Intel Promo, Case study POP-UP THEATER by PARTY Tokyo

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POP-UP THEATER

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Industry Laptops, Netbooks, Tablets, IT & Electronical Components
Media Promo & PR, Case study
Market Japan
Agency PARTY Tokyo
Director Hiroki Ono
Art Director Masashi Kawamura, Ryo Roy Tsukiji
Designer Shinichi Hirata, Junya Hoshikawa, Miho Ishizuka
Producer Shota Hatama, Tetsuko Shinohara, Hiroki Shirota
Photographer Yasu Tanida
Editor Taichi Okada
Released February 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: INTEL
Product/Service: ULTRABOOK
Agency: PARTY
Creative Director/Technical Director: Masashi Kawamura/Hiroki Nakamura/Qanta Shimizu/Morihiro Harano (Party)
Art Director: Masashi Kawamura/Ryo Roy Tsukiji (Party / Birdman)
Designer: Shinichi Hirata (Party)/Miho Ishizuka (Party) /Junya Hoshikawa (Birdman) (Party / Birdman)
Animation: Junichi Arakawa (Birdman)
Technical Director: Nobuaki Arikata (Birdman)
Programmer: Kenshiro Nakashima (Birdman)
Web Director: Akira Koga (Birdman)
Web Developer: Takanobu Noso/Shin Jeongsoon (Birdman)
Hardware Setting: Yoichi Kanazawa (Birdman)/Yuji Tamayama (Birdman)/Yoshihiko Abe (Birdman)/Masano (Birdman / IMG)
Director: Hiroki Ono (Aoi Advertising Promotion)
Photographer: Yasu Tanida
Editor: Taichi Okada
Music: Yuichiro Oku
Producer: Shota Hatama (DOF)/Tetsuko Shinohara (Aoi Advertising Promotion)/Hiroki Shirota (DOF / Aoi Advertising Promotions/ Clip Pictures)
Project Manager: Misato Tachibana (Party)
Production Company: Dof/Birdman/Clip Pictures
Creative Agency: Party
Media placement: Stunt Events - Around Los Angels - 27th Jan-29th Jan 2012
Media placement: Viral Video - YouTube - 13th February 2012
Media placement: POP-UP THEATER Website - Online - 13th February 2012
Media placement: Video Seeding - Meta Cafe / Daily Motion / YouTube - 13th February 2012
Media placement: Intel Banners - Intel.com - 13th February 2012
Media placement: Facebook Ultrabook Page - Facebook Intel Page - 13th February 2012
Media placement: Facebook Page Post Video - Facebook - 20th February 2012

Summary of the Campaign
Ultrabook™ Pop-Up Theater is a campaign designed to introduce Ultrabook, a new category of computers inspired by Intel through a stunt and video. In order to communicate the product's thin design and its responsiveness, we synchronized 60 Ultrabooks with a special program, and created the Ultrabook Pop-Up Theater, a human digital bilboard, that suddenly appears around the city and transforms an everyday situation.

The Situation
'Ultrabook' was a new category of computers inspired by Intel, which had the following features: 'Ultra Sleek, Ultra Responsive and Always Connected'.

They wanted to communicate these features to the global audience.

The Goal
Our goal was to introduce the 'Ultrabook' to the world in an unexpected way.

The Strategy
In order to communicate the product's features: 'Ultra Sleek, Ultra Responsive and Always Connected', to the global audiences, we came up with an idea to create a huge human digital billboard using 60 Ultrabooks. We developed a special program to synchronize the videos playing on screens.

Our strategy was to bring this 'screen' out onto the streets and execute a flash-mob style event, film these series of stunts, and distribute the video online.

Execution
We created a 'Pop-Up Theatre' by synchronizing 60 Ultrabooks, and having a team of 60 people, each holding them up to create a human digital billboard. The team suddenly appeared around the city of Los Angeles and transformed an everyday situation.

Documented Results
The website was covered by the global media, and was mentioned in 148 blogs. Only a week after the launch,  the number of 'likes' reached almost 3,000 and recorded 1,835 Tweets. The videos were viewed more than 1,393,090 times and the number is still growing.