SPACE CHAIR by Grey London for Toshiba

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SPACE CHAIR

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United Kingdom
Agency Grey London
Director Andy Amadeo
Executive Creative Director Jon Williams
Art Director Dan Cole, Nils Leonard, Andy Garnett
Copywriter James Covill
Editor Russell Icke - The Whitehouse
Released November 2009

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’.