Intel: Swarm

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Intel
Agency: OMD
Brand: Intel
Campaign duration: May to June 2009 (Singapore) ; September - November 2009 (Canada)
Campaign objective: Increase sales, volume and awareness; defend brand position
Country: Singapore
Media budget (USD): < $250,000
Media used: Email marketing, Internet display, Internet microsites, Mobile, Word of mouth

1. Background & Strategy