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You're sitting on an airplane (because that's what road warriors like yourself do every week), when the guy in front of you drops his seat back. No biggie, except for the fact that the LCD screen on your laptop just cracked! Suddenly you realize how screwed you really are and how the rest of your trip is ruined. Trying to calm yourself, you open up the inflight magazine and see a story about how someone else's notebook died under similar circumstances, and you wonder if its time to get a tougher laptop. |
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| Having built a successful niche as the leading ruggedized notebook maker, Panasonic Personal Computer Company needed to expand the appeal of their rugged notebook, while defending its territory from the onslaught of the competition. |
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Emotionally attached laptop users whose very livelihoods are linked to their notebooks, IT decision makers who were ignorant about the true costs of notebook deaths, and members of the press with a legendary antipathy for vendor hype. |
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Starting first with an online campaign, we reached out to the target by asking, "how did your notebook die?" soliciting tales of woe in exchange for a chance to win a notebook that wouldn't die. Having over 1,500 tragically juicy stories to choose from, as well as statistical research on the cost of notebook deaths to big companies, we created an integrated offline and online campaign that appealed to both end users and key IT decision makers.
Through targeted ads, PR, trade shows, direct mail, sales presentation and even a floor wrap at LaGuardia Airport, the Notebook Death campaign grabbed attention left and right. We also commissioned a white paper from noted industry consultants IDC to quantify the costs of notebook deaths to Fortune 1000 companies, and to pique the interest of the press. |
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| Driving people to the Toughbook website and an 1-800# for sales information, this campaign won a Silver Effie for effectiveness, and more importantly, expanded interest in Panasonic Toughbooks across the board. Soon after, sales soared 80% - four times the industry pace, and twice Panasonic's original goal. And with the release of the IDC white paper, notebook deaths became front-page news, gaining the Toughbook close to 90 million PR impressions and making it synonymous with rugged laptops. |
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