Toshiba - delivering speed and capacity
Toshiba is the only storage vendor that designs and develops both Hard Disk Drive (HDD) and NAND flash memory, the core components of Solid State Hybrid Drives (SSHD) technology. When Toshiba wanted to launch its latest SSHD incorporating leading edge Single-Level Cell (SLC) NAND flash memory, it needed an outstanding campaign that would really highlight the benefits of its advanced performance and large storage capacity - an offer unrivalled by its competitors. The campaign needed to deliver full page print and online advertisements that would reach out to Toshiba's target audience of laptop and notebook OEMs as well as technically aware consumers who wanted to upgrade their existing equipment and recognised the competitive edge in Toshiba's products.
The Technical Advertising team put their heads together and created a media strategy that would saturate the leading IT publications and online channels. The in-house creative team then took on the challenge of creating an iconic image and advertising copy that would really make an impact and would work on an international scale as the advertisement would be translated into German, French and Russian.
The Chelephant was born - a powerful image depicting best performance and large capacity, perfectly mirroring the performance, reliability and innovation of Toshiba's hybrid drives.
Toshiba Electronics Europe (TEE) is the European electronic components business of Toshiba Corporation, which is ranked among the world’s largest semiconductor vendors. TEE offers one of the industry's broadest IC and discrete product lines including high-end memory, microcontrollers, ASICs and ASSPs for automotive, multimedia, industrial, telecoms and networking applications. The company also has a wide range of power semiconductor solutions as well as storage products including HDDs, SSDs, SD Cards and USB sticks.
Technical Advertising has been working with TEE since 1999 as their retained pan-european agency responsible for providing all strategic media planning and buying, in addition to the production of creative collateral for all print and digital media. Technical Advertising is proud to have produced award winning creative work for TEE.