Remember “Intel Inside”? And the Intel “jingle”? Well for a younger Gen Y audience, this didn't mean very much. And most worryingly, they didn't think Intel was cutting edge. Our solution was simple, a live demonstration of the speed of “Intel Inside” to make it mean something and give it a role in their lives. All this was done on the biggest stage possible, the X Factor live final. It was all made possible through their smartphones acting as the bridge between their social worlds and live television, in a way that had never quite been done before, generating significant change in brand perception along the way.

We knew that our Gen Y audience are obsessed with celebrity culture, personal fame, social media and their busy social lives. Above all, they love sharing and showing off with their mates, increasingly being empowered by technology…and they’re accustomed to it all happening instantly. Our solution was “Intel Inside - LIVE”: a live speed test, proving the pace of Intel, with Generation Y in the driving seat. In just 30 seconds we gave Generation Y the chance to star in Intel’s Christmas TV ad – in the X Factor Final…and we would create the ad at blistering speed - across just the length of the programme!

We showed our audience that Intel Inside could deliver results in super quick time to enhance their social lives. The combination of real time social media data feeds and cutting edge live broadcast technology made it happen in a credible way.

We put Generation Y inside Intel, and it changed their opinions of the brand for the better:

86% agreed ‘Intel is powering the fastest computers on the planet’, a huge leap from 51% before our campaign.

83% agreed ‘Intel appeals to me more than other technology brands’, up from 53%.

66% said they were very likely to buy products with Intel inside as a result, a massive increase from 13%.

This not only succeeded in ‘wowing’ the youth digital natives, but broke several media firsts and allowed us to accelerate innovation with Shazam.

Moreover, 17,000 people engaged with the campaign, ranking it ITV’s most successful Shazam campaign.

…and we couldn't have done any of this without the one little device that’s always on & always connected: the smartphone - the bridge between our TV & social activity, but more importantly, the heart of the entire operation.