Following the success of the 2011 thriller ‘The Inside Experience’, award-winning agency Pereira & O’Dell was asked to create a second branded content film for Intel and Toshiba. This film needed to feature the Toshiba Ultrabook laptop and refresh the ‘Intel Inside’ branding, introducing both Intel and Toshiba as innovative technology brands to a new generation of 18- to 34-year-old millennial consumers.
Pereira & O’Dell realised that all young people go through a journey of self-discovery and use technology as a key tool for this exploration and expression.
The agency came up with the idea of co-creating a film about the universal search for self-knowledge and acceptance, using contemporary Hollywood stars (Topher Grace, Mary Elizabeth Winstead and Matthew Gray Gubler) and social media to involve as many people in the target audience as possible.
They devised a love story with the intriguing premise that the main character, Alex, wakes up every day as a different person on the outside but the same person on the inside – and s/he has fallen in love with someone who can never see him/her as the same person. Alex makes a daily video diary of this experience on a Toshiba Ultrabook that goes everywhere with the character as a vital and natural accessory.
The 45-minute film included gaps for consumer-generated content. Facebook was then used to invite people to audition to be an Alex by submitting their own video diary, putting themselves in Alex’s shoes to share the experience. From over 4,000 auditions on Facebook, 26 Alexes were cast in the film. They included fans from all over the world, including Japan, France, German, Italy, Philippines, Canada and Spain. An additional 50+ Alexes were featured on the Facebook timeline.
The final film was divided into six weekly episodes and presented on Facebook and YouTube running over an eight-week period.
Branded content is becoming an increasingly important
part of Intel and Toshiba’s strategy to reach out to a younger audience. They can see that people enjoy making branded content part of their lives – it draws people in naturally with a deeper message they can identify with on an emotional level.
PJ Pereira, Chief Creative Officer, Pereira & O’Dell
- 70 million views in eight weeks
- 26 million social interactions
- 97% YouTube approval rating
- 66% and 40% brand perception lift for Intel and Toshiba respectively among Facebook users
- 300% sales increase
The Beauty Inside’ was the most-shared branded video during the campaign period. It won an Emmy for Outstanding New Approach to A Daytime Series, and three Grand Prix awards – including one for Branded Content – at Cannes Lions 2013.
The campaign inspired hundreds of thousands of fans to give and request love advice and discuss their own sense of identity, while celebrating the principle that – with humans and computers alike – it’s what’s inside that matters most.
The campaign also started to create a relationship between the client brands and the audience that will grow over time. In fact, Pereira & O’Dell has already created the next social film installment for Intel and Toshiba, a horror story called ‘The Power Inside’.
This case study was originally published in the 2014 Edition of Best of Branded Content Marketing (BOBCM), co-edited by Justin Kirby and Greta MacFarlane.