Toshiba: SPACE CHAIR

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: TOSHIBA

Product/Service: HOME ENTERTAINMENT ELECTRONICS

Agency: GREY LONDON

Date of First Appearance: Nov 16 2009 12:00AM

Entrant Company: GREY LONDON, UNITED KINGDOM

Entry URL: http://www.leading-innovation.com

Executive Creative Director: Jon Williams (Grey London)

Creative Director: Andy Amadeo (Grey London)

Copywriter: Andy Amadeo (Grey London)

Copywriter: Nils Leonard (Grey London)

Copywriter: James Covill (Grey London)

Art Director: Andy Amadeo (Grey London)

Art Director: Nils Leonard (Grey London)

Art Director: Andy Garnett (Grey London)

Art Director: Dan Cole (Grey London)

Director: Andy Amadeo (Grey London)

Planner: Nick Southgate (Grey London)

Cinematographer: Haris Zambarloukos

Editor: Russell Icke (The White House)

Web Developer: Charles Reay-Smith (Grey London)

Composer: Pete Rayburn

Sound Designer: (Scramble)

Artist: Simon Faithfull

Media placement: TV Campaign - TV - 16/11/2009

Media placement: Digital - Http://www.toshiba.co.uk/innovation/ - 16/11/2009

Media placement: YouTube - Http://www.youtube.com/watch?v=k6PSbUl_68k&feature=related - 16/11/2009

Media placement: Sky Hompeage Takeover - Sky TV - 17/02/2010

Media placement: Iphone Adverts - Iphone - 17/02/2010

Media placement: Digital Ezine - Http://issue.igizmo.co.uk/1O4b59921560e98606.cde - 23/02/2010



Results and Effectiveness

Over 2 million YouTube views.

A hugely positive effect on awareness, perception and consideration of Toshiba:

Spontaneous brand awareness +55%
Perception of Toshiba as a reliable brand +29%,as a quality brand +56% and as an innovative brand +75%
Overall consideration of Toshiba +26%
(Source: Millward Brown)

…Resulting positive effect on sales:

Toshiba achieved a doube digit* uplift in year-on-year sales in France, Germany and the UK – countries where marketing activity has been concentrated.

This culminated in record sales in Q4 2009 across PCs, Laptops and DVD players.

(*apologies – we can’t disclose the actual figure…)



Creative Execution

The Toshiba Space-Chair Project involved sending a chair into space using a single helium balloon, attaching 4 Toshiba cameras and filming a record-breaking advert with images never seen before in HD quality.

Relevance

Like the old adage about humour, innovative is something you just are, not something you claim to be. Consequently, for Toshiba to be recognised as a company leading innovation, it needs to demonstrate innovation in everything it does.

Outdoor, social media seeding and the film drove awareness and traffic to the Hub. Once there the project was brought to life with a behind-the-scenes documentary amongst other interactive, information-giving mechanisms.

Footage from the launch was used to create product commercials. The Regza TV transforms picture quality from the ordinary to the extraordinary. Sending our living room chair (something we've all watched TV from) to the edge of space, symbolised the power of the technology to transform the ordinary.



Insights, Strategy & the Idea

The aim: increase the cachet, fame and sense of stature of the Toshiba brand.

Achieve this amongst two broad audiences:

- People considering buying a Toshiba product in the near future.
- People around them who might not be considering buying a Toshiba product soon, but whose perception of the brand potential buyers will care for.

These increased perceptions of Toshiba were to be fuelled by a demonstration that Toshiba is ‘leading innovation’.