|Category||A05. Integrated Mobile Campaigns|
|Product/Service||INTEL BRAND |
|Entrant Company:||OMD CHINA Shanghai, CHINA|
|Advertising Agency:||OMD CHINA Shanghai, CHINA|
||Digital Planning Director
||Associate Digital Planning Director
||Digital Planning Supervisor
||Marketing Service Team Director
||Head of Intel team
The Intel "Amazing Call" campaign ran during the New Year holiday in 2011.
The consumer insight we obtained was "everyone wants their new year card to be different and unique”. The outcome of the insight was to create unique new year greeting to a friend from a favorite celebrity. We utilized famous celebrities in China to record greetings and then sent them to Intel consumers' friends.
The Intel "Amazing Call" celebrity greetings created a huge buzz and encouraged automatic sharing.
The response was beyond expectations! Total participation was 30-mllion; the top of mind for Intel Core increased by a huge 22%; preference for Intel Core increased by 15%.