The campaign, called “Legally,” uses real-life examples of how the Toughbook has withstood extreme circumstances, including being shot by a bullet and surviving a Category Five storm.
The integrated campaign, including print, online and outdoor, was developed by Sigma Group, Oradell, N.J. The budget was undisclosed.
“Toughbook has a heritage of ruggedness and durability that a lot of other competitors can’t touch,” said Tony Pucca, creative director at Sigma Group.
“The concept of ‘Legally’ was to bring out the claims and attributes of Toughbook in interesting and fun ways,” he said.
It is aimed at more than a dozen different vertical markets including law enforcement, government, public safety, health care and meal service.
“In the different verticals, we found stories of Toughbook situations where [the notebook] had survived some very extreme incidents,” said Diane DeCastro, senior account director at Sigma Group.
For example, an ad targeting the law enforcement vertical has a headline reading, “Legally, we cannot say it can take a bullet.”
The subhead reads, “But it can.”
It is based on an actual incident in which a Toughbook notebook computer was hit by a bullet but still operated.
“You don’t really want to advertise the fact that your laptop can take gunfire,” DeCastro said. “These made great claims, and it was fun to let the user interact and guess as to what these claims were about.”
Another ad, targeting the public safety industry, reads “Legally, we cannot say it will survive a Category Five.”
That was based on an actual incident of a Toughbook surviving a Category Five storm.
Pprint ads are running in publications including Federal Computer Week, Government Computer News, Health Data Management and in-flight magazines.
The campaign also includes online ads. One new rich media execution, which will begin next month on Governing.com, features the Category Five example, with visual effects such as rolling storm clouds and lightning in the background.
Outdoor ads are appearing in major markets, and the campaign also includes some nontraditional ads, such as placements on meal trays on commercial flights.