? of the consumers don’t know what PC to choose, 79% don’t interact with the computers when they are in the store and 60% of the buyers are not satisfied with the purchase as they chose a computer that didn’t fit their needs.

People change their computers approximately every 5 years and there are huge new developments that a lot of potential consumers do not know.

Then, our main goals were to position the new category of Modern PC in these spaces:

El Corte Inglés: Personalized service, knowledge and experience in the PC world. Top of mind for a shopping place for Modern PC. Communicate and educate the consumer on their advantages.

Microsoft and Intel Modern PCs: Best in class software and hardware:

- Slim and light computers.

- Excellent autonomy and battery life

- SSD Hard Drive

- Ultra fast processors

PC Experience is a 360º branded content campaign developed around an involving, exciting and innovative experiential event: a technological escape room.

Components:

Innovation lab, where consumers, target 18 to 40 years, and El Corte Inglés’ technology sales team experienced first-hand the innovations of the latest PCs.

Under the premise of living innovation from within, participants went inside a latest generation computer to beat one challenge: they had 30 minutes to escape by solving 8 mental challenges. Each of them associated with one of the PC’s newest features.

Teams: 2 to 6 players. Two teams for each session.

15“ Onboarding

30“ Play time

Photocall and Product Showroom

Narrative:

Teams went through a “light tunnel” to the PC inners. Running against time and helped by the Game Master and the El Corte Inglés Innovation Experts, each team has to solve the 8 challenges on 30“ time. The faster will be the winner.

The strategy was aimed at two most influential targets: the general public, young people interested in technology, and El Corte Inglés’ technological sales team.

The campaign was divided in three phases with different objectives:

1. Acquisition: Through different actions aimed to create awareness, visibility, and expectation for the main event and to generate continuous engagement so the public could have a memorable experience.

2. Development: produce a live event where consumers could get a first hand experience and learn about the features of the computers in an recreational way. Use the event to also show these features to the retailer’s technology sales team to enhance their preferences and increase the prospect of sales.

Speed

Connectivity

Ultra Thin Design

Windows Ink

Intel Optane Memory

Light Design

SSD Disk

Performance

3. Closing: to achieve purchase consideration, helping the consumer find what PC meet their needs better in and educational and entertaining way

PC Experience was promoted through owned, earned and paid media, using gamified creativities:

1: Acquisition and awareness:

Outdoor Giant Screens - Callao

Mini-games distributed in Instagram Stories and Facebook, highlighting the premises of the escape room: mental ability and technological innovation.

Teaser Video distributed in social media and YouTube.

Contest: the influencers Topes de Gama, as brand ambassadors, challenged their followers to to compete against them in the escape room and win a computer

Gamified invitations sent to the press, escape-room gamers and lifestyle influencers.

2. Engagement Core Experience: Technological Escape Room.

A raffle to encourage user generated content. Participants could upload their most original pictures of the event under #PCExperience to win a computer.

3. Closing and conversion:

Case study videos to spread through professional media.

A product review by Topes de Gamas in their channels.

An interactive buying guide hosted in the retailer’s website.

- Callao’s digital screen: +1 million impacts, media value of 50.000€

- Press conference: +43 millions impacts, ROI 466.400€

- Social Media: +7 million reach, +600.000 engagement, positive sentiment.

- Sales Team Training: 100% satisfaction, intention of prescription: 98’7%

- Influencers: 903.291 views in Instagram Stories, 6.668 total engagement.

- Press attendance to the event: 82.107 impressions, 70.424 reach, 15.275 engagement.

- Event participation: +1000 clients.

- All the tickets were sold out, the ones for the last turn was sold out in just 15 minutes