In 2017, VR was still in its infancy and most Brazilians had little to no contact with the technology. Through social listening, we found that most people connected VR with videogames or entertainment.

We realized we had to surprise Brazilians by showing how Intel’s VR technology could have a positive impact on people’s lives and, through that, communicate Intel’s brand promise of delivering amazing digital experiences to everyone.

Our secondary research into possible uses of VR revealed that it had the potential to help the elderly deal with depression and loneliness. This led to our idea to interview nursing home residents to learn about their most cherished memories or activities they never got a chance to experience. Then by using Intel’s VR devices, we would bring those experiences to life and capture their reactions.

The PR team interviewed residents of a nursing home about their pasts and dreams they did not have the chance to realize. Using VR technology, we brought those dreams to life and recorded the residents’ reactions. The content was made into three videos. Additional written content about the positive impact technology can have on lives was created for Intel’s personalized channel to help boost the discussion.

Early August 2017: Creation of a branded Intel channel on the Reasons to Believe portal demonstrating how Intel’s new technologies can make a difference in people’s lives.

End of August 2017: Dissemination of videos on the Reasons to Believe portal and on its and Intel’s social channels.

Early September 2017: Ongoing media and influencer outreach to drive visitors to Intel’s channel. The campaign’s success drew attention of media outside Brazil, creating a third wave of PR activities aimed at international media and blogs.

Intel received praise for its innovative technology and the good being done for an often-overlooked community. Along with increased awareness of Intel’s technologies, user’s interactions with the content where overwhelmingly positive, acknowledging Intel’s role in forging those amazing experiences – materializing the brand promise in a powerful and engaging way.

Media Outputs

•The campaign secured 40 media articles globally.

•The project expanded the company’s media reach to lifestyle, creativity and blogs focused on feel-good stories.

Target Audience Outcomes

•24 million people reached by this campaign through social media and media contents.

•800 000 video views.

•10, 500 interactions, universally positive. Examples included:

“So cool. This is what technology is all about. Thrilling!”

“So beautiful. I cried. Congratulations to Intel for this. Truly inspiring!”

•More than 4, 000 shares on social media.

•More than 10, 000 branded content page views Intel’s branded channel.

•More than 600 positive comments praising the company’s technology and initiative. Examples included:

“IT shows how technology can be used to change lives and inspire people from all ages.” (Hypeness)

“[The elderly] were astounded to find that once they were wearing the headsets, they were transported to the one place left on their bucket list.” (Good News Network)

Business outcomes

•The VR technology was still under development, so the business outcome came from the positive conversations around the company and the effective communication of the brand promise.

•The viral nature of the content helped push the brand far and wide outside national borders