INTEL SWARM by THE UPPER STOREY for Intel

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INTEL SWARM

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market Singapore
Agency THE UPPER STOREY
Released May 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: INTEL
Product/Service: COMPUTERS
Agency: THE UPPER STOREY
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: OMD SINGAPORE, SINGAPORE
Regional Digital Planning Manager: Rochelle Lobo (OMD Singapore)
Regional Planning Director: Gavin Gibson (OMD Singapore)
Senior Digital Planner: Karen Kwan (OMD Singapore)
Business Director: Euan Wilcox (TUS Singapore)
Technical Director: Chandra Barathi (TUS Singapore)
Account Manager: Anisha Bhagchandani (TUS Singapore)
Media placement: Digital - Banners across Sites - 11th May 2009

Results and Effectiveness
1) Total visits: 73% above benchmark 2) Optimisations/media negotiations - impression delivery: 65% above benchmark. 3) PC fair is a time when we users hold purchases in anticipation of good deals. Week 3 of the Swarm saw all PCs being sold out even though it was only a week away from the PC fair. 4) Over 200 blogs, 500 Twitter posts lauding Intel and Dell as market innovators, creative thinkers, companies that used social media effectively to drive online sales etc. 5) +15% in pre-qualified leads with 80% opting-in for further communication.

Creative Execution
Strategy: Co-branded Swarm’s that aggregate Dell customers and create perceived benefit for them while jointly purchasing Intel-based systems. The idea was simple, the more the buyers, the lower the price! Execution: A social media integrated microsite created with live Twitter feeds, email, mobile activations, dynamic rich-media campaign and blogger previews ensured high traffic and buzz. Key features include: - A dynamic website compatible with Facebook: Not only can the users buy product using their Facebook logins but Facebook was integrated within the homepage such that all conversations on the fan page would feature on the site. - Dynamic rich-media banners across high reach and niche portals that reflected live Buyers & also the countdown timer from the microsite. - Automated reminder SMS to all followers were sent to remind them of price drops for products that they were following. This helped in conversion of followers to buyers.

Insights, Strategy & the Idea
The task was to exploit core media and social triggers to ensure widest possible coverage, to stand-out in people’s minds and bring out Intel and Dell as a partner. Target audience felt there was more risk than advantage in buying computers online than brick and mortar retailers. In a retail store, the perception was you could negotiate a better deal. Especially in a market in Singapore where e-Commerce penetration is low. Insight: A surprising consumer trend was uncovered from China where social networks were being used to “crowdsource” other potential purchasers of a big ticket product. People would organize a date, time and retailer venue to meet and negotiate with the sales person a group volume deal. Taking a person’s natural tendency to look for pricing discounts and leveraging Social Media to help make connections with likeminded buyers, we effectively carved out a whole new category of ‘social commerce’.