Subscribe & Follow

Advertise your job vacancies

Jobs

Sales, Marketing and Financial Advisory Durban
Branch Manager Johannesburg
Account Executive Plumstead
Content Creator Cape Town
Marketing Specialist - Pet George
Marketing Specialist- Motor, Warranty and Business George
Web Specialist Johannesburg
Paid Media Specialist Cape Town
Marketing and Business Development Specialist Johannesburg
Brand and Marketing Manager Cape Town

New integrated campaign from Toshiba

26 May 2010

"The marketing communications programme of Toshiba has been constructed to ensure visibility of the brand and product message across all our target audiences," shares Rick Bosman, marketing manager for Toshiba South Africa. "The 360-degree marketing strategy enables it to develop programmes and materials that underscore messages towards the brand, product and company, which will be used to support each local region's communication requirements."

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.

Tosh - true blue icon

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.

Masterpiece

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.