TourBox

Overview

5W was tasked with increasing brand awareness and sales for TourBox, an editing console for photo, video, and audio editing, in the U.S. market with mass-appeal placements as well as coverage in niche trades. The product is a set consisting of a box with 11 buttons and three knobs that professional creatives can program to streamline their work on design software. These consoles are designed for professional creators such as editors, photographers, illustrators, and designers, helping them work faster and more efficiently by replacing the traditional keyboard in their workflows. The available models include the TourBox Neo, priced at $169, and the TourBox Elite, which costs $268.

Strategy

The lack of product development was a challenge, as the two available versions of the product had not been updated since 2016. This limited innovation created hurdles in promoting the product as cutting-edge. Additionally, there was not yet a designated spokesperson, which made it harder to create a focused narrative for the campaign. TourBox catered to a niche audience rather than general consumers, and many in the target market were either resistant to change or reluctant to take on the task of learning how to use the tool.

Results

5W implemented several strategic solutions, holding brainstorming sessions with their design team and photographer contacts, and gathering with the wider Corporate + Technology team to ideate on consumer insights. By thinking outside the box, they explored creative entry points for the product, such as positioning it as assistive technology, a tool for content creation, and even tapping into broader cultural trends like the immediacy of modern wedding photography.

Persistence was key, as they consistently followed up with reviewers, and sharing how-to videos to support the review process.

They also capitalized on timely moments by reaching out to reporters who had covered competitor products and used sales periods to recommend unique promotions to boost interest in TourBox.