NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Experience the Moment

basics
Industry: Internet sites & Services
Media:Ambient & Interactive
Style: Minimalism
descriptioncnen
Synopsis
Intel True VR technology set out to transform the experience of the Olympic Games by bringing fans closer to the action than ever before. However, getting the world to adopt a new behavior – watching in VR vs. watching on TV or online—was a monumental challenge. Given the global scale of the audience, the target stretched beyond VR-enthusiasts to die-hard Olympic Fans. Our job was to inspire people to grab a headset, download the VR app—and experience the Olympics in virtual reality. To do so, we created a VR campaign designed to bring deeper meaning to the technology—and encourage people to feel even more of the Games that they love.
Strategy
While buzz around VR is high, adoption of the technology is still low. Our job was to give people a meaningful reason to get a VR headset—and adopt a new way to experience the Olympics. To do so, we ne had to change the perception of VR as being an out-of-reach tech to that of being accessible and worthy of adoption. We solved this by showing how powerful VR can be through human stories, regardless of place or language.
Relevancy
The Olympics are a global cultural movement. Intel set out to change the future of the Games by providing fans with a new way to experience them—virtual reality. To promote tech adoption, we wanted to give VR a deeper, emotional meaning. We tapped into the insight that, when athletes go to the Olympics, they often leave behind family who can’t attend in person. We found 4 such Olympians, captured them in VR, and shared the films with their families back home—showing that, with Intel True VR, you no longer have to attend the Game to experience them.
Outcome
As a first year, top sponsor of the Olympics, Intel topped the charts as the most talked about Olympic Partner in social media—capturing more than 2x share of voice of any other Olympic sponsor. Coverage & Impressions of the 1st Winter Olympic Games broadcast in VR delivered large impressions and high engagement – 1 Billion impressions and 27M video views. The campaign also compelled consumers to put on a headset and watch the Games with 60K hours of VR footage consumed—exceeding the Rio summer games 7x over. Additionally, adoption of VR grew via 400k+ app downloads and a reported 800K unique sessions.
Execution
We produced three long-form docu-stories along with three corresponding VR experiences. We used the docu-series to drive fans to the Olympic VR app, where our VR films were pre-populated to give fans a taste of the VR experiences to come during the Games. Other VR placements included retail displays as well as the NYTimes VR app. To align with the spike in Olympic interest, all efforts went live within the week of the Opening Ceremonies—as well as in coordination with the each athlete’s event schedule. The work was adopted by multiple GEOs around the world, including US, China, Japan, Korea, W. Europe, Australia, etc. The films were distributed across online video & social channels—as well as deployed on .com and in employee communication such as the Intel HQ Lobby.
CampaignDescription
When athletes travel to the Olympics, they often leave loved ones back home. Imagine: your child is going to the Games. But, due to different circumstances, you can’t attend. When Intel became the Official VR Experience Provider for PyeongChang, we saw an opportunity to bring emotional meaning to VR—showing people that you don’t have to attend the Olympics to experience them as if you’re there. We found Olympians in South Korea, Japan, China, and the US. We shot VR “love letters” with each athlete—letters we then shared with their families back home. Families were able to race across the ice with Fan Kexin, fly 20 feet above the halfpipe with Ayumu Hirano, and reunite Marissa and Hannah Brandt—sisters training (and filmed) on opposite sides of the world. And we were able to use VR in a new way—creating new fans of the technology as we did.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Use of Emerging Tech for Sports
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Excellence in Brand Integration & Sponsorships / Partnerships for Sports Entertainment
Latest Updated
Loading...
Sponsor