Intel Promo, Case study INNOVATORS OF TOMORROW by OMD Mumbai

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Released May 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: INTEL INDIA
Product/Service: INTEL
Date of First Appearance: May 27 2009 12:00AM
Entrant Company: OMD INDIA, Mumbai , INDIA
Senior Vice President: Mamatha Morvankar (OMD India)
Business Director: Anupama Singh (OMD India)
Marketing Manager: Eashwari Deshpande (Intel India)
Chief Manager: Vinnie Alex (Times of India)
Deputy Chief Manager: Vickram Swamy (Times of India)
Media placement: Print Campaign - Times Of India, Economic Times - 27/05/2009
Media placement: Microsite - - 27/05/2009
Media placement: TV Campaign -Scrollers - Times Now - 27/05/2009
Media placement: Out Of Home - Across Cities- Bus Shelters - 27/05/2009
Media placement: Online Banners - - 27/05/2009

Results and Effectiveness
22,800 entries were received from across the length and breadth of India. Indians across all walks of life wrote in with unique, path-breaking ideas, which could change our lives tomorrow for the better. These had a uniquely Indian flavor, solutions to problems that Indians face in their lives every day. These ranged for ideas for nano pumps to sort water shortage issues, to smart utensils helping cook nutritious food. The campaign clearly established Intel as a truly innovative "Tomorrow" brand. The campaign was deemed by Intel as one of the most successful localisation initiatives across the globe.

Creative Execution
Audiences had to write in with their ideas/ innovations for tomorrow on how technology can enable and change our lives. Ideas - which were innovations today, but would be the “Normal” tomorrow. Programme was executed with Times of India- the largest read English daily in the world. Various elements like front-page jackets, weekly slugs, strips were used in print, calling people to participate. Programme was amplified across media platforms including SMS push, online banners, microsite, television, out-of-home. For 6 weeks Intel engaged consumers through this unique initiative. Top 10 ideas shortlisted were published in print and readers were asked to vote for their favourite idea through email, short code, online voting. The winner was congratulated by Intel top management at an award ceremony in Mumbai, which also generated huge PR mileage.

Insights, Strategy & the Idea
Intel launched the “sponsors of tomorrow” campaign globally to reinforce their positioning as the premiere force behind cutting edge innovations. Task : To create relevance and involvement with the global campaign in India. Bring alive the concept of “Sponsors of Tomorrow” to Indian audiences. Insight : The consumer sees Intel only as the chip inside their computer. Bonding and involvement with brand is low. We had to make Indians see Intel in a different light – as a brand which really invests in the future- our future. The Idea Intel “Innovators of Tomorrow” programme in partnership with the Times of India Group – the largest media group in the country, with vehicles spanning print, television, radio, online, out-of-home. "Send us your innovative idea on how technology can enable a better tomorrow for us" - A chance to change the Tomorrow of our country. This programme became the launch platform for the Sponsors of Tomorrow campaign in India.