Cases

How do you use talk about mobility and trust to better position an industry leader?

Let’s talk about trust, not technology. Ever since launching the world’s first industry-standard notebook computer in 1985, Toshiba has been Australia’s #1 mobile computing vendor. But with more established brands and new competitors moving in with heavily discounted products, the company was finding it increasingly difficult to maintain its position. Buyers were focusing more on the price tag and less about innovation and quality, two of Toshiba’s key selling points. Toshiba wanted to inspire consumer thinking about notebooks while reinforcing the value of buying a quality product from an industry leader. One of the greatest attributes of a notebook computer is its mobility. Operating as a miniature desktop, it enables people to take work with them, affording them the freedom to function in and away from their office. However, something was standing in the way of this mobility – their managers. Preliminary research confirmed the belief that most managers did not trust their staff to effectively work outside of the office. On this insight, the Mobility & Mistrust campaign was formed. Comprised of three stages, the Mobility & Mistrust campaign was designed to spark new conversations in the industry and help change the perception of mobile working. • The first stage was an independent research survey. Using academic expert Dr. James Cowley as a third-party endorser, Howorth interviewed 600 Australian and New Zealand managers about attitudes and barriers to flexible working. In September 2004, our findings were presented to the media in a detailed, 40-page report. • The next step was a call to action. By creating of the Toshiba Flexible Special Interest Working Group (SIG), we engaged the industry – online and in a face-to-face forum – to participate in an exchange of experiences and ideas surrounding mobile work solutions. • Based on the insights learned from the survey and the SIG, the team then developed the Flexible Workplace Guide, a print piece that highlighted best practices, suggestions and resources for supporting a mobile workforce. The guide was launched to media and relevant associations in August 2005. How did we do? Media coverage touched more than 30% of the population. The campaign helped position Toshiba as a trusted advisor to more than 60 companies and government departments, securing their position as a quality vendor and reinforcing their leadership in mobile computing. The campaign also won the 2005 Gold Sabre Award and the 2005 Asian Pacific PR Week Award for Best Technology Campaign.