Incredible. It’s not a timid word, is it?
A handful of the alphabet builds one word that has described millions stories. It has been used to describe artistic masterpieces, notes that have stirred emotion and experiences that have inspired.
Where do you find these incredible moving stories?
You search for them.
Intel and ASUS enable people who use their laptops and products to live more fulfilling lives. In an effort to make every life an extraordinary one, ASUS are launching a new laptop, powered by Intel, called the N5. As a product positioned in the emerging category between a computer and hi-fi system with amazing sound quality, it has all of the elements of incredible.
How did this story begin?
The Concept
Intel, ASUS and Microsoft Advertising partnered to create an introduction to the In Search of Incredible full experience, producing an innovative, attention-grabbing global campaign that extols the brand virtues of both the ASUS N Series and the Intel Core i5 processor. Working in partnership with media agency, Zenith Optimedia Worldwide and creative agency, Digitas we proposed to amplify the official ‘insearchofincredible’ brand experience with a hub hosted on MSN, using MSN’s skill and expertise in providing users with engaging and entertaining content including original branded content and articles created by Microsoft Advertising’s Global Creative Solutions Team based in London.
Housed in a solution that reflects the branding and visuals of the official site, all content is themed around incredible sounds and vision.
Alongside the galleries and articles, the site features teaser videos for each webisode on the official site, plus information on a special competition and prize, all of which encourage users to explore the official site and submit their incredible story.
The Search:
As partners Intel and ASUS are taking the first steps on a journey that will celebrate the extraordinary creativity and imagination of people all over the world. And it’s called “In Search of Incredible”. Together with singer, film-maker, traveller and global star that is Jason Mraz, they are seeking out the most amazing stories from around the world. Over the following weeks, we will be introducing those stories as films on the website. Inspiring users to start their own journey for “In Search of Incredible”, and to share their stories on the official site. Users enter a story that they find incredible. A sight, a sound, a moment; something they've done, or created. The best of the best will go on to win an incredible prize.
The Content:
The experience has been created to entertain and excite users with articles, galleries and teaser videos based on amazing visual and sound experiences. Confident, trendy and tech-savvy, the target group represent a large sector of the MSN and Xbox audience interested in escaping the everyday humdrum to be entertained by stories and imagery that truly wows them. Because they are busy, sociable people, it is essential that this experience quickly taps into their needs and captivates them.
Encapsulating:
• Articles, including an exclusive interview and photography session with Jason Mraz
• Slideshow galleries with incredible images and captions
• New content added every fortnight including celebrity interview-based features
• Teaser webisodes of Jason Mraz and his journey ‘In Search Of Incredible’
• All content is themed around the most incredible sights and sounds around the world
• Additionally there will be a RSS feed of all of our original articles that will sit on the official site to filter users back to MSN
Content highlights:
Exclusive Content and Interview with Jason Mraz:
In an exclusive interview for MSN, social activist, surfer, photographer and double-Grammy winning singer-songwriter Jason Mraz shares his most incredible places to sing…
To help amplify the brand campaign we were given exclusive access to interview Jason Mraz on his most incredible places to sing, from venues through to anywhere with amazing acoustics and visuals, or even an incredible atmosphere.
Jason Mraz photographed on location during the London shoot
Check out the full article here (English version): http://www.insearchofincredible.uk.msn.com/a/JasonMraz
Here’s a snapshot of some more content from the experience:
World’s most incredible: street art
Gallery of street art from all over the world, from mind-bending 3D drawings to Banksy’s in London and the US, huge murals in Mexico and blow-up sculptures created through New York subway vents.
World’s most incredible: venues with amazing sound systems
There are some places which people all over the world flock to because they boast the most advanced and mind-blowing sound systems in the world. Our gallery will feature venues such as Duvet in New York, Rex in Paris, the Liquid Room in Tokyo, Plastic People in London and dragon-i in Hong Kong.
The Platforms:
- MSN hosted branded experience with 16 markets promoting the solution via editorial and media drivers
· Branded Destination Experience (BDE) hub on Xbox LIVE driving engagement to the official site featuring full screen HD video teasers for the campaign
- Mobile media campaign
- Downloadable Windows 7 personalised Theme Packs
The Incredible Prize:
Each country will have one winner that will win a new ASUS N Series laptop. Plus these winners then go forward for the chance to win an incredible global prize of the chance to turn their story into a short film with a professional film crew at their disposal. The film will then serve as the final installment of ‘In Search of Incredible’, and complete the online film series.
Partnering with Bing (The Offline Element):
As part of the final installment the winner will attend one of the world’s leading film festivals in January 2012, Sundance in Park City, Utah, where the winning film will be screened at an exclusive event hosted by the Bing team, also with a special appearance by Jason Mraz, performing tracks from his up and coming album. They’ll also be able to bring a friend to enjoy this incredible experience, where they’ll attend screenings and parties throughout the festival.
Campaign Amplification - Windows 7 Themes
The incredible images shot and used for this campaign are from Don McCullin, one of the greatest photographers of our age. He has been searching for incredible images and amazing pictures for more than 60 years, and been winning awards for them for almost as long. A selection of these visuals will be used to create a Windows desktop theme pack for users to download when using Windows 7. These themes contain a series of desktop images, glass colours and sound schemes on users PC’s that can be reached via the Windows gallery site, referrals from social networking sites, from Windows special promotional pages and from sites including MSN and the Microsoft Windows Official Twitter Feed.
You can also explore Don’s contribution to this campaign here. And you can also share your own incredible stories here on the official site.
Markets: US, UK, France, Germany, Russia, Italy, Spain, Poland, Australia, Turkey, Netherlands, Portugal, Sweden, Thailand, Malaysia, Singapore
MSN site links:
US www.insearchofincredible.us.msn.com
UK www.insearchofincredible.uk.msn.com
France www.rechercherlexceptionnel.fr.msn.com
Germany www.suchenachdemUnglaublichen.de.msn.com
Russia www.neveroyatnoe.ru.msn.com
Italy www.insearchofincredible.it.msn.com
Spain www.enbuscadeloincreible.es.msn.com
Poland www.wposzukiwaniuniesamowitego.pl.msn.com
Australia www.insearchofincredible.ninemsn.com.au
Turkey www.inanilmazinpesinde.tr.msn.com
Netherlands www.insearchofincredible.nl.msn.com
Portugal www.embuscadoincrivel.pt.msn.com
Sweden www.insearchofincredible.se.msn.com
Thailand www.insearchofincredible.th.msn.com
Malaysia www.insearchofincredible.malaysia.msn.com
Singapore www.insearchofincredible.sg.msn.com
The official site: http://www.insearchofincredible.com/
So do you think you have what it takes to find the incredible? Learn more about how you can get involved in the world’s biggest search for inspiration on the official site: www.insearchofincredible.com
Happy Hunting!