The existing magazine campaign communicated the 'mobile work to entertainment message.' The stunt provided dynamic demonstration with no budget required: it identified targeted opportunity for product placement in 'hippest' high rating television entertainment/talk show, Rove [live]. It began with 'passive' placement on Rove’s desk and concluded with an active product stunt. It clearly positioned VAIO above competitor brands, in a zany promotion appealing to the audience. Consumers were challenged to throw their old laptop from a crane and hit the target below for a chance to win a VAIO.

Exceeded expectations: no budget! 4,000 entries registered online. 15 vs. planned 12 GRPs P18-39. Airtime 5.5 minutes+/ AU$187,000 (guaranteed 30 seconds AU$17,000)=AU$500,000+ PR value. Achieved sales peak vs. entire magazine campaign (25% sales in this month). Plus product onair and online for 15 week season.