Best Computer: Hardware Websites

To launch the new Intel® Core™ i7 processor for desktops and promote Intel® Centrino® 2 processor technology for notebooks, we were faced with two major inherent challenges. First, how do you get consumers excited about products they'll likely never see? Second, how do you demonstrate the feeling of increased power those products can deliver?


The campaign message "unleash the power within" was conceived as an inspiring call to action for the target audience, and we found its ideal expression in the rich mythos of super heroes. The Hero Inside was created as the first online comic to combine animations, voiced dialogue, music, and sound effects with a surprise super power waiting to be discovered inside: popup book pages. The fresh experience not only stirred excitement but clearly communicated the message that Intel's latest technologies can transform everyday computer users into super humans… all from the inside out.


Visitors found the site to be a highly involving experience, often exploring various content areas. Nearly one-third viewed detailed product information from the character profile pages and 15% clicked through to Intel websites to learn more about the products.

Contributors:

Sam Li, Brent E. Horner:	Creative Directors
Lai Yat Fung:	Sr Designer
Angel Lam, Karen Yeung:	Designers
Samson Choi:	Web Application Project Manager
Sean Chan:	Web Developer
Stephen Chun, David Crane:	Demand Team Lead, Regional Strategic Director
Steven Wong, Angelique Tan:	Regional Business Directors
Germaine Choi:	Regional Account Director
Taura Edgar, Vicki Chan:	Regional Account Managers
Karen Lo:	Sr Account Executive

MRM WORLDWIDE HONG KONG

Location: Hong Kong