The Ultrabook™ Temptations campaign was designed to raise interest in the new Ultrabook™ category and remind people that they have Intel to thank for it.

The Temptations test people’s determination, power, daring, excitement, persistence and persuasiveness and give an interesting insight into just what people are prepared to do to get their hands on an Ultrabook™.

In the first week alone more than 1.3 million people viewed the experiment (and still counting), over 250 bloggers posted stories about the campaign, as well as being shared thousands of times on Facebook and Twitter.

The success of the campaign in the three launch markets was quickly picked up by other countries in the region and The Ultrabook™ Temptations is now being rolled out across Asia-Pacific, with the potential to extend to a global platform in late 2012.

We started the process by sharing our initial ideas with a Professor of Behavioural Psychology from Curtin University. This helped us refine our thinking and ensure that each of the social experiments would play on genuine stigmas and insecurities and engender the characteristic we wanted to observe.

We also met with local people to understand what would be culturally relevant in that specific market.

We had to be reactive and nimble in our approach to the production to capture an entertaining and compelling story as each experiment was completely unscripted.

The Ultrabook™ Temptations campaign not only gave people the opportunity to get a glimpse of this all-new category of computer, but also played on the genuine desire for such a visually stunning product. Showing real-life scenarios featuring real people going to extraordinary lengths to get their hands on an Ultrabook™ was far more genuine and compelling than anything that could have been achieved through traditional advertising.