To bring to life for Toshiba Air Conditioning
the technology positioning of the master brand.
Toshiba is the leading technology player in the category, however the technology is largely undifferentiated from a visual point of view. So we decided to make Toshiba’s technology all about the ‘magic inside’.
3+ years of continuous growth of +10Y pa.
Over the past 5 years, David and his Collab team have worked with us across both our Toshiba Air Conditioning and Carrier Air Conditioning brand communications and have done an outstanding job. They have helped us across our B2B and B2C audiences which has covered our summer campaign work in TV, outdoor, print and digital display advertising. Plus they have created our digital assets across four websites, co-ordinated our eDM activity and worked across our numerous collateral requirements such as pricing books and point of sale needs. Importantly, they always take time to put strategy at the beginning of the process so we always understand the ‘why’ and ‘ what’ we hope to get out of the marketing action. Finally, their collaborative way of working has proven itself to not only being lean but also highly effective in helping us compete in a highly competitive marketplace.
Anita Brodian – Marketing Manager, Toshiba Air Conditioning