To step up its conversations with the audiences for its laptop business, Toshiba India has announced the launch of its new digital campaign and contest - "the Curious Case of Missing Files". This campaign will further build up on the new consumer categories created, namely P Series for highfliers and the L series for the trendy and stylish youth. The interactive contest will "CONNECT & ENGAGE" these specific audiences through a series of entertaining video teasers, which are conceptualized 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 humor that encourages conversations with our customers. With this campaign, we want to strengthen our youth connect and build up on our stylish and 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, 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 the 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" that launched its new range of laptop lineup 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.
