Campaign Information
Just how far will someone go for a new Ultrabook™? That’s the question being posed in the Ultrabook™ Temptations.
To introduce the Ultrabook™ (a new category of ultra-sleek and ultra-responsive laptop computers inspired by Intel) six social experiments were staged across Australia, Indonesia, and Thailand using Ultrabooks™ as bait.
The psychological studies were all devised to make participants step out of their comfort zone, but more specifically observe the human qualities of Determination, Power, Daring, Excitement, Persistence and Persuasiveness; the same qualities that went into the creation of the Ultrabook™.
The experiments were calibrated to each market, knowing that cultural attitudes would influence how different people respond. Once set up, each apparatus was left alone to see how the public would engage with it. Only those who shrugged off social stigmas and displayed an abundance of the required characteristic were automatically rewarded with a new Ultrabook™.
In the first ten days, the experiments have been viewed over 1.5 million times, been shared thousands of times on Twitter and Facebook and had over 250 articles written about them.
After the instant success of the campaign the Temptations is now winging it's way to China and India with the potential to extend to a global platform in late 2012.
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| Creative Agency: | The Monkeys | | Media Agency: | The Monkeys | | Campaign Type: | Campaign microsites
| | Live date: | Mar 2012 - Apr 2012 | | Contact: | jayg@themonkeys.com.au |
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