Intel: Tech Therapy

While PCs continued to fly off the shelves, Intel began turning its attention to those who hadn’t bought a new PC recently in a bid to further boost sales figures. The target audience: Australians, as studies suggested that 2 in 3 Australians owned moderately obsolete PCs.

We created a series of mock therapy sessions based on specific personality archetypes – characters that had “unhealthy relationships” with their PCs. Seeded in several media spaces and on video streaming sites, these clips called for friends of those who exhibited the identified traits to start an intervention on behalf of their friends, an activity that effectively engaged the social sphere.

Witty and funny posts, along with useful anecdotes and timely encouragements were dispensed by the “resident doctor”. These were put up on popular social network channels throughout the campaign, engaging potential buyers on a whole new level.