The Campaign

Intel needed a refreshing communication idea to help Tier 3/4 consumers understand the role of Intel. Our research showed that in China’s youth marketplace, finding a job is among their top concerns and creative culture is becoming highly aspirational. In order to build brand relevance what if a job opportunity arose to develop advertising for Intel towards the tier 3/4 audience? Combining our consumer insights with reality TV, we designed the first ever branded reality “recruiting” show to recruit creative talents all over China to create ads for Intel and a tailor made TV drama with Intel’s advertising competition content to reach the tier 3/4 audience.

Success of the Campaign

Being the first reality “recruiting” show in China and first reality show with a spinoff TV drama, this unique campaign delivered outstanding results. It generated 1.3 billion ad impressions, 9,360,598 click of minisite; 295,298,525 seed video impression were generated online. Total participants equaled 30,000 (joining user generated content, comment, voting). Intel brand awareness increased 21% (28% to 49%) and brand relevance increased from 61% to 67%. This campaign also won the top innovation award from Intel HQ in 2011.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First, the recruitment minisite was developed on the largest portal site - Sohu to recruit creative talents throughout China. Two viral videos were developed to promote the campaign. Press reports using print and radio, promoted the minisite and use of TV announcement created momentum for the on-ground national final competition event; Internet word of mouth on SNS followed to create to sustain curiosity during shooting of the program which launched on TV from at the end of October 2011 on the most popular national TV channel - JSTV and CETV1 at primetime.