketball game then you could have your favourite Chinese basketball player deliver a IVR / Bluetooth message to him.

Results and Effectiveness
Total participation number was a huge 30 Million.
Top of the funnel indicator was driving the huge traffic to the sites through to the Internet and WAP - A massive 16.8 million.
Through Bluetooth Kiosks brought in an additional traffic of 2 million and the Celebrities got an additional 12 million followers on their Weibo accounts alone.
A whopping 36 million celebrity MMS were requested and 12 million IVR were delivered to the friends.
And finally,
The top of mind for Intel Core increased by a huge 22% and preference increased by 15%.