THE ESCAPE

TitleTHE ESCAPE
BrandINTEL ASIA PACIFIC
Product / ServiceTHE 2ND GENERATION CORE FAMILY OF PROCESSORS
CategoryA04. Direct Response Digital Media
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company:DDB GROUP HONG KONG, HONG KONG
DM/Advertising Agency:DDB GROUP HONG KONG, HONG KONG

Credits

Name Company Position
Tim Cheng DDB Group Hong Kong Executive Creative Director/Art Director
Jeffry Gamble DDB Group Hong Kong Executive Creative Director/Copywriter
Jamal Hamidi DDB Group Hong Kong Creative Director/Copywriter
Maurice Moynihan DDB Group Hong Kong Art Director
Elizabeth Commandeur DDB Group Hong Kong Art Director
Thomas Selby DDB Group Hong Kong Copywriter
Sean Chan DDB Group Hong Kong Digital Producer
Gary Law DDB Group Hong Kong Digital Designer
Stella Yuen DDB Group Hong Kong Digital Designer
Dickson Chan DDB Group Hong Kong Digital Designer
CY Tang DDB Group Hong Kong Digital Developer
Tony Wong DDB Group Hong Kong Digital Developer
Carlos Palacios DDB Group Hong Kong Planner
Brandon Cheung DDB Group Hong Kong Planner
Eric Phu DDB Group Hong Kong Planner
Joanne Tong DDB Group Hong Kong Account Director
Daisy Chan DDB Group Hong Kong Agency Producer

The Brief

To educate a non-technical audience about the second-generation Intel Core processor in the Asia Pacific region, specifically India and Australia; and in doing so, build a relationship between this audience and the Intel brand. Uniquely, the new Intel Core features inbuilt graphics technologies that significantly alter users' computing experience. Crucially, the target audience were not technically minded or interested in the inner workings of their computers. Most of the audience was already happy with what their computers could do. Our task was to engage this disengaged audience and get them to spend time learning about the new Core.

Creative Execution

The Escape showcased the graphical possibilities of the new Intel Core processor and was the first time that YouTube, mobile and social networking were seamlessly weaved together. It showed how the chip would transform your computing experience, using the transformation of YouTube—both through page transformations and through the addition of interaction—as a metaphor. As we were dealing with a computer brand, it was critical that the campaign operated in the digital space. And because the brief was to educate (and not just to create awareness), we created a personalised, educational experience, not just a disruptive one.

Describe the creative solution to the brief/objective.

To tell our product story, we took something normally passive—watching a video—and turned it into a immersive, interactive experience called The Escape. The Escape blended gaming, video and social networking to create a highly personalised experience that told the story of the new Intel Core – one that quite literally put the “you” into YouTube. Here, the audience became the heroes of our education piece, playing through the story alongside their friends. Our target was to reach 250,000 people with this 3-month campaign, and get them to spend an average of 1:30 minutes interacting and learning about the processor.

Results

This three-month campaign exceeded its target figures (of 250,000 visitors) with 589,221 people playing through the experience in the first four weeks alone. On average, players have spent an average of 3:01 minutes in The Escape—double the target. This means that, to date, our audience has spent a total of over 29,624 hours engaging with the brand. PR and social media buzz has been similarly impressive. The campaign received 20,712 mentions on Twitter within the first week, while global media coverage was generated in The New York Times, the Times of India, and on countless blogs and forums.