Creative Direction / Art direction
The Brief //
Our mission was to launch Toshiba’s two innovative feature sets: Toshiba EasyGuard and Toshiba EasyMedia, focusing on both business and consumer needs respectively. As well as warming customers to the products, we also needed to target Toshiba retailers throughout the channel – educating and enthusing them about the activity and ensure the campaign worked in 14 languages across EMEA.
The Solution //
Our planning revealed that although Toshiba were well respected and generally perceived as innovators, this was not always clearly communicated in their marketing. In addition to launching Toshiba EasyGuard and Toshiba EasyMedia, we recognised an opportunity to reinvigorate the Toshiba brand and re-establish it as the pioneer in notebook technology across EMEA. We wanted to avoid any 'the cold machine' clichés linked to notebook advertising, and not just concentrate on visual attractiveness. Our route had to project warmth and emotion by illustrating how Toshiba innovations enhance every aspect of your digital life – whether you’re a CIO who cares about data security, or a twenty-something with a passion for HD. The initial brief was to treat Toshiba EasyMedia and Toshiba EasyGuard as two separate campaigns, but we made the bold decision to unify them, creating a unique, simple and concrete strategy. Immediate and energetic, the concept ‘Bringing innovation to life’ was the best way to convey the brand’s new personality and liveliness. The unique graphic was a notebook bursting open, creating a 3D pop-up world revealing what makes Toshiba notebooks so great – whether at work or play.
+ We supplied EMEA with a variety of marcoms materials including a range of brochures, eDMs, POS, large-scale press ads, banners and a campaign website. A library of marketing tools, tactical tools, graphical elements and illustrations also allowed the participating countries to tailor communications.
+ A unique world showcased how Toshiba innovations maximise the user’s experience
+ Both client and the press have been buzzing about the campaign since its launch.
+ We delighted our clients at Toshiba Europe in Germany, as well as all countries in the EMEA region.
+ Key partners such as Microsoft & Intel have described it as a best-practice example of brand differentiation.
+ The campaign won CNET technology campaign of the year.
+ Immersive International Website translated into 14 languages
The online environment provided the best platform to fully explore our ‘Bringing innovation to life’ concept. The opening sequence we created a 3D model of a notebook bursting with energy and activity. With highly visual film footage, animation and engaging audio, a unique world showcased how Toshiba innovations maximise the user’s experience and enjoyment.
+ Social content
Potential customers could discover the individual benefits of Toshiba EasyGuard and Toshiba EasyMedia,
with feature descriptions, short films and information, including further links to product specifics. A library of marketing tools, tactical tools, graphical elements, films and content designed specifically to discuss a wide variety of topics also allowed the participating countries to have content wide variety of communications.
+ Online Films
Throughout the site, the user could uncover the individual benefits of Toshiba EasyGuard and Toshiba EasyMedia using short films that worked across language boundaries with an easy visual language.
+ OOH (Out of home) & Digital
+ Digital and OOH
Digital out of home advertising allowed us to truly ‘Bring innovation to life’ and demonstrate product specifics with charm and personality. Using bold and simple animations that commanded attention and and worked across language barriers.
A small selection of the 10 different Ads that were created highlighting the Toshiba ranges benefits in a bold and unique way. There was a real standout in the Tech sector with both the clients and the press buzzing about the campaign. Considered as a bold and radically new approach at the time, it delighted our immediate clients at Toshiba Europe in Germany, as well as all countries in the EMEA region who ran it at a local level. Key partners such as Microsoft and Intel have described it as a best-practice example of brand differentiation. The campaign won CNET Technology campaign of the year.