Integrated Marketing Campaign
– Mr. Tadahiro Higase
Toshiba had always relied on its distributors to handle its range of personal storage solutions’ marketing in Asia Pacific. Consequentially there was no consistent brand communications and brand awareness was weak. Hence Toshiba decided to launch a B2C brand awareness campaign.
We did a visual revamp of all marketing collateral to ensure consistency across all regions including the development of a product microsite. We also produced a cinema commercial and managed the media buy for the screening of the commercial in cinemas around Singapore, Malaysia, Indonesia and India. To further raise brand awareness, a blogger engagement campaign involving both Singaporean and Malaysian bloggers was executed together with a mini website contest.
Commercial aired in more than 170 cinema halls in Singapore, Malaysia, Indonesia, and India. More than 100k blog readers in 14 days