Toshiba accelerates digital campaign with 'Curious Case of Missing Files' contest

Steps up its online consumer connect to engage audiences for its laptop business

BestMediaInfo Bureau | Delhi | December 17, 2013

Toshiba India yesterday announced the launch of its new digital campaign and contest – 'The Curious Case of Missing Files' – to step up its conversations with audiences for its laptops business.

After a successful Facebook campaign run by Toshiba Laptops India to connect with the audience, Toshiba's next social campaign is a first of its kind. 'The Curious Case of Missing Files' campaign will further build up on the new consumer categories created, namely, P Series for highfliers and L series for the trendy and stylish youth.

The interactive contest will connect and engage these specific audiences through a series of entertaining video teasers, which are conceptualised keeping in mind the real life funny situations these target groups may encounter. While the first half of these encounters is ideated by the advertising team, the climax will be chosen by our audience.

Abhishek Mehta, Head – Marketing Communication, Toshiba India, said, “Our 'Awesome Inside Out' campaign was an instant hit amongst the consumers and we managed to attract over 1 lakh page likes within a month. Our latest campaign is a fusion of entertainment and humour that encourages conversations with our customers. With this campaign we want to strengthen our youth connect and build up on our stylish & high performance attributes. Aligning with this thought, we will be rewarding the best entries/conversation with Toshiba laptops.”

The activation will go on till December 25, 2013, wherein participants will need to visit Toshiba Laptops India Facebook page and write about how they would like the story to end. The best entries, chosen by popular vote, will be translated into a movie and the winners will receive a Toshiba laptop each.

The digital activation is the extension of Toshiba's ongoing ad campaign, 'Awesome Inside Out', which launched its new range of laptop line-up for India. The campaign explores 'The Complete Man's' interests and passions as an attempt to delve into his personal life. The campaign is based on three communication pillars – a man who drives for passion, rides for joy, and walks with the world.

Participants need to visit the Toshiba Laptops India Facebook page They will then be asked to write their version of the missing part of the story. A winner will be announced on Toshiba Laptops India Facebook page every fortnight.

Info@BestMediaInfo.com

Info@BestMediaInfo.com