FAQ

>Who was the client? Intel or Toshiba?

Both. Intel wanted to refresh “Intel Inside,” Toshiba wanted to feature the Ultrabook.

>Did it work?

Yes. 70 million views. 26 million interactions. 97% approval on YouTube. 66% lift in brand perception for Intel, 40% for Toshiba. 300% sales increase.

>Who wrote the concept, plot, script?

The agency. Then we sat down with the director to polish dialogues and scenes.

>How did consumers participate?

We shot a 45 min film and left gaps for consumer content. On Facebook they submitted their versions of Alex’s video diaries. We picked 100 Alexes in total.