SMART TV LAUNCH by OMD Chicago for Intel

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SMART TV LAUNCH

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market United States
Agency OMD Chicago
Art Director Raisa Ivannikova
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: INTEL
Product/Service: SMART TV
Date of First Appearance: Nov 1 2010
Entrant Company: OMD, New York, USA
Group Account Director: Loretta Lurie (OMD)
Group Media Director: Brad Moranchek (OMD)
Strategy Supervisor: Laura Eisman (OMD)
Associate Director: Vanessa Hartley (OMD)
Senior Account Executive: Bill Roman (OMD)
Global Business Director: Joe Harrington (Tribal DDB)
Group Creative Director: Kinney Edwards (Tribal DDB)
Art Director: Raisa Ivannikova (Tribal DDB)
Digital Producer: Nicole Mandel (Tribal DDB)
Vice President, Digital: David Lane (CBS Outdoor)
Vice President, Digital: Alvaro Muir (CBS Outdoor)
Chief Executive Officer: Chris Beauchamp (Monster Media)
ASMO Media Director: Thom Campbell (Intel)
Manager, Consumer Campaigns: Kevin Patterson (Intel)
Director, Global Creative and Production: Kim Fujikawa (Intel)
Global Creative Producer, Beyond the PC: Wayne Ahrendt (Intel)
Media placement: Mobile Storefronts - Mobile Storefronts In New York, Chicago, San Francisco, Las Vegas - 1 November 2010
Media placement: Mobile, OOH, Interactive Digital - All NYC: Mobile Storefronts, Transit OOH Media, Mobile Application - 29 November 2010
Media placement: Transit OOH, Interactive Digital - Interactive Digital Content At Penn Station, NYC - 29 November 2010

Insights, Strategy & the Idea
Web enabled televisions are the future of home entertainment and in 2010 INTEL was primed to emerge as a leader in this lucrative category. INTEL’s technology enables users to interact with their web enabled TVs, or “smart TVs”, integrating Internet content, broadcast programming, personal content and applications, all viewable on one screen.

This marked Intel’s groundbreaking venture outside the PC market, requiring a media campaign with comparable innovative feats. Challenges included:

-- Win recognition as a category leader amid a cluttered category

-- Demonstrate the smart TV experience, sparking demand

We identified the ideal launch audience: early adopters passionate about home entertainment. Being young, male, urban, and tech savvy, they are trendsetters integral in inciting demand for later adopters. They’re savvy and fickle, so a non-traditional media approach was imperative. Our strategy touted first-ever executions and revolutionary interactive demonstrations, enabling INTEL to gain credit as an innovator beyond the PC market.

Creative Execution
We pioneered a communications medium, providing consumers a custom virtual recognition experience in New York. Transit marketing blanketed 80% of available space in Penn Station: wild postings, bus/tunnel signage, subway banners. These ads welcomed Intel’s audience to download an Android application; users entered their first name / favourite TV content and were invited to participate in a Penn Station live event. Upon arrival at the rotunda, a digital screen virtually recognized the participant and loaded their name. The screens guided participants through a product demonstration, customized to their viewing preferences.

We reached early adopters via mobile storefronts, travelling cross country targeting key markets, events, airports and electronic stores, where INTEL’s target most likely lived. Interactive touch screens brought a twist to the smart TV demonstration, allowing participants to play a game with sweepstakes. Intel’s campaign marked the first interactive truck campaign to have the complete package of gestural interaction, multi-touch interaction and audio components.

Results and Effectiveness
The Penn Station transit program garnered a staggering 552 million impressions. The event marked the first-ever execution which recognized consumers by name upon arrival. INTEL’s target flocked to the virtual recognition program, with 70% of all people downloading the application travelled to Penn Station to experience the demonstration.

The Mobile Storefront program drew 21.4 million impressions, stellar results for only a 4 market, targeted effort. This program produced interaction rates twice as long as those from other storefront programs executed with the same vendor.