Crispin Porter + Bogusky Canada (CP+B Canada) has launched a campaign promoting Toshiba Canada’s new portable Tecra R700 notebook computer.
The campaign–a perfect example of the old axiom “show, don’t tell”–is geared towards a key user group for the computer: small business owners.
The agency has partnered with Air Canada to place Tecra computers in each business class seat on select Air Canada flights to Los Angeles from Toronto and Montreal during the month of November.
“We need to actually talk to people about this notebook at a moment when it would matter to them the most–when they’re on a plane,” explained CP + B president and CEO Shelley Brown. “They’re probably flying business and schlepping around their big clunky computer or their delicate computer, and we really need to talk them about how much better this computer is.
“It gives exactly the right people a chance to try the product in exactly the right environment.”
When users power up the computer–which comes equipped with free Internet where available–they are immediately directed to a microsite outlining the Tecra’s key benefits and features.
The product launch is also being supported by a contest to win a Tecra, which has a base price of $999. In what is believed to be a first, flight attendants will promote the contest through in-flight announcements.
The campaign is also being supported by targeted ads on the business networking site LinkedIn, as well as AirCanada.com and print ads in The Globe and Mail.
“It’s really based on insights into who the target audience is, what their life is really like and how you need to speak to them,” said Brown of the campaign. “Sometimes it’s not so much to speak as it is to demonstrate.”
