Product / ServiceINTEL BRAND
CategoryA05. Integrated Mobile Campaigns
EntrantOMD CHINA Shanghai, CHINA
Entrant Company:OMD CHINA Shanghai, CHINA
Advertising Agency:OMD CHINA Shanghai, CHINA


Name Company Position
Rose Du OMD Digital Planning Director
Eric Hu OMD Associate Digital Planning Director
Jessie Mi OMD Digital Planning Supervisor
Angela Xi Intel Advertising Manager
David Sun Intel Marketing Service Team Director
Cynthia Zhang OMD Business Drector
Arlene Ang OMD Head of Intel team

Brief Explanation

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%.