Cannes Lions

N5 & UX LAPTOP

ZENITH OPTIMEDIA WORLDWIDE, London / INTEL / 2012

Film
Film
Film

Overview

Entries

Credits

Overview

Execution

We rolled out a global unbranded campaign, 'In Search of Incredible' to create unbiased appreciation and intrigue with a QR code, digital projections and viral video seeding.We used high impact outdoor sites, digital posters and experiential events to showcase incredible campaign images by photographer Don McCullin.As search volumes grew around the campaign we revealed our brand. We created bespoke MTV programming with singer Jason Mraz and online webisodes by award-winning director Asif Kapadia. A multi-platform partnership on MSN, XBox and Windows Mobile helped to distribute this content to a global audience. We promoted participation in our competition via crowd-sourcing networks and social media.The winner would have their story made into a film and have it showcased at the Sundance Film Festival.We used print and digital titles to achieve reach and frequency against our audience. A PPC campaign on search and social harvested interest in the campaign.

Outcome

ASUS is now the 4th most liked computer manufacturer on Facebook, and during the campaign Google searches for ASUS grew faster than all our competitors.We drove 5.6m visits to the campaign website and over 12m engagements and shares with our content. We had over 17,500 site registrants and 1,500 entries to our video competition.

ASUS Intel is now a brand in demand. A poll on CNET showed we made the list of the most desired brands. Ultimately, our campaign contributed to the sales for the sonic master N series models which doubled year on year.

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