Toshiba UK has launched its new campaign to launch Encore, a 20.32cm (8”) tablet that is fully optimised for Windows 8.1. The £4 million campaign spans TV, cinema, digital, social and PR activity, and will run across Europe in the lead-up to Christmas. The UK campaign kicks off online late November followed by the TV […]
Toshiba UK has launched its new campaign to launch Encore, a 20.32cm (8”) tablet that is fully optimised for Windows 8.1.
The £4 million campaign spans TV, cinema, digital, social and PR activity, and will run across Europe in the lead-up to Christmas.
The UK campaign kicks off online late November followed by the TV commercial hitting a broad spectrum of media outlets from 1st December. It is Toshiba’s first TV advertising campaign in the UK in 4 years and its first above the line investment for tablets.
To drive recognition of its functionality, the creative takes consumers on an immersive and infinite journey through the four worlds that Encore opens up: film/music, productivity, connectivity and gaming.
Within each world, consumers are invited to ‘Look closer. See more’ with innovative animations.
Psyop, the specialist animation house, blended traditional 2D animations with filmic camera techniques combined with full 3D effect animation for a unique visual experience.
Each and every character or detail relates to a feature of the Encore tablet or the functionality within the tablet.
In the music ‘world’, for example, consumers navigate past a gorilla thumping the speakers on his chest and butterflies whose wings are ears. The music featured in the TV commercial is from British musician, Dan Croll, and the song is ‘From Nowhere’.
Aligning with the preferences of Toshiba’s target audience, the above the line campaign will be heavily weighted to TV, cinema, online and digital media in the UK. To bring the ‘Look closer. See more’ message to life for media, lifestyle PR activation will centre around an immersive media experience of the various creative interpretations of the worlds of the creative as well as product reviews with consumer technology media.
To generate extra buzz online for Encore, Toshiba has created a series of six short video vignettes called ‘LA Stories’.
In each video, the Encore tablet plays sidekick to the ultimate Hollywood hero in different scenarios ranging from ‘Disco’ to ‘Drive-in Movie’, with each situation designed to bring out a different feature of the Encore tablet.
This is a separate activity to the ‘Look closer. See more’ campaign and launches on 27th November at the same time as the microsite goes live that will house the ‘Look closer. See more’ TV commercial ahead of its 1st December on-air date in the UK. Video seeding will take place from 27th November.
Matt McDowell, Marketing Director, Lifestyle Products & Service Group, at Toshiba Europe GmbH, comments: “We’re excited to be making our TV advertising comeback with our Encore tablet. Investing in an integrated campaign across Europe with an ambitious creative shows how serious we are about Encore as a unique offering to meet the differing professional and personal needs of users throughout their entire day.”
In the UK, the ‘Look closer. See more’ ad creative was developed by McCann Enterprise and Psyop with the UK media campaign managed by Rocket and on-going PR activity provided by Nelson Bostock Group.
www.toshiba.co.uk/encore
www.toshiba.co.uk
