MAKING THE CASE by OMD London for Intel

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: INTEL
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: OMD UK, London, UNITED KINGDOM
Entry URL:
Associate Director Digital: Paul Mears (OMD UK)
Client Director: Laura Bennett (OMD UK)
Communications Planner: James Tollington (OMD UK)
Associate Director Digital: Sarah Doughty (OMD UK)
Media placement: Online - The Register - 01/09/2009

Results and Effectiveness
This campaign set us apart from the category by helping IT Managers sell in IT solutions to their bosses, rather than just bombarding them with product benefits. Over 118,000 unique users viewed the content, around 25% of all UK IT Managers. 2,930 IT Managers downloaded the whitepapers with over 650 watching the live webinars. Over 200 IT Managers engaged in the discussion threads, with an average word count of each comment being over 150 words. Pre and post campaign research also showed that the activity drove Intel brand preference and product demand. All this on a budget of only £110,000!

Creative Execution
Our activity was split into three areas, all hosted within a dedicated zone on The Register. 1. Make the case: the research isolated which tools and resources would be most useful to IT Managers. An ROI calculator helped them to calculate the long-term savings of an upgrade. There were also whitepapers to download, specific to issues highlighted in the research. 2. Discussion zone: We knew from our research that IT Managers turn to one another for advice. Intel and partner experts started discussions threads, and hundreds of IT Managers joined in. This allowed our audience to share advice and recommendations, with all discussions being accompanied by relevant support tools. 3. Ask the Experts: the most active discussion threads became live webinars with Intel and partner experts. These were streamed on the Register and allowed IT Managers to ask experts about the unique challenges they were facing and get live advice.

Insights, Strategy & the Idea
Our task was to drive preference and demand for Intel vPro and Xeon processors amongst IT Managers in the heart of the credit crunch. To understand our audience, we asked them directly about the buying challenges they were facing in the economic climate. We partnered with the most influential and broad reaching IT website, The Register, and conducted detailed online research with over 1,000 IT Managers. From this, we gleaned our unique insight - IT Mangers already knew about the product specs and benefits, but needed assistance in selling in processors to the MD, FD or CIO, especially difficult in the economic climate. This informed our strategy of ‘Facilitating the Sell’- providing IT Managers with the tools and resources they needed to make the case for PC and Server upgrades. We decided to execute this through a partnership with The Register.