MADE IN 17 HOURS

Short List
TitleMADE IN 17 HOURS
BrandTOSHIBA
Product / ServiceLAPTOP
CategoryC03. Use of Social Platforms
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Idea Creation CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

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

The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 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.

Explain why the method of promotion was most relevant to the product or service

This campaign generated interaction between brand and audience, culminating in an event that promoted a product and involved consumer participation.

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.

Links

Video URL