Impactful media and creative innovation decodes the 11th Gen Intel Core processor on millions of lock screens

Intel has the most technically advanced and innovative processors in the market today. Designed specifically for thin and light laptops, the 11^th gen Intel core processors with Intel Iris XE graphics are a leap forward in portable performance. The objective of the campaign was to reach out to active PC shoppers and highlight the 11^th Gen product USPs/features in an innovative and engaging way. Going beyond the clutter of the social feed and targeting just the top metros of India, leveraging an “unmissable” format, Intel partnered with Glance to reach out to over 150 Mn Indians who were spending an average of 25 mins on Glance every day. Driving preference amongst active PC shoppers was simplified through engaging story-telling on screen zero. 

Intel targeted 18-44 Y/O men and women across India, with a simple idea: The 11^th Gen processor is the deal-breaker in a PC – It is ‘All you need’. Millions of lock screens got a burst of the Intel blue, supported by crisp communication & a strong CTA. Striking imagery of PCs integrated with the 11^th Gen processor ruled the spotlight, grabbing millions of eyeballs on mobile’s front page. 

The screen zero formed the base for vivid, relevant and frictionless ads engaging users & raising awareness for the 11^th Gen Intel core processor. One tap led users directly to retailer sites – The simplified consumer journey further aiding demand generation for the brand & its transformational processor. 

The campaign maximized impact with recorded reach of 23.8Mn and 61.6Mn impressions. 79% of the users found the ads to be relevant and non-intrusive to their inherent experience on Glance. Captivating visuals & a precise CTA made for a high recall value as well, with 67% of the users associating the ad with the brand. 

54% of the audience found the ads to be enjoyable – a number that’s enough to estimate the power of stunning native ads served on the lock screen. The campaign recorded significant traffic directed towards partner retail sites. These visits were facilitated with single taps on the lock screen – easy, instant & frictionless. Multiple Likes & shares led to strong engagement from different sets of audiences, in turn driving Intel’s key business & marketing goals.