Toshiba/Intel: Integrated Campaign

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Goal

In 2011 my colleagues and I were asked to pitch a campaign that would position the latest HD Toshiba laptops with Intel processors as the best choice for upwardly mobile urban 22-35 year-olds. And we had to intertwine the idea that together, Intel and Toshiba made a great combination.

Barrier

Toshiba laptops had an image of competence, but were perceived as computers for the target's parents.

Approach

The hardcore concept played off the target audience's heavy use of computers for social media, entertainment and shopping. Facebook was nearing the height of its popularity and smartphones were not as prevalent as today. With a slightly tongue-in-cheek tone, we encouraged addiction to one's computer.

We ended as a runner-up to Pereira & O'Dell in this competition, but our work won $3 million in new billings for the agency.

We are wired a little differently. We dream in high pixel clarity. Do more before breakfast on our computers than many do in their whole week. And we put technology above everything—and we mean everything—and we’re not going to apologize for it. We are Toshiba, Intel and You. And together we are hardcore.

Phase 1: Persuade and allow people to become hardcore

People think technology is sucking us in. We’ll give them permission to let it happen. To enjoy it and all it has to offer.

Above: Out-of-home and web banners started the campaign.

Below: Short videos expanded the story.

Phase 2: Let them accept and revel in being hardcore.

Compliment them on being hardcore and feed into their passion with social, paid digital, gaming, partnerships and stunts.

Above: Rich-media takeover banners on ESPN touted the HD features of the laptops.

Below: Facebook hub with an app that scans users' activity on social networks and rates the level of addiction compared to friends' levels. The hub would also aggregate a custom feed of the latest gadget news peppered with Toshiba and Intel articles.