The R.O.I. Group
Return On Imagination.
Toshiba Infinia A Product Launch Story. Product Infinia™ Multimedia Home PC Problem How to introduce a different kind of Personal Computer to home users – one that converges state-of-the-art, Internet-ready computing power with TV, radio, CD, fax, answering machine and speakerphone? Strategic Insight In a time-sensitive world, where over achieving seems to be a way of life, this innovative new home PC allows users to accomplish multiple personal and professional tasks simultaneously – talk to Grandpa over speakerphone while doing homework, for example. Strategy Promote the combined product benefit of “convenience” and “productivity” enabling users to accomplish multiple tasks simultaneously at the touch of a button. Tactics TV, radio, newspaper, end-user computer magazines, online banners, special events. Target Audience Home computer users. Budget $20 million Results • Product inventory sold-out in the first 90 days following launch. • Considered the most successful product launch in the history of Toshiba. About This Ad This national print ad introduced a new type of home computer – one that converged TV, radio, CD, speakerphone, answering machine and state-of-the-art computing power in a single appliance – called Infinia™. This innovative new home PC allowed users to accomplish multiple tasks simultaneously – trade stocks online while you listen to the radio or update your sales database while watching the big game on TV. In a time-sensitive world, this machine made multi-tasking a cinch. To view more campaign samples, click “Gallery” at bottom, left. |
