Sometimes a marketing piece goes beyond being a marketing piece. That's what Intel & Toshiba's joint project, "The Beauty Inside" did recently - as the film expanded beyond the reach of consumers and began a conversation about how human's self-indentify and what unites us all.
The film was conceptualized by agency Pereira & O'Dell.
From the website:
A man wakes up as a different person every morning - and one day, he falls in love. It's an intriguing premise, but not quite right for Hollywood where movies need one or two unchanging stars. What it is perfect for, however, is social media where involving as many people as possible is the whole point. The Beauty Inside is a six-episode social film starring Topher Grace, Mary Elizabeth Winstead and dozens of ordinary fans who auditioned via webcam to help portray the main character, Alex.
Who was the client? Intel or Toshiba?
Both. Intel wanted to refresh "Intel Inside," Toshiba wanted to feature the Ultrabook.
Did it work?
Yes. 70million views. 26million interactions. 97% approval on Youtube. 66% lift in brand perception for Intel, 40% for Toshiba. 300% sales increase.
Who wrote the concept, plot, script?
The agency. Then we sat down with the director to polish dialogues and scenes.
How did consumers participate?
We shot a 45min film and left gaps for consumer content. On Facebook they submitted their versions of Alex's video diaries. We picked 100 Alexes total.
This love story as told by two technology companies was the most shared branded video during the same time span as the Olympics and the release of the iPhone 5. It inspired hundreds of thousands of fans to give and request love advice and discuss their own sense of identity, while celebrating the ideal that - with humans and computers alike - it's what's inside that matters most.
View the film: