The Brief

Intel is a market leader in the microprocessor category and computing solutions. Research showed that consumers’ axis of choice moved from speed to other aspects (form, shape, color, style, UI) compounded by the advent of new sleek, slimmer, and jazzy devices. With low education and fragmented choices at retail consumer browsing increased considerably affecting the buying cycle. The challenge was to reduce browsing time, educating consumers to make an informed decision towards the right Intel based device purchase, and increasing the footfall conversion rate at retail.

Describe how the promotion developed from concept to implementation

We wanted to personalize the showcase of technology to individual skill sets and needs. Consumer insights showed that unbiased advise and redress of the void in information at retail resulted in an enhanced experience leading to faster adoption and meaningful purchases. A PC choice for first time buyers should fit for both needs and their wallet. Psychometric assessment met technology and delivered a customized experience with a warm and people-centric approach showcasing new devices, packaging exciting offers, as device experts used an interactive and intuitive Psychometric test based App to share useful information while assisting with first time buying apprehensions.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign reached out to 1.09 million consumers, with its new people centric and tailored approach that made a difference to how consumers chose their technology generated consumer confidence and translated into a 150% increase in sales conversions at retail and an improved brand health for Intel. The Retail experience was an instant hit as it brought Intel’s content partners, Application publishers, PC OEMs and Telecom partners on a single platform for a unified messaging initiative, creating value for consumers and tangible opportunities for the PC market.

Explain why the method of promotion was most relevant to the product or service

We wanted to make a meaningful difference in the way consumers chose their technology. In a clutter of devices claiming form factors and jazzy specs we addressed the pain of lack of trusted, simple and personalized counseling thereby genuinely adding value. Hence the campaign deeply rooted in consumer insight touching consumers at a point when they are at the last mile of the purchase cycle met our objectives. It powered a superior retail experience; genuine advocacy for the Intel based technology and enthused consumer decision-making translating into a brand preference and increased sales for Intel devices.