TORRAS is a consumer electronics accessories brand. Phone cases, wearable cooling devices, screen protectors, car mounts, chargers — the product range is wide. 3,200+ patents, 60+ international design awards, sold in 150+ countries. In the phone case category, TORRAS is already one of the largest global players.
But scale doesn’t equal brand clarity.
Within the phone case lineup, TORRAS runs two series simultaneously: the UPRO kickstand family and the MegaMag magnetic family. Both are phone cases. Both target the same consumers. Both sit within the Apple ecosystem. The difference is functional — UPRO has a rotating kickstand, MegaMag uses strong magnetic snap. But for a first-time consumer, that distinction isn’t obvious.
This is the first problem content needs to solve: how to make two product lines each stand on their own in consumers’ minds, instead of competing with each other.
The second problem runs deeper. Phone cases are a category that’s hard to take seriously. Most people’s decision path: open an e-commerce platform, sort by price, pick one that looks fine, done. In that mindset, the challenge for a product TVC isn’t “how to make it look good” — it’s “why would a consumer spend 30 seconds watching a phone case ad?”
TORRAS didn’t need a product commercial. It needed a set of content that makes consumers feel: this phone case is relevant to my life.
“Pivot Point” and “Security”: Two Emotional Directions for the Same Category
The product differences between UPRO and MegaMag are clear on a spec sheet: one has a 360° rotating kickstand, the other uses a Halbach array for strong magnetic hold. But specs aren’t how consumers remember a product. Consumers remember feelings — how this thing changes their daily life.
So the three TVCs weren’t about “explaining features.” They were about “finding a distinct relationship between each product line and consumers’ lives.”
UPRO’s keyword: “pivot point.”
The “Do It a PRO Way” TVC starts from everyday moments when a phone needs to stand up: adjusting a selfie angle, a sudden video call, following a yoga class on screen, watching a tutorial while doing crafts. What these scenes share isn’t “needing a kickstand” — it’s that in each one, someone is doing something that matters, and the phone needs to cooperate rather than get in the way.
“Pivot point” carries a double meaning: physically, UPRO provides a stable support point for the phone; emotionally, it’s a state of “I can do this more comfortably.”
Each scene follows a “struggling without a pivot point → composed with one” structure. The emotional contrast is the foundation of completion rates.
UPRO 2.0 “Stand for More” pushed the expression one step further — not just supporting a phone, but supporting more ways to use it.
MegaMag took a completely different path.
Also a phone case, but MegaMag’s TVC “Once Snap, Never Slide” doesn’t open with lifestyle scenes. Instead, it starts with a motion graphics sequence showing the internal arrangement of 14 magnetic cores. This was deliberate — establish credibility through hardware detail before entering the narrative. Earn the right to show off.
Once in the scenes, MegaMag’s message isn’t “explore” but “solid”: a phone staying perfectly still in a bumpy car mount, snapping onto a power bank instantly, accessories working seamlessly on the go. The core feeling is security — you don’t have to worry about it falling, loosening, or being incompatible. “iPhone + MegaMag + X” becomes a formula applicable to any scenario.
Showing the internal structure of 14 N52 magnetic cores before any lifestyle scene — a pacing choice: establish product credibility first, then show the life it enables.
The differentiation between these two lines isn’t in visual style. It’s in emotional direction. UPRO makes you feel “I can do better.” MegaMag makes you feel “I don’t have to worry.” One is the drive to explore forward, the other is the confidence to stay grounded. Same brand, same category, differentiated through emotional direction.
This strategic judgment was validated in distribution. The UPRO series TVC, deployed as YouTube ad inventory, achieved an 84.7% 6-second completion rate and 49.3% full-video completion rate. For a phone case ad, that number means most people didn’t hit skip after 5 seconds — they chose to watch a phone case commercial to the end.
Turning Product Line Complexity into a Game
The three TVCs solved “how to make people willing to watch.” But TORRAS’s product line had another problem: it’s too complex.
Three shell types: fully transparent, semi-transparent, solid color. Five frame options: visible airbag, lightweight airbag, TPE drop-proof, solid, transparent. Five kickstand types: O-ring, 360° rotating, spring-loaded, bar, lens mount. Multiply by over a dozen colors. The number of possible combinations runs into the hundreds.
For a phone case brand, a rich product line is a competitive advantage. For consumers, opening a page and seeing that many models most likely means closing the page.
TORRAS launched an interactive game on their Japan and US sites that flipped this problem around.
The flow is simple: users select shell, frame, kickstand, and color step by step. With each selection, the phone case preview updates in real time. After completing the build, users receive a “phone case profile” — including a mockup of their configuration, the closest matching real product, drop protection height, use scenarios, and three personality keywords generated from their choices.
Several layers are built into this design.
The first layer is product education. Each option has a small question mark icon that opens a tech explainer — for example, the three-layer TPU material structure of the visible airbag, or the anti-slip dot texture pattern. Consumers aren’t “studying product specifications.” They’re “doing research for their own choice.” Entirely different motivation.
The second layer is product recommendation. After completion, the system matches the kickstand and frame combination to the closest real product (Ostand R, Ostand Spin, Pstand, etc.) and provides a direct purchase link. The game doesn’t end at a fun results page — it ends at a natural shopping path.
The third layer is data collection. Every user’s selection record is captured — most popular shell type, most chosen colors, kickstand preference distribution. This data feeds back into product and marketing decisions.
Every step in the game does two things simultaneously: make the user feel engaged, and help them understand product differences.
An interactive game won’t directly drive massive sales. But it changes the relationship between consumers and the product line: from “can’t understand it, too lazy to choose” to “I’ve built one, I know the difference.”
Phone cases are probably the most easily overlooked category in consumer electronics. Don’t replace until it breaks. Don’t care when you do.
But 84.7% of people on YouTube didn’t skip a phone case ad. Someone spent a long time carefully picking frame colors in a game, then screenshotted the result and sent it to a friend, saying, “This is my personality.”
The prerequisite for a product being taken seriously is someone taking the time to tell its story properly.
