Toshiba’s flagship laptop, the Qosmio G30 is a technological tour de force delivering HD DVD playback, an HD screen and Dolby Surround Sound. It was due to launch in 10 European markets retailing for £2,199 and we needed to find a better way to communicate how much the G30 had to offer. We knew the usual PC launch simply wouldn’t do the G30 justice. Additionally, Toshiba’s Home of HD website had loads of HD content from the music and film industry so we had a great opportunity to showcase just how different this machine really was.

99% of people simply never click. Instead of asking people to visit a website, why not take the site out to the people. With loads of great content we used large ads to get noticed and showcase the kind of experience you’d get with the G30. The ads would do their job even if people didn’t click!

We teamed up with Yahoo to deliver a cutting edge behavioural campaign that delivered creative based on people’s country and passions (music, films, video games or sport). So, if you were a German football fan you’d see German sport ads; a UK film fan would see UK film creative - regardless of which Yahoo site they were on. We gave people relevant advertising based on things they were passionate about and we didn’t ask people to click away from what they were doing.

1 in 5 people interacted with the ads (without clicking through to the site) and over 2% of people clicked through to the Home of HD site to see even more content. Sales were up 23% (Q1 2007 vs. Q4 2006)