It might surprise many consumers to learn that Toshiba is largely to thank for today's ubiquitous laptop computers, as the company pioneered the category over two decades ago.
Now, the client hopes to get word out with a return to traditional media after a lengthy hiatus from TV advertising.
For the past several years, Toshiba has relied mostly on a retail sales strategy via relationships with stores such as Best Buy and Wal-Mart, along with online marketing. The U.S. division of the Japanese computer giant is altering course, however, rolling out its first TV campaign since 2000. The effort is aimed at bolstering Toshiba's brand image in the eyes of consumers and reminding them of the firm's heritage of innovation in computing.
The company recently said it expects 40 percent growth in U.S. sales in the second quarter, and it rolled out two low-cost netbook models to compete with offerings from Dell and Hewlett-Packard.
"We're seeing a lot of momentum," said Ron Smith, vp, marketing in Toshiba's digital products division. "We decided it was time to get a bigger brand message out."
The nine-week "Set you free" effort aligns Toshiba laptops with the idea of liberating consumers, suggesting that technology from other providers can trap them. In one spot, a man joins a crowd of runners who are carrying laptops; while the others are felled by invisible barriers, the Toshiba-carrying man plows ahead to freedom.
The campaign is meant to recapture the mantle of leadership for Toshiba. The brand maintains a healthy share of the market, but providers like Apple, with its Macbook line, are more often seen as category innovators.
Toshiba ranks as the No. 4 seller of laptops, with a 12.1 percent domestic and worldwide share, according to IDC.
Continue to next page →
