Toshiba teams with Mason Zimbler for World Cup promotion
Mason Zimbler has been working with Toshiba Europe on its World Cup promotion as it looks to drive sales of laptops and LCD TVs across EMEA.
The promotion offers people who buy a Toshiba laptop or TV money back should their team win.
The Bristol technology marketing agency developed a range of master assets which can be localised by the country offices and had to include the partnership between Toshiba and the FA, as ‘Official suppliers of consumer electronics to the England team’.
This brief included highlighting the partnership with the FA, and the English passion for football to excite people about Toshiba products.
Toshiba was also looking for the agency to get across the sentiment that choosing Toshiba is like choosing to support England, and that message was supported by the offer money back offer.
To achieve this, Mason Zimbler says two sets of assets were needed to communicate the promotion to two different audiences: countries competing in the World Cup and Countries who are not represented by a team in the competition.
Assets included an online landing page, banners, flyer, poster, screen surround, technical ads and a TV sting, the first TV ad developed by the agency. The ad has been localised for Portugal and Spain.
Supporting the TV campaign is a website, flash banners on sites such as Yahoo, The Sun, ITV and Cnet, wobblers, screen corners, outdoor boards used during the West Ham V Liverpool match in April, men’s toilet panels, concourse TV videos used at 36 TV stadiums and on 717 screens in university bars across England, a billboard at Terminal 5 in Heathrow, 500,000 beer mats, posters across 45 football stadiums and magazine inserts.
The campaign concludes on Friday.