The campaign was based on an ambition to launch a chair into space and create the highest HD commercial in the world. Shot in the wilderness of the Nevada Black Rock desert, we followed the journey of a simple living room chair as it is lifted upwards to the edge of space, to an altitude of 99,268 feet, by a simple helium balloon. The Regza TV transforms picture quality from the ordinary to the extra-ordinary; and sending our living room chair (something we've all watched TV from) to the edge of space, symbolised the power of the technology to transform the ordinary.

The campaign was based on an ambition to launch a chair into space to demonstrate Toshiba’s brand ethos of Leading Innovation. This product torture test was the second project to be commissioned for the Innovation Hub, an online brand platform to showcase Toshiba’s innovative products, and the projects that put them through their paces.

Outdoor posters featuring the icon of the chair in space were released together with a social media seeding campaign, before the TV launch. A version of the film with only a URL was part of this, and helped drive awareness and traffic to the Hub. There the project was brought to life with a behind the scenes documentary amongst other interactive, information-giving mechanisms.

At this point, product commercials were released around Europe, supported by print and Point of sale. Pre-roll banners, page takeovers and product specific online executions were then launched to drive more traffic online to view the film, and the hub.

Over 2 million YouTube views.A hugely positive effect on awareness, perception and consideration of Toshiba:Spontaneous brand awareness +55%Perception of Toshiba as a reliable brand +29%,as a quality brand +56% and as an innovative brand +75%Overall consideration of Toshiba +26%(Source: Millward Brown)…Resulting positive effect on sales:Toshiba achieved a doube digit* uplift in year-on-year sales in France, Germany and the UK – countries where marketing activity has been concentrated.

This culminated in record sales in Q4 2009 across PC’s, Laptops and DVD players.(*apologies – we can’t disclose the actual figure…)