Context
In a highly competitive computer hardware industry, Intel faces increasing pressure from competitors like AMD and NVIDIA, prompting the global leader to consolidate market share and reinforce its value proposition among tech-savvy consumers.
As a Worldwide Official Partner of the 2024 Olympic Games in France, Intel had a unique opportunity to raise its profile and amplify awareness of its latest Core processor in the French market. The challenge: engage the right audiences at scale with a privacy-safe approach aligned with evolving regulations.
To cut through the noise and capture the attention of highly sought-after consumers, Intel turned to trusted partner Ogury—on the advice of its agency Carat (part of Dentsu International)—using its Personified Advertising technology.
Technology
Carat leveraged Ogury’s Audience Partnership Program, integrating Ogury’s exclusive personas into Merkury—Dentsu’s global data and insights platform—to refine Intel’s targeting and enable scalable audience segmentation.
Thanks to this audience-matching partnership, Merkury’s panel data was translated into precise, actionable Ogury personas that don’t rely on advertising IDs. This allowed Intel to move beyond narrow ID-based targeting. As a result, the brand significantly expanded its reach across the open web and engaged highly relevant personas that represented much larger audience segments—all without collecting personal data.
By tapping into Ogury and Merkury’s rich data insights, Intel achieved:
Campaign
Running from July 19th to August 12th, 2024, the campaign targeted three personas:
Ogury qualified personas by directly asking sites and apps visitors questions like “Do you consider yourself an early adopter of new technology?”. This exclusive, user-provided zero-party data was enriched with billions of data points (contextual and semantic, bid requests, campaign delivery, open source) and refined by AI.
To balance precision and scale, Ogury and Merkury defined a ‘Core’ audience matching all three personas—amounting to 0.9 million consumers. They then expanded to a "Potentials" target of 7 million people. This strategy helped Intel reach untapped yet qualified segments of the open web.
Intel’s messaging was delivered across various ad formats—Header, Footer, and Thumbnail—driving both engagement and brand lift.
Results
The campaign delivered outstanding results, outperforming industry benchmarks across key performance metrics. Not only did this partnership achieve an impressive 2x higher on-target reach than other players in the plan and engage more than 800,000 people overall, but a Brand Lift Study conducted by third-party measurer Happydemics revealed it also drove a 26% higher purchase intent for Intel among the targeted audience and delivered:
These results exceeded Happydemics’ benchmarks, further reinforcing the campaign’s effectiveness in driving awareness and brand affinity.
Ad engagement was equally strong, with a 95% Viewability Rate, 75% VTR, and 78% Fully On-Screen Rate for 50% Duration—all meeting or exceeding industry standards (90%, 75%, and 75% respectively, Ogury Benchmark | Q4 2024).
"What I particularly value in my partners is their ability to develop test-and-learn strategies across all media channels.
This summer, for example, during the Olympic Games, we explored a new approach to enrich and activate our audiences through digital channels.
The results were highly promising—both in terms of media campaign KPIs and brand image metrics."
Cécile Bascary
Marketing Director, Intel