Toshiba to take on Apple and Samsung with £4m Encore tablet push

Toshiba is returning to TV advertising after a four-year hiatus, as it seeks to take on Apple and Samsung with a £4m marketing campaign to promote its Windows 8.1-powered Encore eight-inch tablet.

  • Toshiba's new TV campaign goes live on 1 December

    Toshiba's new TV campaign goes live on 1 December

  • Toshiba's new TV campaign goes live on 1 December

    Toshiba's new TV campaign goes live on 1 December

  • Toshiba's new TV campaign goes live on 1 December

    Toshiba's new TV campaign goes live on 1 December

  • Toshiba's new TV campaign goes live on 1 December

    Toshiba's new TV campaign goes live on 1 December

of

Matt McDowell, Toshiba Europe’s marketing director of lifestyle products and service, told Marketing that the return to TV advertising marked Toshiba’s confidence in the product, describing the Encore as tablet "worth shouting about".

As part of a fully integrated campaign, a 40-second TV ad has been created by McCann Enterprise and goes live on 1 December.

The ad uses the slogan "Look closer. See more." and shows the tablet held in someone’s hand, before the camera zooms in and delves into four animated worlds, each of which represents one the Encore’s features categories.

McDowell said: "The journey starts in the world of entertainment and music and everything depicted in that world is related to the product, some abstractly, some fun, but every drawing in there is related to the product."

The other worlds in the ad represent: productivity, particularly its Microsoft Office software; gaming, with reference to the Encore's Xbox compatibility; and connectivity, which references its optimisation with Skype.

A ten-second teaser goes live tomorrow on YouTube.

The ad will also run across cinemas, with supporting marketing activity including digital, viral and social. From 25 November, a series of six video vignettes, each plugging a different feature of the Encore, will be seeded virally.

McDowell admits that creating standout in the tablet market is a challenge.

He said: "Toshiba doesn’t invest the marketing budgets that Samsung and Apple do. We rely more on the quality of the product. So we had to do something different."

The Encore has been designed "from the ground up" in conjunction with Microsoft. Toshiba is spending £4m across Europe, with the UK taking the biggest proportion of that spend.

The tablet is slightly larger than Apple’s seven-inch iPad Mini, which retails from around £250, the same price as the Encore.

McDowell stressed that the Encore will have sufficient standout in an increasingly busy tablet sector:

He said: "It has a breadth of productivity and features unlike anything in else in the market.

"From a full version of Microsoft Office Home and Student, free Xbox Music, Skype optimisation, incredible screen and speakers. Everything has been designed specifically for a handheld device rather a larger tablet. There are other devices that are cheaper, but not with all those features."

The encore goes on sale in December, with the campaign designed to drive sales in the build up to Christmas. Toshiba's target market is consumers and prosumers who are in the market for a secondary device that they can use alongside their Windows 8.1 computer and Xbox gaming console.

Toshiba last advertised on TV in 2009, with a £3m campaign featuring the "Space Chair" – an actual chair that descended from the outer limits of the Earth’s atmosphere.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers