Toshiba Promo, Case study ACTUAL SIZE by Clemenger BBDO Sydney

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Industry Laptops, Netbooks, Tablets
Media Promo & PR, Case study
Market Australia
Agency Clemenger BBDO Sydney
Executive Creative Director Paul Nagy
Creative Director Luke Chess
Art Director Andrew Chu
Copywriter Ryan Albuino
Released December 2011

Credits & Description

Category: Best Use of Print
Advertiser: TOSHIBA
Product/Service: ULTRABOOK
Executive Creative Director: Paul Nagy (Clemenger BBDO Sydney)
Creative Director: Luke Chess (Clemenger BBDO Sydney)
Copywriter: Ryan Albuino (Clemenger BBDO Sydney)
Art Director: Andrew Chu (Clemenger BBDO Sydney)
Retoucher/Photographer: Giles Davies (Clemenger BBDO Sydney)
Agency Producer: Lillian Davidson (Clemenger BBDO Sydney)
Planner: Ryan O'connell (Clemenger BBDO Sydney)
Group Account Director: Madeleine Marsh (Clemenger BBDO Sydney)
Account Director: Kirstin Ross-Macleod (Clemenger BBDO Sydney)
Account Manager: Maddy Lehmann (Clemenger BBDO Sydney)
National Marketing Communications Manager: Mariana Thomas (Toshiba)
Media placement: Print - Media, Communications And Technology Magazines - 11th December

Insights, Strategy & the Idea
This one-off tactical execution was part of a broader print and outdoor campaign highlighting the launch of the world’s lightest and thinnest notebook from Toshiba.

The brand position that our target market have embraced is “Leading Innovation”, so it’s important that the advertising communications underpin this at all times.

The insight that led to the execution is: If we’re going to advertise the world’s thinnest notebook, we should buy the world’s thinnest media spaces to showcase it.

Creative Execution
The creative solution was to show the product shot on the spine of various magazines at actual size.

This one-off tactical execution worked with a broader print, outdoor and online campaign to communicate that Toshiba are not only ‘leading innovation’ when it comes to the world of notebooks, they are also innovative in marketing them.

Results and Effectiveness
The Australian campaign work was so successful commercially and from a brand perspective, that it was picked up to run globally, beginning early 2012 in seven countries throughout Asia.