Results and Effectiveness

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.

Creative Execution

Combining our consumer insights with the hottest media trend, 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 target audience. We promoted the campaign online to recruit contestants to join the reality show through our minisite. We spread word of the reality show through print, radio and TV announcements were utilized to jump start the campaign and promote the attractive job offer. This all created momentum for the on-ground national final competition event; internet word of mouth about the contestants and the drama plots followed to keep the public attention on this program. Synchronized communication through different media types helped to promote the integrated content program on TV successfully. With the integration of media, the campaign reached the highest volume and influenced the target audience effectively.

Insights, Strategy and the Idea

Intel’s centralized, global communication to the China marketplace failed to effectively deliver their intended message to the tier 3/4 audience. This resulted in lower tier city consumers’ misunderstanding of Intel as an ingredient brand in most PCs . This posed a great threat to Intel in the market as lower tier cities are expected to grow rapidly in near future. Therefore, it became crucial to rebuild their brand relevance. Intel needed a refreshing idea to rejuvenate the brand and help consumers understand the role of Intel in a straightforward and engaging way. 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?