Cannes Lions

INTEL

OMD INDIA, Mumbai / INTEL / 2010

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Overview

Entries

Credits

Overview

Execution

Audiences had to write in with their ideas/ innovations for tomorrow on how technology can enable and change our lives. Ideas - which were innovations today, but would be the “Normal” tomorrow.Programme was executed with Times of India- the largest read English daily in the world. Various elements like front-page jackets, weekly slugs, strips were used in print, calling people to participate.

Programme was amplified across media platforms including SMS push, online banners, microsite, television, out-of-home. For 6 weeks Intel engaged consumers through this unique initiative.Top 10 ideas shortlisted were published in print and readers were asked to vote for their favourite idea through email, short code, online voting. The winner was congratulated by Intel top management at an award ceremony in Mumbai, which also generated huge PR mileage.

Outcome

22,800 entries were received from across the length and breadth of India.Indians across all walks of life wrote in with unique, path-breaking ideas, which could change our lives tomorrow for the better. These had a uniquely Indian flavor, solutions to problems that Indians face in their lives every day.These ranged for ideas for nano pumps to sort water shortage issues, to smart utensils helping cook nutritious food.The campaign clearly established Intel as a truly innovative "Tomorrow" brand. The campaign was deemed by Intel as one of the most successful localisation initiatives across the globe.

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