Toshiba laptop with Intel Inside: Inside Films

Agency: Pereira & O'Dell San Francisco
Advertiser: Intel and Toshiba
Brand: Toshiba laptop with Intel Inside
Country: USA

Objectives

With the campaign being a co-venture from Intel and Toshiba, our objective was to leverage the iconic Intel Inside identity and Toshiba's Leading Innovation brand platform to encourage reappraisal of both brands by the younger millennial audience and increase market share.

To do so, we knew we had to create something that could connect the millennial worldview to their relationship with technology.

Not enough to just demonstrate intent, this campaign had to effect actual sales increases in order to help boost Intel and Toshiba market share and internally prove to be a successful marketing execution.

The debut of the first social film was something that had never been done before. Social film was a new form of entertainment where Intel + Toshiba successfully blurred the lines between entertainment and advertising. Social film, as determined by Inside Films, is where you bring together -blockbuster entertainment with social networking and give the audience the opportunity to participate either in the film itself, interact with the film characters online and even star the direction of the film, creating an emotional connection between the brand and the audience.

Strategy