This campaign was all about going ‘In Search of Incredible’ (ISOI). So all the branded content needed to be incredible, and fulfil the highest expectations, both in terms of production values and in terms of the stories we were telling.

Our content is compelling and beautiful as a movie, no matter where it ran. In fact, all branded content, which featured Jason Mraz, went live online only, apart from those countries where we ran the content on MTV in selected countries (Australia, Germany, France, Italy, Netherlands, Poland, Portugal, Russia, Sweden, and UK).

Legally, we followed standard TV broadcasting regulations around brand promotion and advertising wherever required and sought approval to broadcast from the broadcasting authorities of those markets. Through our transcreation partners TAG and production partners Kream, we made additional edits to ensure compliance. This included scenes where Jason Mraz is driving and talking to thecamera. We ensured that his hands were on the steering wheel at all times in shot, seat belts worn and he was not encouraging or participating in any activity that could be construed as dangerous.In short, we created a campaign that truly lived the idea of ‘In Search of Incredible’, in 19 markets around the world.

Out of Home/OLA:An incredible campaign demands incredible creative. We started with ads featuring Don McCullin’s photography. Mysterious QR Codes invited further engagement.Global media partnerships:Incredible partnerships with MSN and MTV provided massive volume opportunities with 100M impressions delivered in the first 2 weeks alone.Social:-Facebook ISOI Group/YouTube channel-Influencer engagement programme-Exclusive content for Jason Mraz’s 9m Facebook fans/twitter followers-Listening tools to identify how and where we should increase social distribution of content-ASUS and Intel social channelsExperiential:Incredible projections in galleries and bars in markets encouraged interaction.

We were amazed by the truly incredible stories people all around the world chose to share with us (1,550 in total), In many ways, using brand content to earn the right to have conversations with people about the most incredible moments in their lives was the true measure of success.

At the same time, we had specific marketing objectives we were driving towards.Overall Objectives:Reach a broad audience, build an emotional connection, shift brand opinion -4bn+ impressions (at 4+ exposures double digit increases in key brand measures, source double-click/dynamic logic)-4m+ unique visitors to insearchofincredible.com sites (source: Google analytics, outpaced ASUS.com & Intel.com; during campaign, source: compete.com)Objective: Create interest & build buzz-Unbranded creative drove interest—teaser CTR 4x greater than benchmark -400+ pieces of PR coverage, 77m reachObjective: Build ongoing relationships with a core audience-393K repeat visitors, who averaged 4X as long on the site-12K registrations, 1,550 incredible storiesObjective: Drive engagement (across platforms)-601,000+ views of ISOI video content -MSN Editorial content: 738,000+ unique visitors, 1.1m+ views-Xbox LIVE: 137,000+ video views and 241,000+ downloaded items-Unruly Media: 1.8m social plays