Toshiba Promo, Case study LIVE EXPLOSION by UM

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Romania
Agency UM
Creative Director Adrian Botan
Art Director Ionut Cojocaru
Strategic Planner Raluca Iacob
Released July 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: TOSHIBA
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: UM ROMANIA, ROMANIA
Media Manager: Mirela Ursu (UM Romania)
Creative Director: Adrian Botan (McCann Erickson Romania)
Group Creative Director: Dinu Panescu (McCann Erickson Romania)
Art Director: Ionut Cojocaru (McCann Erickson Romania)
Account Executive: Irina Ionita (McCann Erickson Romania)
Group Account Director: Andreea Sandu (McCann Erickson Romania)
Strategic Planner: Raluca Iacob (McCann Erickson Romania)
Chief Growth Officer: Andrei Toniuc (Momentum Romania)
AV Producer: Bogdan Stanciulescu (McCann Erickson Romania)
Media placement: TV Show - Antena 3 - 20/07/2009
Media placement: Commercial Break - Antena 1, 3 - 23/07/2009
Media placement: OOH - Retail - Mall (E-Mag, Iulius Mall Cluj, Timisoara), Flanco, Media Galaxy, Altex, Ontiu El - 05/08/2009

Results and Effectiveness
The YouTube video attracted 30,000 views and images of the incident were viewed 20,000 times. Bloggers wrote 28 articles about the incident and there were hundreds of comments, attracting a total audience of 4.3m. The online buzz drove conventional media coverage delivering 4.8m readers via print and an additional 341,000 online readers. POS displays reached 1.5m in malls and shops. Toshiba laptop sales rose by 40%.

Creative Execution
We organised a major power failure. Studio lights went off for a few seconds, there was a bang before smoke started coming out of Mircea Badea’s laptop. We destroyed the Toshiba laptop on live TV. The incident sparked major coverage on blogs and via Twitter, clips were uploaded to video sharing sites and soon everyone was talking. Coverage crossed over to traditional media and the incident became a national event. After two days of media frenzy we returned to the show and made our No Matter What guarantee real. We gave Mircea Badea a new laptop, creating fame for Toshiba and credibility for the guarantee. POS displays showing that even the most stupid accidents would be covered – a laptop damaged by nails, or dropped into a fish tank – were placed in crowded shopping places. PR drove further coverage with interviews featuring Toshiba executives in key publications.

Insights, Strategy & the Idea
In 2009 Toshiba developed Romania’s best-ever computer guarantee – No Matter What promised to replace broken laptops no matter how they got damaged. It was so good that consumers didn’t believe it. A previous ATL campaign didn’t convince anyone and by the time we won the assignment the budget had shrunk to just €40,000. Our solution was to create a scandal, a crisis that could only be solved by Toshiba and its guarantee. We selected Romania’s most popular TV personality, Mircea Badea, famous for having a laptop on his desk. And then we surprised him by staging an electrical fault that blew up his laptop on live TV. Two days of media mayhem ensued before we gave him a new laptop, demonstrating the power of No Matter What and generating fame for Toshiba. We reinforced the message with ambient activity in retailers and other public places.