SPONSORS OF TOMORROW by OMD Shanghai for Intel

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SPONSORS OF TOMORROW

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

Credits & Description

Category: Best Localisation Campaign
Advertiser: INTEL
Product/Service: MICROCHIP PROCESSING TECHNOLOGY
Date of First Appearance: May 18 2009 12:00AM
Entrant Company: OMD CHINA, Shanghai, CHINA
Entry URL: http://www.intel.com/zh_CN/tomorrow/#/share-your-vision/
Digital Planning Director: Joanna Wang (OMD China)
General Manager Digital: Lawrence Wan (OMD China)
Digital Planning Supervisor: Harry Gao (OMD China)
Digital Planner: Bobbie Fan (OMD China)
Business Director: Lester Ng (OMD China)
Director of Marketing Services Group: David Sun (Intel China)
Advertising Manager: Rebecca Xu (Intel China)
Head of Business Development: Martin Shaw (OMD China)
Media placement: Digital - Www.baidu.com - 18th May 2009

Results and Effectiveness
Brand tracking showed increase in key measures of innovation and Intel assumed ‘leader in technology’ status. Relevancy scores increased 10% proving that Intel really matters! Baidu in just 12 hrs: 86m impressions , CTR 50% over the industry benchmark (0.47% vs 0.31%), CPM’s decreased 33%. 60k references recorded on blogs and local bulletin boards. Intel really is the sponsor of tomorrow! Campaign delivered total 6.6bn impressions, reached 210m people and drove 21m clicks! Intel achieved a personal best of 66% conversion on their website: 95k complete videos, 345k repeat visits, 83k used the interactive brand application. 105k forwarded to friends.

Creative Execution
Accessibility to the Chinese consumers was critical. The media solution played an important role in enhancing the message AND allowing consumer feedback creating a two-way dialogue. The Internet was our key battlefield. Consumers were invited to submit suggestions of what they’d like to see technology enable in the future. Their submission was then uploaded live and shared with submissions of others around the world. The outcome was poignant and deafening; Intel was sponsoring YOUR tomorrow for China. We negotiated unprecedented online placements; Creating true identity, Intel was/is the only brand to have used Baidu’s homepage (highest daily reach). Key online pages were reworked creating a central focus to deliver the unexpected! We became the first and only brand to talk to them when they logged in! Unheard of in China! This media firsts were supplemented with large impactful units placed across 21 sites to deliver reach and frequency...

Insights, Strategy & the Idea
Intel enjoys high brand awareness in China, but as an ingredient brand, often overshadowed by the OEM makers, Intel’s dedication and contribution to technology is unknown to consumers. Intel’s mandate for 2009 was to convey that the company is not just a microchip processor company, but a “move-society-forward-by-quantum-leaps” company. To re-invigorate the brand, Intel launched a global masterbrand campaign with new positioning “Sponsors of Tomorrow”, communicating how Intel is helping shape tomorrow’s world through cutting edge technology in a more emotional (vs. traditionally rationale) messaging. To stay true to Intel’s culture of innovation, we needed to broadcast the positioning in ways that targeted Technology Early Adopters who filter out “boring” information bombarded daily. With the added challenge of China’s cluttered media environment, cut-through was a must. Our strategy was to DISRUPT and (RE)CONNECT with the consumers to drive deeper interaction and aid understanding. Simply using global materials was not enough.