The Hyperfactory with Crisp Wireless

Agency: The Hyperfactory

Brand or Product: Intel

Brief: On the heels of Apple’s first iAds appearing to the public, mobile marketing industry leader, The Hyperfactory was tasked by Intel to leverage the “hype” cut through the clutter and deliver something truly innovative, un-restricted and standout.

The result – not only an extremely rich and engaging mobile campaign but the world’s first drag and drop ad unit.  The “Work Smarter” campaign for Intel’s Core processors that has the richness, interactivity and polish of an iAd, without the creative restrictions and platform limitations.

As part of its “Work Smarter” marketing program, The Hyperfactory utilized Crisp Wireless’ rich media ad components to deliver an interactive rich media mobile campaign that encouraged viewers to engage with the ad to find their ideal Intel processor. The campaign, which performed better than previous campaigns, is a prime example of what agencies can accomplish, in both creative and distribution, using HTML5.

BREAKING GROUND IN THE MOBILE BROWSER AND BEYOND
The Intel mobile “Configurator” pushed the boundaries of what's possible in mobile browsers, mirroring how Intel chips push the boundaries of computing.  This first-to-mobile execution leveraged the touch screen feature of the iPhone to offer the user a simple, drag-and-drop interface to help consumers find the best Intel Core Family 2010 processor for their digital lifestyle.  This experience was mirrored within rich media expandable units across CNN, CBS and Pandora. Almost every consumer that expanded the ad (94%) went on to deep dive interaction with the Configurator.

CONSISTENCY OF CREATIVE MESSAGING IN A GLOBAL CAMPAIGN
As with all our global work, having a great creative idea is not just enough, since in mobile the creative idea is generally heavily tied to the technology and the user’s contextual behavior differing in each market. 

For the iPhone targeted markets – USA & UK, our drag and drop ad unit was a HIT!  However for markets such as Indonesia we needed to take a different tact to ensure that “no mobile was left behind”  Adapting the Configurator to function optimally via the mobile web ensured that exceptional results were achieved in markets with a low HTML5 uptake. Consumers in Indonesia actually spent MORE time with Intel on the mobile site than US consumers.  Amazingly Over 30% of Indonesian audiences dove deep to download and digest Intel technical specs.  Intel’s internal metrics regards this audience as deeply engaged and high value.

Link to your creative: Intel Video - http://www.vimeo.com/13401707