A new line of ultra-high definition TVs, featuring crystal clear picture quality and smart features that will enhance your viewing experience like never before

Output

Campaign Video
Key Visuals and Advertisements
Responsive Website
Emails
Communication Strategy

Brief

Toshiba smart TVs are rapidly expanding their appeal and closing in on competitors like LG and Samsung. We were asked to showcase the fantastic sound and picture quality of their new range of smart TVs in a campaign that would include film, web and social.

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Concept

The initial concept was to use cymatics to dramatize how sound and picture can come together to create a powerful audio-visual experience. Cymatics is the study of visible sound vibration and demonstrates how different frequencies of sound can create unique patterns as the sound waves move through materials like sand or water. 

Film Concept

We decided to use CG to create a living room in which a Toshiba TV that's mounted on the wall comes to life, and as a music track starts to play, cymatic ripples spread out from the TV across the entire room. The campaign expression is ‘Bring your world to life.’ A key visual was also created in tandem with the CG film. 

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One

Communicating how Toshiba’s new TV’s features enable you to have an incredible viewing experience at a value price point.
To focus on:

• Quantum Dot
• Dolby
• TikTok integration
• Amazon Alexa 

Two

Maximise customer intent to purchase at retail, connecting branded comms with the in-retail point of sales proposition 

Three

Maintain the level of relevance and brand equity developed in recent years, amongst key audiences

Campaign goals

Audience

Get me connected
Skew male and younger. Though restricted by financial limits, they are an early adopter eager to try new products.
I want a TV, not a computer 
An older segment who are settled, home-oriented, uninterested in trends, gadgetry and additional spec.
Family values smart TV
Young households on a budget for TV & streaming. Who wants a trusted brand, happy with mid-range.

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Range launch (Awareness)

  • Hero Content, launching Cymatics execution

  • Maximise Reach of key audiences

  • Engagement of product content on site. 

Features/Tactical (Sustain)

  • Rotate Execution, showcase features

  • Feed momentum of traffic to the site & retail

  • Data capture for re-marketing & CRM 

Email Strategy

Sales Drive (Conversion)

  • Call to action, for active purchase intent in key sales season

  • Conversion optimisation, traffic to retail 

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