Intel Promo, Case study AUGMENTED MUSICAL REALITY by DDB Sao Paulo

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AUGMENTED MUSICAL REALITY

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Renata Florio, Sergio Valente, Moacyr Netto, Rodrigo Almeida
Creative Edson Oda, Marcelo Fernandes
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: INTEL
Product/Service: INTEL® CORE™ 2010 PROCESSORS
Agency: DDB BRASIL
Date of First Appearance: Dec 1 2010
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://www.intelmusica.com.br
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Director: Fabiana Manfredi (DDB Brasil)
Media Supervisor: Patricia Calheiros (DDB Brasil)
Media Coordinator: Rodrigo Chamorro (DDB Brasil)
Media Assistant: Marcos Rossetto (DDB Brasil)
Creative Directors: Sergio Valente/Moacyr Netto/Rodrigo Almeida/Renata Florio (DDB Brasil)
Creative Team: Edson Oda/Marcelo Mariano "Jesus"/Rodrigo Bombana/Marcelo Fernandes (DDB Brasil)
Online Production Team: Gustavo Alves 'Denis'/Marcus Macarroni/Pedro Rais (DDB Brasil)
Media placement: Magazine - Exame Magazine - 1/12/2010
Media placement: Magazine - Rolling Stone - 1/12/2010
Insights, Strategy & the Idea
We launched the campaign “Augmented Musical Reality” in order to generate awareness and preference for the family of Intel Core 2010 processors, and also bring relevance to the main brand. It meant a fun and interactive way to promote the brand, focusing on proximity in the long run.
The target is made of people who is always looking for new things, quality products and trends in the digital world. These are the people who embody the brand’s main concept: In Love With the Future. The public expects Intel to come up with new ideas and give its consumers the experience to try and enjoy them.
We changed the way the reader normally relates to a magazine, valuing their experience and role, placing them at the centre of a creative and experimental solution, which also allowed them to share videos with friends.
Creative Execution
We had a breakthrough when we recommended a medium that did not allow for sound to promote an action that had sound at its core. Besides that, we brought interactivity to a medium with very low interaction: print.
To create the 360º strategy and broaden the campaign’s reach, we also used merchandising on Free TV (at the main channel). To promote the action online – the main environment – we developed activation actions on social networks, and communicated with opinion makers (via DM and sponsorship of events). The POS material also drew the consumers’ attention to interact with the product.
Results and Effectiveness
Participation of consumers was amazing.
More than 823,000 readers, 111,000 page views in the project website, more than 300 recorded videos by the internet users, 5 minutes in average spent on the site and spontaneous posts in more than 40 blogs/websites/podcasts.
More than 4 million people were impacted with videos sent from all corners of the world, plus the project became news in music and news sites. Due to the excellent results, the campaign originally thought for Brazil only will be adapted to EUA and Spain.