Splendid, working with OMD and in cooperation with Microsoft Advertising, have designed and built Project Monument, an interactive, branded experience for Intel that invites consumers across 10 countries to curate and share personal icons that have shaped who they are today.

The centrepiece of the campaign is a dedicated HTML5 portal hosted on MSN offering a large database of popular cultural icons covering everything from fashion and film to toys and cars. Each visitor can curate their own timeline that includes objects that have been significant to them throughout their lives and then save this Monument to their Facebook timeline. The campaign is integrated with Facebook and enjoys access to Microsoft's multi-platform portfolio (including MSN, Bing, Windows Live Messenger, mobile and Skype).

Matthew Bolton, Intel EMEA's Media and Advertising lead commented:
"Intel has a long-standing reputation as an innovator and UltrabookT devices are the latest embodiment of our innovative drive. Project Monument captures and expresses the spirit of UltrabookT - connecting people to fulfil their aspirations in a totally dynamic way.

Project Monument is about iconic objects and Ultrabook fits into this theme perfectly. This engaging social media experience gives our audiences a great opportunity to share their memories of some of these great objects that made their lives richer."

The Brief

Splendid were asked by Microsoft Advertising and OMD to create an online experience to promote the Ultrabook as the ultimate icon of modern technology.

"The Ultrabook is a beautifully designed device with amazing capabilities - we wanted to create a digital solution for Intel that conveyed how the Ultrabook is a cultural icon of the future, something that people will want to surround themselves with", said Ben Richards, EMEA Design Lead and Brand Strategist at Microsoft Advertising.

The experience was to cover online, mobile and Facebook as one integrated user experience.

Solution

We worked with OMD and Microsoft Advertising to develop a concept that worked for different age groups and on multiple devices to promote the Ultrabook.

Project Monument includes the following deliverables;

MSN portal: an HTML5 experience that allows people to log in with Facebook connect, browse iconic items and create a monument to share on their Facebook timeline. We also incorporated vKontakte, the leading Russian Social network, for the Russian market.

Intel is the first to use Facebook custom edge buttons 'I remember' - created specifically for this campaign to allow seamless integration of social media and better enable participants to share their memories, bring them to life and share them with friends. To further deepen engagement with nostalgic visitors, a series of localised editorials reminiscing on popular culture over the years will be published on MSN throughout the course of the campaign.

What's exciting Kristie Naha-Biswas, Executive Director at OMD, is "that the custom edge buttons mean participation is built in, so our mix of technology, content and context delivers a deeper engagement with our audience - and it's this engagement that ultimately delivers business results."

Mobile: A mobile specific HTML5 site was developed that works when you flip the phone into horizontal view, this allows users to explore objects and "like" on Facebook.

Facebook App: a custom Facebook app that features the objects to share and save to your timeline.

vKontakte App: To take advantage of the large Russian market we have developed an app to sit on this popular Russian social network. It features the same functionality as the Facebook app.

Project Monument kicked off with homepage takeovers across MSN sites, and links to the portal will appear on Windows Live Messenger and Skype. The campaign was also amplified with viral seeding, in-game advertising, search and local market support.

Project Monument launched on 25th May in France, Germany, Italy, the Netherlands, Poland, Russia, Spain, Turkey and the UK, with Egypt launching two weeks later. The experience has been developed in 14 languages including Russian and Arabic.

The campaign is no longer live.

It's exciting to work with such as a great brand as Intel on an international multi-device and project, it really shows what can be done with great ideas and a great team.

Paul Bishop Managing Director, How Splendid

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