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 theit Toshiba gear to solve riddles, photograph dangerous assassins, scan QR codes and message undercover operatives.
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 which could be added to their calendars. At this point all they knew 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.
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.
Now it's your turn...
The Toshiba Tablet Race is one of our most successful campaigns, leveraging the knowledge that we have, we were able to take a good idea and turn it into a well executed strategy. This campaign touched on every form of new media available at the time, creating a seamless user experience. It helped expose the Toshiba brand to millions of first time buyers and established their tablet product in a saturated market.