Fujitsu took the Grand Prix for its LIFEBOOK4Life campaign, being the best all-around entry among the various award categories. Fujitsu’s campaign sought to increase brand relevance and drive sales for LIFEBOOK notebooks based on the second-generation Intel® Core™ vPro™ processor family. The campaign targeted IT decision-makers in SMB, enterprise and the channel in 40 countries across Europe, the Middle East, Africa and India. The campaign resulted in a 65 percent sales increase by integrating innovative social media activities via LinkedIn, Facebook, word-of-mouth, augmented reality and viral videos with standard advertising.
The Grand Prix recognizes the campaign that best exemplifies the value of innovative approach, stands out from all other entries and sets a new standard for marketing with outstanding results.
Toshiba won the Intel Creative Award that honors the campaign best representing breakthrough design and effective expression of brands and massages. “The Inside Campaign” saw Toshiba and Intel teaming up with Hollywood to deliver a “social film” intended to create brand relevance among young adults. The film delivered more than 50 million video views worldwide.
Presented for the Best Integrated marketing concept with outstanding results, the Intel Integrated Campaign Award went to HP’s year-long consumer campaign that featured Japanese pop group AKB48. The campaign included several first-time trials and innovations, and purchase intent rose by 2 million.
The Intel Paid Media Award for best strategy and results from paid media went to Asus’ “In Search of Incredible.” Asus and Intel set out to raise brand awareness and preference in key markets by launching a global co-marketing campaign with Grammy-winning recording artist Jason Mraz. The campaign was centered on Mraz and media-enthusiast consumers sharing “incredible experiences” online. The campaign reportedly reached more than 2 billion consumers, delivered 5 million unique visitors and elevated key brand metrics among the targeted young adult audience.
Lenovo took the Intel Earned Media Award for efforts in Poland around social media presence development. Using “fun and creative applications” on a social media site as a tool to build relevance and consumer emotional connection for the brands, Lenovo exemplified the award by showing engagement with consumers while supporting strategic objectives and advocating Intel’s brands through an original concept. Over 50,000 active users creatively designed superhero cartoon characters that represented Lenovo and Intel, and participated in quizzes and contests that tested their knowledge of various products and technologies. The activity included designing T-shirts with likenesses of their superheroes; the shirts were also available for purchase. As a result, Lenovo and Intel significantly increased fan numbers on Facebook in Poland – 63,000 and 47,000, respectively.
The 2012 awards program was a pilot, and Intel has indicated plans to make this an annual event. Judges for the inaugural year consisted of Intel marketing directors and executives in all geographies.
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