Media: Strategy Analysis - Offering the best seats in the house

Brand: Intel Centrino Mobile Technology Client: Intel Brief: Communicate the benefits of Intel Centrino Mobile Technology over and above the awareness created by Intel Inside activity Target audience: "Txperts" and "trendies" Budget: £3 million AGENCIES Media: Universal McCann, RSVP Creative: McCann Erickson

STRATEGY

Intel is commonly perceived as a global partner to other large hardware manufacturers. However, while the company has successfully built a reputation as an ingredient brand, it has never focused on building personal relationships with UK consumers.

The brief was to help Intel live and breathe outside of technology "form factors". This meant humanising and demystifying the benefits of the product to encourage consumers to interact with Intel Centrino Mobile Technology.

Because the creative was developed for a global audience, the UK campaign needed to strike up a local brand relationship with consumers, while remaining true to Intel's "the best entertainment on your lap" proposition.

EXECUTION

Intel's target audience was "txperts" and "trendies". These are media-literate types who are difficult to target because of, rather than despite, the ease with which they embrace new technology.

Both groups of consumers are entertainment junkies, preferring to roam a large number of media spaces in search of fulfilment, rather than a select few. In order to connect with the target audience, the campaign needed to blur media boundaries through a simultaneous and converged approach.

The breadth of the RSVP platform - the alliance between Viacom Brand Solutions, GCap Media and IPC Media - offered exactly the right fit across television, radio, magazines and online.

The collaboration resulted in "best seats in the house", a campaign that offered seats at some of Europe's top entertainment venues. The core purpose of the campaign was to reward consumers who showed an interest in Intel CMT.

The MTV VJ Trevor Nelson was chosen as the UK face of the campaign. His status as an MTV presenter, interviewer to the stars and music DJ gave him credibility with the campaign's target audience. In addition to this, Nelson's relationship with MTV allowed Intel to integrate and leverage the global creative route.

The creative, which featured Nelson sitting on a consumer's lap, demonstrated the incredible entertainment experience that consumers can have on their lap.

The competition prizes reinforced the idea of being entertained by the very best. Prizes included: VIP tickets to the Real Madrid versus Barcelona football game; dinner for six with Gordon Ramsay at Claridge's; VIP tickets to the premiere of King Kong and VIP tickets to watch Franz Ferdinand live in Florence.

- Television: Thirty-second spots on the MTV and VH1 channels, directing consumers to the competition website.

- Press: Core titles with full-page colour advertorials were selected to represent relevant prizes. The magazines included: Marie Claire for Gordon Ramsay; Uncut and NME for Franz Ferdinand; Now for the film premiere and Loaded for the football match tickets.

- Radio: Spots ran on 42 stations, utilising some content from the press activity and also driving consumers to the dedicated website.

- Online: A microsite was created to serve as the focal point of the activity, but primarily to host competition content and all media responses.

RESULTS

The success of the campaign is being measured in terms of engagement and interaction. The number of competition entries has been high, with 6,000 to date, and the campaign is still in its infancy. The response has encouraged Intel to consider rolling out the campaign on a global scale.

THE VERDICT - Andrew Stephens partner, Goodstuff

The major media owners have recently been investing in strategic communication planners. This campaign by Universal McCann is a good example of what can be achieved when the media owners contribute planning resource to an agency brief: a strategic communications proposition that neatly marries the audience, brand and media context.

Unfortunately, it is also an example of the creativity and execution not living up to the potential of the idea.

Universal and RSVP cleverly translated the "best entertainment on your lap" TV idea into the "best seats in the house" media strategy, based on the passion of their target audiences - '"txperts" and "trendies"."Best seats in the house" felt like a promising proposition that was capable of delivering the objectives of improving brand warmth and interaction.

We were, therefore, a little disappointed with the chosen solution - a cross-media advertorial deal that gave the readers and viewers of RSVP's partners VH1, Now, Loaded, Uncut, NME, MTV, Marie Claire and Loaded free tickets to events, not even exclusive Intel events.

Brands are increasingly investing in unique and ownable entertainment content (V Festival, Orange Wednesdays and Run London). With Intel's big entertainment promise and budgets, I'd have expected more than a few free non-exclusive tickets to the Black Eyed Peas given away in an advertorial.

I'd also expect more credible partners to help deliver the campaign.

While partnering with RSVP helped co-ordination and, I hope, price, Universal limited itself to a compromise of entertainment partners. I'm not convinced Now is the best place to talk about the best in film.

Finally, the mix of partners was forced and incongruous - VH1 viewers, for example, are unlikely to read Marie Claire, Now or Loaded, so their perception of the campaign may be rather one-dimensional.

So, in summary: Universal and RSVP created a compelling strategic proposition, but the execution deserved to be bigger than an advertorial deal. That said, with that solus revenue, I hope RSVP is putting on a big Christmas party this year.

SCORE: 3/5.