Intel Film, Digital Intel: The Escape by DDB Hong Kong, Tribal Worldwide Hong Kong

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Intel: The Escape

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Film, Digital, Interactive & Mobile
Market Hong Kong SAR China
Agency DDB Hong Kong
Director Lee Chun Chung
Executive Creative Director Jeffry Gamble, Tim Cheng
Creative Director Jamal Hamidi
Art Director Maurice Moynihan, Elizabeth Commandeur
Copywriter Thomas Selby
Producer Daisy Chan
Agency Tribal Worldwide Hong Kong
Production Hyena Films
Released November 2011

Awards

One Show 2012
One Show Interactive Interactive Advertising / Other Interactive Media - Single Merit

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: INTEL
Product/Service: 2ND GENERATION CORE I5 PROCESSOR
Agency: DDB GROUP HONG KONG
Executive Creative Director: Jeffry Gamble (DDB Group Hong Kong)
Executive Creative Director: Tim Cheng (DDB Group Hong Kong)
Creative Director: Jamal Hamidi (DDB Group Hong Kong)
Copywriter: Thomas Selby (DDB Group Hong Kong)
Art Director: Maurice Moynihan (DDB Group Hong Kong)
Art Director: Elizabeth Commandeur (DDB Group Hong Kong)
Project Manager: Daisy Chan (DDB Group Hong Kong)
Account Director: Joanne Tong (DDB Group Hong Kong)
Producer: Daisy Chan (DDB Group Hong Kong)
Managing Director: Eric Phu (DDB Group Hong Kong)
Senior Programmer: Tang Chui Yee (DDB Group Hong Kong)
Flash Programmer: Gary Law (DDB Group Hong Kong)
Flash Programmer: Stella Yuen (DDB Group Hong Kong)
U/X Developer: Dickson Chan (DDB Group Hong Kong)
Director: Lee Chun Chung (Hyena Films)
Media placement: Web Banners - Fairfax Media - June 16, 2011
Media placement: Web Banners - Jivox - June 16, 2011
Media placement: Web Banners - Zapak - June 16, 2011
Media placement: Masthead Banner - YouTube - June 16, 2011
Media placement: Video Banner - YouTube - June 16, 2011
Media placement: Video Trailer - YouTube - June 16, 2011
Media placement: EDM X 5,000 - N/A - June 15, 2011
Media placement: YouTube Brand Channel - YouTube - June 15, 2011

Describe the brief/objective of the direct campaign.
The brief was to educate a new generation of potential customers about the graphical capabilities of the new 2G Intel Core processor, and to get them excited about it. Our audience were not particularly tech-savvy but still spent much of their time online, so we decided to show how the processor is able to transform the everyday computing experience, by transforming the everyday computing experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to take something that our target audience took for granted – YouTube – and transform it entirely. We took a normally passive experience, revolutionised it, and completely redefined what YouTube could be. We turned viewers into the heroes of a first-person action game entitled The Escape that people could play right on YouTube itself. Our choice of media, which included web banners, a web trailer and eDMs, led us to expect around 250,000 views.

Explain why the creative execution was relevant to the product or service.
To many people, a processor is just a ‘thing’ in a computer. So if we wanted people to understand what a difference the Core could make, we had to actually let them experience it. But how do you do that when they don’t have the processor yet? That’s why a YouTube transformation was perfect. The site was a blank slate that allowed us to create a rich, immersive experience without having to upgrade everyone’s computers. Effectively, we could create a graphics-heavy game that even people on older computers, i.e. those who need a new processor most, could play.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
To date, over 700,000 people have experienced The Escape – triple our projected figure. Over 20,000 tweets (close to 100% positive) mentioned the campaign in the first week alone, and The Escape has been featured in the New York Times, the Times of India and on countless blogs and forums. Players spent an average of just over 3 minutes each on the experience, meaning that so far, people have spent over 36,500 hours engaging with the brand.