The Toshiba Tablet Race

THE TOP SPY IS REVEALED... IT'S YOU

This was probably one of the most exciting and interesting campaigns we ever worked on. It was the first time we were able to take such a variety of disciplines, and incorporate them into one campaign. It touched on print, web, video, social media, radio and even app development. All of which were brought together in a seamless UX for first time buyers. So what was the big idea? Have you ever wanted to be a spy for a day? Well the Toshiba Tablet Race gave you that opportunity. During this "Reality" style adventure, contestants eliminated each other by using their Toshiba gear to solve riddles, photograph dangerous assassins, scan QR codes and message undercover operatives.

"The campaign we ran with Lunchbox was more successful than we ever thought possible."

Richard Bosman - Marketing Manager

STARTING AN INTEGRATED CAMPAIGN

We had to start somewhere, and the most effective way to determine that, is to look at the target audience. In this case Toshiba wanted to talk to first time buyers... students. This meant that we needed to turn to Social Media to build an audience.

Mystery was the first approach. We launched a series of ads on student radio and Social Media directing people to the website. When they arrived on the site, there was a countdown to a "reveal". We provided links on the page so it could be easily added to their calendar, or they could sign up to be notified. All they knew at this point was that we were looking for 8 people to participate in a Spy Reality Adventure.

THE ACTION BOOTH

So we had their attention. The next step was to get them to enter the competition. We did this by setting up what we called the "Action Booth" at student hot spots. In this booth you had an opportunity to create a 30 second pitch video. The question was a simple one - "Why do you think you should be a Toshiba spy?"

All the videos were collected and edited down before being uploaded to the Tablet Race website. Friends and family could then cast a vote for their favourite contestant using their Social Media account.

Play Video

WE NEED AN AUDIENCE

The success of the campaign was going to be determined by the audience participation. We needed to engage them, and keep them with us as we produced the 4 episodes.

We did this by giving away weekly prizes on the Social Media platforms. Every week, Boris the Butcher released a new spy related challenge for the audience. If you were able to beat out the competition, you would win a Toshiba laptop.

THE RACE IS ON

While running the competitions on Social Media, we started the Toshiba Tablet Race. A four part, reality style, adventure series that took real students on the adventure of their lives. The series was broadcast on YouTube and released on a weekly basis. In the end only one spy remained to collect the case with his new identity, escape plane tickets, cash to start their new lives and a Toshiba Tablet.

The audience followed along as the story unfolded. The show had a "big budget" feel as we partnered with locations and other non-competitive brands to deliver the adventure.