VAIO had limited awareness in the notebook category. Clear point of difference as tool spanning business to 'entertainment' use, the challenge was to stand out, giving consumers a reason to buy. We wanted to engage the target, demonstrating Vaio beyond standard 'work' models, in a lively non-traditional way for the category, extending the magazine campaign.

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.

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.

Effectively delivered an 'entertaining' feature segment on a key 'entertainment' show, highlighting VAIO’s 'entertainment' value: Consumers destroyed old laptops on Rove[live] hoping for a chance to win a VAIO. The live promotion daringly gave editorial freedom, designed/hosted by show’s comedy team to engage audience. Plus continued endorsement from high profile host with Vaio placed next to/used by Rove for telecast season. This is an independently produced show where brand-credited product placement and endorsement is rare and difficult to secure.

Our style conscious, extremely mobile audience, have the money and freedom to spend it how they want e.g. making a non-traditional purchase if it promises them more. People think laptop manufacturers have similar model ranges with price/features/ support the standard purchase triggers. VAIO offers more, combining mobile wireless technology with 'entertainment' features such as movie editing. This 100% media-led idea, took what could have been ordinary product placement to 'a money can’t buy opportunity,' that truly engaged and entertained consumers in a different way, showcasing VAIO above competitor brands.