Title | MADE IN 17 HOURS |
Brand | TOSHIBA |
Product / Service | LAPTOP |
Category | C02. Use of Social in a PR campaign |
Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Paul Nagy | Clemenger BBDO | Executive Creative Director |
Luke Hawkins | Clemenger BBDO | Creative Director |
Ben Smith | Clemenger BBDO | Creative Director |
Daniel Mortensen | Clemenger BBDO | Senior Designer |
Toby Clark | Clemenger BBDO | Planner - Social Specialist |
Denise McKeon | Clemenger BBDO | Head of Integrated Production |
Brendan Forster | Clemenger BBDO | Head of Creative Technology |
Anthony Tiernan | Clemenger BBDO | Senior Sound Engineer |
David Halter | Clemenger BBDO | Digital Planning Director |
Josh Speight | Clemenger BBDO | Digital Producer |
Simon Hayes | Clemenger BBDO | Art Director |
Giles Clayton | Clemenger BBDO | Copywriter |
James Beswick | Clemenger BBDO | Senior Creative |
Katrina Jarratt | Clemenger BBDO | Senior Creative |
Tim McPherson | Clemenger BBDO | Head of Craft |
Kirstin Ross-McLeod | Clemenger BBDO | Senior Account Director |
Jodie Schwartfeger | Clemenger BBDO | Account Manager |
Jill Cummins | Clemenger BBDO | Planner |
Janice Zets | Clemenger BBDO | TV Producer |
Annabel Jewers | Clemenger BBDO | Content Director |
Robin Sung | Clemenger BBDO | Content Director |
Toby Royce | Clemenger BBDO | Senior Editor |
Alex Gutteres | Clemenger BBDO | Offline Editor, Case Study |
Batteries in tech devices rarely last as long as the manufacturers claims. So to prove the impressive 17 hour battery life credentials of the Toshiba Protege Z20T Ultrabook, we issued renowned Japanese artist Tomokazu Matsuyama a unique challenge. Create an entire exhibition en route from Tokyo to Sydney using only one fully charged Portege Z20T. The challenge began the second Matzu unplugged the notebook in Tokyo. He was then racing against the clock, and the Ultrabook's battery life, to complete as many artworks as he could during his 17 hour journey to the opening of his exhibition at the Museum of Contemporary Arts in Sydney.
The campaign consisted of digital display advertising, an event/exhibition and an online film documenting the challenge The film was placed on YouTube and Facebook and the exhibition, which was covered in a live TV news story, held at the Museum of Contemporary Arts in Sydney, Australia.
- Global news coverage. - Live Channel 9 News broadcast from the Made in 17 Hours exhibition. - Earned media reach of over 42 million people. The exhibition was attended by nine of Australia’s most prolific art and creative Australian bloggers and influencers and 14 journalists from Mashable, Sunday Telegraph, CyberShack, Dolly/ CLEO, Popsugar, The Carousel, Man of Many, AskMen, Ninemsn, AU Review, Sydney Social Diary, Hardie Grant publishing, TimeOut and BroadSheet. As a result of the blogger workshop there were 21 pieces of positive social content were generated, reaching a collective audience of 305,099 people. In the media, six in-depth pieces of tier one coverage was achieved, reaching an audience of 42,260,100.
The campaign was designed to build a greater understanding between the brand and their audience and generated a large amount of talkability due to it's innovative and engaging nature.
With so much scepticism around battery life claims from laptop manufacturers, the strategy was simple: Demonstrate the Toshiba Portege Z20T's battery life with a newsworthy challenge. The primary target audiences were tech buyers at businesses/organisations (e.g.: CIO's) and influential consumers. These people, which is what they are, are typically targeted with dry B2B-style communications. They are spoken to like they're robots. We reached them in a more human and creative away, acknowledging their interests extend beyond megabytes and motherboards.