Best Computer: Hardware Online Campaign

OBJECTIVE
I.T. decision makers are constantly bombarded with advertising, and thus, are often desensitized to it. The challenge was to engage this audience in Australia, India, and Taiwan to promote Intel® vPro™ and Intel® Centrino® Pro processor technology for business PCs.

SOLUTION
The strategy for Silicon Commander succeeded on two fronts. First, as a massively multiplayer online game, it flew under the radar of traditional advertising. Secondly, it transformed a complex product experience into an entertaining virtual test drive by mapping sci-fi themes onto familiar I.T. situations. Players controlled fleets of robots as analogies for desktop and notebook PCs. Upgrading to "Pro" robots offered enhanced manageability, security, and performance – the core product benefits.

While typical advergames are casual affairs designed for single players, Silicon Commander raised the bar with its sophisticated strategy gameplay and massive multi-player format that immersed players from around the world in an ongoing competition that lasted weeks.

RESULTS
The game engaged over 120% of target registrants, giving the client superb ROI, and generating online buzz as far afield as Poland. Above all, it propelled the brand into unexpected territory. As one notable blog proclaimed, "Intel gets cool." The campaign's success has led to adaptations for North America, China, and Europe.

Contributors:

Creative Director:	Nicholas Hong
Art Director:	Sam Li
Senior Copywriter:	Brent Horner / Tom Chung
Copywriter:	Virginia Ngai
Designer:	Stephen Chan
Web Developer:	Sean Chan / Sean Ho
Web Application Project Manger:	Samson Choi
Regional Digital Director:	Mark Cripps
Regional Business Director:	Steven Wong
Regional Account Director:	Germaine Choi

MRM WORLDWIDE - HONG KONG

Location: Hong Kong