Intel Promo, Case study HUMAN PROCESSOR by DDB Sao Paulo

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HUMAN PROCESSOR

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Associate Creative Director Bruno Tozzini, Philippe Bertrand
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Moacyr Netto
Art Director Fábio Benedetto
Copywriter Estevao Queiroga
Released May 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: INTEL
Product/Service: INTEL CORE I5 PROCESSOR
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Associate Creative Director: Philippe Bertrand (DDB Brasil)
Associate Creative Director: Bruno Tozzini (DDB Brasil)
Art Director: Fabio Benedetto (DDB Brasil)
Copywriter: Estevao Queiroga (DDB Brasil)
Media Vice President: Monica De Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Director: Fabiana Manfredi (DDB Brasil)
Digital Media Director: Fabio Saad (DDB Brasil)
Media Supervisor: Rodrigo Chamorro (DDB Brasil)
Media Supervisor: Elaine Yumi Endo (DDB Brasil)
Media Coordinator: Marcos Rosseto (DDB Brasil)
Media Assistant: Pedro Cinquini (DDB Brasil)
Production Manager: Marianna Sanches (DDB Brasil)
Project Director: Gustavo Alves 'denis' (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Project Manager: Joao Lopes (DDB Brasil)
Convergence Director: Joca Guanaes (DDB Brasil)
Media placement: Newspaper - O Globo - 02/11/2011
Media placement: Radio - Joven Pan - 10/11/2011
Media placement: Internet - Twitter - 07/11/2011
Media placement: Revista - Rolling Stones - 11/11/2011
Media placement: Site - UOL - 03/11/2011
Media placement: Site - R7 - 06/08/2011
Media placement: Site - Sonora - 05/09/2011

Summary of the Campaign
Intel promotes an experiment using Emicida's (Brazil's greatest rapper) brain as a human processor.

During a live streaming interactive happening, the rapper performed freestyle rhymes based on Twitter. His brain activity was used to create visual art, transforming Tweets into images.

• During the 10 minute jam, Emicida wore a hood with electrodes that monitored his brain activity and turned these impulses into visual art, onto a huge screen. All this in real time. The event took place during Emicida’s latest album première and was broadcast on Terra (one of Brazil's big portal), then converted into a collaborative art videoclip: the Human Processor.

• The experiment was developed by Intel to test it's new processor I5 Core, designed for high speed and amazing graphic experiences. The performance was watched by more than 170,000 fans online, and got about 67m impacts on social networks due to the 2.0 PR campaign strategy.

The Situation
Our challenge was to advertize Intel's CORE i5 new processor, witch offers an amazing graphic experience in addition to high processing capacity.

By the same time, Emicida, Brazil's biggest rapper, was launching his latest album at The Creators Project, an event that mixes art and technology. Emicida is very well known for his freestyling capacities, and we invited him to test Intel's new processor on an interactive performance broadcasted live.

The Goal
- To increase the processors relevance on the decision making process of buying a computer. In Brazil people generally don't know what a processor does.

- Drive influencers and general audience attention to the new processor's benefits: high-speed and amazing graphics for everyday use.

- To engage social media audiences: The broadcast needed to be interactive, in real time, so that people could participate.

- To do so, we mapped communities on social media, press and opinion leaders from different sectors of society, like rap, music, art, technology, science, youth, cultural agenda, etc.

The Strategy
The strategy was based on the convergence of press and social media. We needed influencers and press curatorship approval, and social media popularity.

To design the interactive performance, we've made a collaborative team with Emicida, Intel and TheCreatorsProject. The event was was broadcast on Terra – one of Brazils biggest internet portal, during the launch of Emicida's new album.

Using social media and PR activation, and a lot of content, we invited the audience for this happening that would transform Twiits into computer art Images using Emicida brain's activity, and that would result on the rapper's new videclip.

The Social Media and PR activation was based in a very detailed map of different kind of themes: covering from very segmented communities (such as the artist Fans, Rapp, technology) to big press (such as MTV, Rolling Stone Magazine and biggest newspapers in Brazil).

Execution
The campaign followed the 3 planned phases:

TEASER (20 days): we've invited people through videos, making off information and releases spread out on a constant dialogue with Social Media influencers, segmented communities, press, and the Brand's Facebook and Twitter.

LIVE PERFORMANCE (10 minutes): we've invited influencers to the event, and engaged Internet audience to interact with the artist on social media.

– Internet users sent words by Twitter.
– Emicida created freestyle rhymes out of the words.
– His brain activity was monitored and turned into visual art, projected into a screen on the stage.
– All broadcast in real time.
– Fans got back an artwork containing the rapper's brain activity the exact moment their words were used.

VIDEOCLIP LAUNCH (1 week after the performance): the performances were converted into Emicida's new videoclip, and launched on internet driving once more the press and social media attention.

Documented Results
- About +170,000 fans watched it online.

- 67m impacts on earned media (newspapers, magazines, TV, webTvs, blogs, press, social media posts).

- The project was mentioned by most of the the most important Brazilian press (print and digital), like: O Globo, Folha de SP, O Estado de SP (Brazil's most important newspapers), Rolling Stone Magazine, Veja, Playboy, biggest Internet portals (G1, Uol, Terra, Ig), and some of the most influent blogs on music, art, fashion and technology.

- The videoclip was exhibited at MTV Brasil as part of their videoclips screening program.

- An increase of 40% of fans at Intel's Facebook Fan Page.