Toshiba: ALL BRAZILIAN SCREENS CHANGED TO SEMP TOSHIBA

Credits & Description:

Type of Entry: Use of Media
Category: Best Use of Screens
Advertiser/Client: SEMP TOSHIBA
Product/Service: TV AND COMPUTER
Entrant Company: TALENT São Paulo, BRAZIL
Advertising Agency: TALENT São Paulo, BRAZIL
Media Agency: TALENT PROPAGANDA Sao Paulo, BRAZIL
General Media Director: Paulo Stephan (Talent)
Media Director: Mauricio Almeida (Talent)
Results and Effectiveness:
RESULTS: Great repercussion of spontaneous media and social networks, increased brand awareness, and increased sales in 11% during the campaign’s period.
Creative Execution:
SOLUTION: We went for programs that could translate the idea of “surprise” within its context.
We chose to use merchandising actions in order to use the endorsement of the presenters and to ensure a greater attention of the spectators.
We developed with the network an unpredictable intervention, live, during the action of the product’s attribute.
Instead of entering products into TV Programs, we inserted TV Programs within the products.
The ultra-slim LED TV did a 90° rotation, showing the message through the media format.
Other actions were developed for products as:
Media PC – all in one computer.
PC Extreme – liquid, dust and fall resistant.
STI Mobile Phone – Mobile with integrated TV.
Insights, Strategy and the Idea:
MISSION: Translate by the media the positioning statement of Semp TOSHIBA’s campaign, “We like to surprise you”, with formats that leverage the brand’s intention.
The challenge was to truly innovate in Open TV – main media for this campaign (traditionally less flexible with pre-established formats).