Brand Owner: Intel
Date: April 2006 to December 2006
Media Agency: Universal McCann
Other Agencies : McCann Erickson
Media Owner: Business Magazine
Media Channels: Print, Internet
Intel wanted to break barriers of IT perception among small and medium businesses in Russia and emphasize the value that Intel technology can bring to a business. It also wanted to see the approach to IT agendas through the eyes of smaller enterprises and their directors.
The insight that drove this campaign was that small and medium business directors, who hold the purse strings for company purchases, would want to see the real value investment that the technology would deliver.
The media solution was the "Biz Breakthrough" competition run in Business Magazine, a publication covering business IT solutions. It invited business owners to submit case studies of their best IT applications based on the Intel platform for their chance to win IT equipment worth $25,000. Criteria for judgment included innovation of idea, quality of realization and return on investment.
The best case studies were published monthly for nine months in Business Magazine and its website www.Business-Magazine.ru. Online advertising on media partners' spaces plus a special section on Intel's own website also promoted the campaign.
In total, 84 case studies were submitted from all over the country, with the rate of increase in numbers submitted throughout the project indicating that the promotion and word of mouth had worked successfully.
The final issue of the campaign contained one feature announcing and showcasing the overall winner and one showcasing Intel, concluding what was a rewarding project for both Intel and Russian businesses. The winner was a regional taxi company that handled about 15,000 taxi orders a day on a centralized control system incorporating Intel Pentium-based workstations, Intelvox call centers and Intel Xeon servers.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.