Intel: The Magic of Metaphors
Intercept
Medals Won
- 🥉 BRONZE – Best Use of Generative AI
Campaign Overview
The Intel Cloud Optimizer is an AI-powered solution designed to simplify cloud migration and optimize infrastructure investments. However, Intel faced a challenge: the technical complexity of the product alienated its target audience of DevOps and FinOps professionals, resulting in poor engagement in prior campaigns.
The Magic of Metaphors campaign reframed this complexity using simple, relatable analogies. Leveraging Generative AI, the campaign brought these metaphors to life visually, making Intel’s message clear, engaging, and memorable.
Creative Concept
To explain the challenges of using the wrong tools for complex tasks, the campaign used exaggerated metaphors, such as:
- Eating soup with a fork.
- Hammering a nail with a screwdriver.
- Flying a Cargojet for a single passenger.
Generative AI (GenAI) was pivotal in creating these impossible scenarios, producing visually striking, hyper-realistic images that would have been costly and time-consuming with traditional methods.
Execution Strategy
- Segmented Messaging:
- Tailored campaign assets for two distinct audiences:
- DevOps professionals, focusing on cloud performance.
- FinOps leaders, emphasizing cost efficiency.
- Tailored campaign assets for two distinct audiences:
- Multi-Channel Campaign:
- Promoted assets through content syndication, LinkedIn, and programmatic display ads to drive traffic to the landing page.
- Personalized Journeys:
- Users were nurtured through personalized email campaigns based on their role, receiving guides, videos, and reports that aligned with their specific pain points.
- Sales Enablement:
- Automated lead scoring triggered follow-ups from sales teams, ensuring timely and effective engagement with high-quality prospects.
Impact and Results
The campaign delivered exceptional results:
- 137% target account penetration
- 3.6x lead target achieved
- Millions of dollars in pipeline generated.
Why It Worked
The Magic of Metaphors simplified Intel’s messaging while maintaining relevance and engagement. By leveraging Generative AI to create unique visuals, the campaign successfully bridged technical complexity and customer needs, delivering tangible business results and setting a new standard for Intel’s marketing efforts.
Client
Intel
Agency Name
Intercept
Categories
Best use of Generative AI
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