Cannes Lions

SMART TV

TRIBAL DDB, New York / INTEL / 2011

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Overview

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Credits

Overview

Description

SMART TV is a new product that seamlessly integrates users’ favorite television and Internet content into a single-screen experience. This presented a challenge: How to create awareness for a product category that doesn’t exist yet? Our objective was to generate awareness and excitement not only for the smart TV category but also for the brand that made it all possible: Intel. When the product is SMART TV, which puts you in control of all your favorite content on one screen, we let the user experience do the talking.

Execution

When the product is SMART TV, which puts you in control of all your favourite content on one screen, we let the user experience do the talking.Since the heart of the product lies in a personalized TV/internet experience, geofencing technology was used to recognize people’s names at Penn Station, inviting them to ‘build’ their own SMART TV experience.To underline the interactive quality of this new product, the advertising campaign made use of interactive touch screens that simulated the interactive product experience of SMART TV.

Outcome

Using static screens, mobile screens and user’s hand-held device screens, target audiences in major metropolitan markets across the US were encouraged to interact with, play with, share and upload information, totally customizing their individual SMART TV experience. Significant numbers of people willingly parted with personal information such as email addresses and mobile numbers to take part - no small feat in this privacy-conscious era. All of which achieved the goal of creating awareness
of SMART TV, its personalized, seamless web and TV experience, and the continued innovation of Intel.

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