StartJG was invited to pitch for the campaign by Intel based on its past work with the brand. "But we had to pitch for it, it wasn't a direct appointment," managing director of StartJG Hong Kong, Jonathan Cummings told Campaign Asia-Pacific.
The brief was to engage a disparate community of developers spread across the region and numerous sectors. "Intel wanted to showcase its commitment to the sector via groundbreaking projects happening around the world, advising and informing the audience of the capabilities of Intel products, and the support services Intel can provide developers—even ones working solo or in small firms," explained Cummings.
“As the market leader, Intel’s scale and reach is beyond question. But sometimes this in itself can present a challenge when targeting niche audiences," said Eric Wong, marketing manager, APAC Online Sales Group at Intel Corporation in a statement. "With StartJG we developed a credible and compelling way to get cut through to an important but hard-to-reach audience and building relationships of real value on both sides.”
To achieve this, StartJG came up with The Intel Eureka Design Challenges
, a multi-level competition, running till 31 July, where developers compete to win a VIP trip to the Intel Developer Forum in San Francisco.
The campaign platform, developed in partnership by StartJG and Intel, was designed to resonate with this highly specialised audience, from the challenges devised to the microsite the competition is hosted on.
To build credibility, the technology involved had to work simply and cleanly, said Cummings. The site makes full use of HTML5 and CSS3 for fast, rich experience. Game mechanics and tone of voice were also key considerations.
"But it's the level of content that is included in the campaign that really matters, the challenges have to be relatively complex," he added.
The first challenge on the site is based on the Virtual Footwear Wall, an award-winning retail project developed by adidas, StartJG and Intel in 2010. Participants are asked to recreate the wall by selecting five components that were chosen during the development process in 2010.
After this first level, entrants are asked to explore the site for inspiration and to finally submit a 'Eureka' idea that utilises intelligent innovative systems.
"As the world becomes increasingly connected, the role of intelligent systems in all of our lives increases," commented Cummings. "The community of embedded developers play a vital role in moving the world forward, and Intel is able to provide them not only with the products to enhance their projects, but with unrivalled support services too."
Cummings added that the campaign is only the beginning of a "calender of events" in which the microsite will function as a platform to connect with the developer community.