Cannes Lions
GLASSVIEW, Fort Worth / INTEL / 2024
Overview
Entries
Credits
Background
Situation: Intel hired us to drive increased market share & shift brand perception for their enterprise solutions
Brief: Intel sales had plateaued; they wanted to understand what motivated enterprise teams to adopt Intel Cloud Solutions
Objectives: Solidify Intel’s position as a key player in Europe’s planned digital transformation through uncover subconscious drivers for enterprise adoption, leveraging those insights, and ultimately increasing market share.
Idea
The campaign aimed to connect with IT decision-makers by evoking emotions like empathy and joy, which, through neuropowered media optimizations, indicated higher propensity for users to purchase. This was a departure from traditional B2B messaging, which typically evokes credibility and logic. By aligning creative elements with neuro-optimized insights, the campaign effectively engaged their target audience and drove their business goals.
Strategy
Data gathering: we conducted test panels consisting of the client's "ideal customer" profile all over the world
Target Audience: Tech directors who are key decision makers in their respective organizations
Relevance to platform: To determine which audience shows the highest level of attention and engagement
Approach: Collect data from panels and leverage those insights in real-time to optimize campaign performance, ultimately driving incredibly-high engagement in a cost-efficient manner
Execution
Implementation: we conducted test panels consisting of the client's "ideal customer" profile all over the world
Timeline: Q4 2023
Placement: All over the world, with a particular focus on Europe
Scale: Data exposed varied phenotypes within their business clientele. The key Machine Learning takeaway was that strong emotional responses- including empathy and even joy- were powerful indicators that Tech Execs & Operations Leaders would adopt Intel’s product suite. Harnessing this reaction and resulting performance, we optimized our strategy toward online demo and behavioral clusters that maximized this emotional response with at least one out of seven people, the average size of Intel’s target team.
Outcome
Sales: Uptick in quarterly sales by 10%
Engagement: Increase in purchase intent amongst Tech Directors of 90%
Owned Media Results: 13.3% reduction in eCPM; VCR 4.57% above industry average (81.63%); CTR of 3.77%; decline of 32.01% in OLV CPC versus prior campaigns
Customer loyalty: Customers resonated with updated messaging; messaging was adjusted to tailor towards top-engaging titles to focus on down-funnel decision-making
Brand Perception: Exceeded expectations
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