June 19, 2012

Toku

Description: An iPhone case
Main Pitch: "Protects your valuable and private information making it [your iPhone] virtually indestructible"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay separate P&H), Shatter Shield (free)
Starring: Tim Goewey
Marketer: Media Enterprises
Producer: Zoom TV Productions
Website: www.BuyToku.com
Prediction: Unlikely to succeed

While I applaud the creativity that went into the magic demo for this spot (dropping a phone from a helicopter is a cool idea), I think this campaign will struggle for two reasons. One, they have narrowed the market to iPhones only. That's a segment of a segment -- albeit a large segment of a segment. Two, the marketplace is so crowded with iPhone cases of every kind, it will be hard to convince people that this is the one case they need.

There is also a demographics issue here -- iPhones are favored by the young, DR appeals to the old(er) -- but that is becoming less of an issue these days.

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