The Toshiba Space-Chair Project involved sending a chair into space using a single helium balloon, attaching 4 Toshiba cameras and filming a record-breaking advert with images never seen before in HD quality.RelevanceLike the old adage about humour, innovative is something you just are, not something you claim to be. Consequently, for Toshiba to be recognised as a company leading innovation, it needs to demonstrate innovation in everything it does.Outdoor, social media seeding and the film drove awareness and traffic to the Hub. Once there the project was brought to life with a behind-the-scenes documentary amongst other interactive, information-giving mechanisms.

Footage from the launch was used to create product commercials. The Regza TV transforms picture quality from the ordinary to the extraordinary. 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.

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 PCs, Laptops and DVD players.(*apologies – we can’t disclose the actual figure…)