Challenge:
In spring 2008, Toshiba launched the smallest and lightest high definition camcorders in the world, Gigashot A100 and K80. Toshiba had so far been well-known in Germany as a producer of notebooks and TVs, but had no reputation as a manufacturer of camcorders.

Solution:
Harvard GmbH was asked to create a big launch event for the journalists of DACH region Germany, Austria, Switzerland. As an event venue the agency selected a very popular and stylish nightclub in Munich with a gorgeous roof terrace. After a presentation, journalists had the opportunity to test the products by shooting several show acts, including dancers, ice carvers and a professional artist on the roof terrace. The idea behind the show acts was to symbolize the high contrast of the camcorders.

The event was well attended by camera press, IT press and Germany’s top men’s magazines.

Results:
After the event many journalists asked for test samples. These new products recieved extensive coverage.