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Panasonic Personal Computer Co. on June 9 begins a multimillion-dollar print, outdoor and Web campaign promoting its new road-ready Toughbook notebooks by highlighting how other notebooks die. Panasonic did a Web survey asking PC users to tell about their notebooks' untimely deaths, producing real-life anecdotes -- such as a PC killed by a cup of coffee -- that serve as the basis for the campaign. Renegade Marketing Group, New York, created the integrated effort.
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