Toshiba had strong brand recognition for computing and entertainment technology, but were virtually unknown when it came to air conditioning. AS HEAD OF CREATIVE WITH The Collaborative Agency, I LED THE PROJECT to disrupt the category with a targeted summertime campaign.
WE created A HEAT-DEFYING SCENARIO which ran during summer breakfast TV, FOLLOWING the morning weather report. ThE CONCEPT WAS SUPPORTED with ONLINE CONSISTENCY AND DEALERSHIP print ADS to position Toshiba air conditioners as the PERFECT antidote to the Australian summer.
We drove traffic online to find local dealers.
we created arresting POS MATERIAL for dealerships.
