Toshiba has unveiled a £4 million marketing campaign for its new 8-inch Windows 8.1 Encore tablet in the run up to Christmas.
It's the vendor's first TV advertising campaign in the UK in four years and its first above-the-line investment for tablets. It kicks off in late November with the 'Look closer. See more' TV ad making its debut on December 1st.
The Encore ultra-portable tablet also launches in December.
The campaign spans TV, cinema, digital, social and PR activity, and will run across Europe.
Toshiba has also created a series of six short online video vignettes called ‘LA Stories’. In each video, the Encore tablet plays sidekick to the ultimate Hollywood hero in different scenarios ranging from ‘Disco’ to ‘Drive-in Movie’, with each situation designed to bring out a different feature of the Encore tablet. This is a separate activity to the TV ad and will begin November 27th.
The 'Look closer. See more' TV ad can be viewed here:
Matt McDowell, Marketing Director, Lifestyle Products & Service Group, at Toshiba Europe GmbH, commented: “We’re excited to be making our TV advertising comeback with our Encore tablet. Investing in an integrated campaign across Europe with an ambitious creative shows how serious we are about Encore as a unique offering to meet the differing professional and personal needs of users throughout their entire day.”
The ‘Look closer. See more’ ad creative was developed by McCann Enterprise and Psyop with the UK media campaign managed by Rocket and PR activity provided by Nelson Bostock Group.
Psyop blended traditional 2D animations with filmic camera techniques combined with full 3D effect animation. Each character or detail in the ad relates to an aspect of the Encore tablet.
The music featured in the TV commercial is from British musician Dan Croll and the song is titled ‘From Nowhere’.