This marketing communications approach directly engages the local marketing teams to ensure budget optimisation, consistency and coherence in the look, feel, tone and messages of all communication mix. The approach allows the company to look at its customers and review their relationship with the world, the notebook sector and towards the brand.
An important component of the 360-degree marketing approach involves the blue robot character- Tosh - through which the brand delivers all communication messages. Tosh becomes the link among all its audiences, and it is capable of evolving to suit the needs of all its consumers and partners. It has been providing a strategic support towards the company's partners and has been raising customer affiliation towards the brand.
The latest activity is the 'Masterpiece' campaign, devised to showcase and establish the company's position as a creator of outstanding laptops. The masterpiece metaphor within the ongoing press and television advertisements incorporates the shape of its laptop into some of the world's most famous paintings and sculptures, as well as other artistic displays such as the creation of Samurai swords and the art of Bonsai and Japanese calligraphy. Part of the campaign rollout includes television, press, online, tactical and Point of Sale (POS) materials across South Africa.
The communications strategy has been employed in early 2009 in the Middle East, and has since allowed Toshiba to increase consumer awareness and engender positive perceptions towards the Toshiba brand, thus launching the programme in South Africa in 2010.
