Toshiba have attempted to make battery charging sexy and attractive in their latest campaign “15 Minutes Of Love“, which lets any man experience what it is like to have not one but five attractive girls vying for your attention. A microsite set up for the campaign lets users exchange emails with girls of their dreams in the same time it takes to charge one of Toshiba’s new batteries.
The site plays on the idea of “Moteki” (meaning the period when a man is particularly popular with the opposite sex) and is currently a very popular word in Japan thanks to a film of the same name last year. The word has been banded around a lot recently and can refer to either love life, career or money and with the run up to Valentines Day Toshiba have jumped on the “moteki” bandwagon. Visitors to the site enter their name and age and the countdown begins with the five girls sending personalized mails to you trying to grab your attention. A counter at the top of the screen counts down the 15minutes you have which represents the standard time it takes to charge Toshiba’s electric batteries installed in the Mitsubishi EVs. The more you reply the more the mails encourage you, but if you can’t keep up with all five girls the mood gets increasingly impatient represented in the girls picture as they become more annoyed.
The end result of how many girls you have kept happy or more to the point who has given you the push is displayed at the end and can be tweeted out or posted to Facebook as well. It is a pretty fun campaign from Toshiba that latches onto a particularly popular catchphrase in Japan at the moment, and a novel way to turn something as dry as battery charging into something a bit more colorful.
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Darrell is a native of the U.K. and has been in Japan since 2002. He consults on innovation and strategy at the 
