Toshiba components

Products - Semiconductors

Campaign – Brand Awareness – World Cup sponsorship

The objectives of the campaign were: to associate the positive brand values of the World Cup in a meaningful way with the Toshiba component’s brand and to ensure that the market was aware Toshiba IT products and the semiconductor products in them are providing the IT infrastructure for the tournament thereby enhancing the brand value.

The challenge was that this had to be achieved through an extension of the existing Toshiba brand personality rather than in the creation of a new one. A powerful, succinct and meaningful campaign headline was essential to maximize the value of this marketing opportunity.

The campaign targeted the Electronics sector through print advertising, direct mail, online advertising and exhibition promotion from January to June 2006 throughout Europe. The market was researched prior to the event and during the campaign – where it proved to have successfully achieved its objective.

THE CLIENT
Toshiba Components

THE PRODUCT
Semiconductor Technology from system LSI, Memories, microprocessors, microcontrollers and discrete devices for digital consumer, automotive, mobile communications and industrial applications.

THE TARGET AUDIENCE
Senior management and design engineers in Electronics OEM in Europe.

OBJECTIVES
To maximise the value/cost of the Toshiba World Cup™ sponsorship by increasing the brand awareness of Toshiba Components.

To associate the positive brand values of the World Cup in a meaningful way with the Toshiba component’s brand.

To ensure that the market is made aware Toshiba IT products and the semiconductor products in them are providing the IT infrastructure for the tournament thereby enhancing the brand value.

STRATEGY

To take the positive brand values of the World Cup™
Top of the game
The fittest and the best
And link them to the benefit that working with Toshiba brings to the tournament.

This was achieved through the campaign headline:

We work so the world can play

This headline immediately associates the Toshiba brand with a “world” event – the brand that has been trusted with those at the “top of the game”. The target audience will immediately understand how reliable the semiconductor technology is.

Copy was kept short and no specific information included. Keeping the emphasis on enabling the customer to “play”

Only those at the top of their game can make it to the 2006 Fifa World Cup™ but one leading player is already through to the Finals. Toshiba is an official IT partner for the world’s greatest football event.

Competing at the top of the game in Semiconductor technology …we’ll be working throughout to ensure the tournament achieves all its goals.

We work so the world can play

To build on the Toshiba brand personality it was essential that the creative was consistent with the brand awareness campaign that Toshiba had been running in vertical markets throughout Europe since September 2005.

The brand awareness campaign consisted of 4 targeted ads:

The first to the Automotive sector

The second to the Mobile Communications sector

The third to Digital Consumer

The fourth ad was all encompassing to run in horizontal titles in the news sections rather than in specific features

The World Cup™ creative extended the campaign and took the brand personality to another level.Other media treatments included MPUs and a World Cup planner was included as a loose insert to the full circulation of Electronics Weekly. Exhibition stand graphic used the same creative and goal scoring competitions were held on the stand.

RESULTS