“2 in 1” Ultrabook from Intel is a premium device that provides the user with an optimal combination of performance and battery life. In addition, it allows you to instantly switch between tablet and laptop.
On the eve of 2015, when even more new, thin, powerful and stylish laptops appeared on the market, the best time came to introduce universal “2 in 1” Ultrabook from Intel, as a “Choice without a choice”.
We decided to draw attention to the “2 in 1” device class of people with an active lifestyle trying to combine work with fun and creativity. These are consumers from major cities in Ukraine who can afford to buy laptops in the price range of more than UAH 10,000.
To distinguish “2 in 1” devices for consumers:
- To ensure coverage of the target audience.
- To engage the audience in communication with the brand and introduce products.
- To stimulate sales of devices for the entire category.
Against the backdrop of decreased purchasing power and barriers to the perception of “selling” and “price” advertising from search engines, media, price aggregators etc., we found an opportunity to distinguish an entire category of devices that are new for users directly on the online store where consumers come to take a decision about their purchase and facilitated the selection process in an entertaining way.
As a result of the sales campaign, we achieved the following indicators: - During the first month of the project, the site sold 441 “2 in 1” devices. - 658 535 – the coverage of users in the project. - 59 035 – the number of users who passed the test and got personalized recommendations concerning devices with the possibility of purchasing them directly from the online store. - Most users would return to the site and participate in the project yet again; the average time on the site was 6:54 and 66% returned to the test to pass it with new behavioral outcomes and personalized recommendations.
KIEV, 01032, UKRAINE