The Campaign

This campaign is original in terms of its length, about fifteen minutes, in Japan, where fifteen-second TVCM is the mainstream. This movie fully takes advantage of the length to convey Intel's message thoroughly and emotionally. It is steadily filtering into audiences centering around creators.

Results

The ultimate goal of this creative is to re-create the expectation and respect toward technology. People, especially younger generations, no longer think that technology is surprising or exciting thing to have - It is rather just a part of their normal lives because of the penetration of devices, like smartphone. Intel Corporation accepts this as an issue, and changed its corporate tag line to "Look Inside." to address what' inside, technology in this case, that counts. The communication strategy is to create an emotional web movie so that people can realize that it is them who use technology and the technology is actually with hearts. The movie is available only on Intel's owned media, and a facebook campaign will come this coming April to June 2014.

This movie is available only on Intel's media, such as home page, Intel official YouTube channel and facebook page. This is the strategy to communicate with existing Intel fans, who are enthusiastic about Intel technology, first. Putting SNS's ability to spread around the movie to general audiences is the next stage.

This campaign is just started and currently underway. Quantitative results are not yet available.