Major UK advertising agency

 

Toshiba Business Systems - Laptops launch
A step-change in UK computer advertising

Situation

• Although lacking a computer sales record Toshiba decided to announce its business products presence in the UK by introducing a range of innovative laptops.

Response

• The consultant proposed exploiting the power of advertising to provide a distinctive presence in a cluttered market.
• A wry, ‘no-nonsense’ style of advertising in Sunday supplements and on 48-sheet London Underground cross-track poster sites was created.

Results

• Strong creative advertising proved highly successful and Toshiba's central positioning within the laptop market was affirmed.

Value Added

The nature of UK business computer advertising was transformed – shifting from 'techie factoids' to hard-hitting consumer.
While Toshiba's new style of business product advertising was maintained for over a decade across several business product areas.