Intel
Driving understanding of a product benefit to generate sales
Audio(.mp3)
Background
The PC plays an important role in music creation and consumption – from listening and collecting to editing and creating.
Intel needed to make a specific product benefit known to their target audience as most people don’t realise that it is the processor that makes a great computer. The objective therefore was to communicate, in an entertaining way, that if you want good music you need a good processor.
Why radio?
Intel created a credible solution that tapped into the live nature of radio to help consumers understand that a processor was essential for great music.
By using the many platform extensions radio has in its armoury Intel delivered a continual dialogue with listeners across the course of the day.
Implementation
Intel collaborated with 95.8 Capital FM to challenge popular pop band The Feeling to shoot, edit and post produce a music video in 24 hours – a process which normally takes 2-3 weeks. Recording and producing an HD music video in just one day had never been done before and Intel technology was able to make it possible.
The activity was seeded on the 95.8 Capital FM website the week before which started the forums buzzing. The ‘24H Challenge Live’ launched on the Johnny & Denise Breakfast Show with a camera crew following the band over the 24 hour period to produce a ‘making of’ documentary.
One minute video and audio updates were delivered throughout the day through a bespoke iPhone application, WAP site and on air. 95.8 Capital FM’s street teams distributed 5000 iKyp Web Keys around London which automatically launched a dedicated microsite when the user plugged it into their USB port. The music video was streamed live on capitalradio.com and culminated with a live gig in Camden which was also streamed on the website.
Results
Research showed there was a 16% shift in propensity to purchase and a 14% increase in brand purchase between listeners and non-listeners.
The activity achieved exceptional levels of engagement with 1.57m people listening to the 95.8 Capital FM broadcast and 105,417 unique users driven to the website. The Radio delivers significant shifts in brand purchase and propensity to purchase Source: Intel RADIO ADDS BITE 9 making of the documentary was shown on Channel 4 and was watched by almost 2,000,000 viewers.
RAB Comment
This ambitious project produced a worldwide first for both music and media and increased understanding of the Intel processor product. The content was innovative and compelling but most importantly it delivered the desired uplift in consideration and purchase.