Toshiba to Launch Global B-to-B Campaign Next Month

Effort Is Designed to Raise Awareness of Toshiba as a B-to-B Company

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Toshiba Corp., a $63 billion Japanese company best known for laptops and consumer electronics products, next month will roll out a global integrated campaign to raise awareness of its b-to-b solutions, which account for 84% of total sales.

The campaign, called "Bring Life Forward," was created by Gyro San Francisco and promotes Toshiba's Smart Community business, which provides technology for electric buses, wind power, solar energy, water and environmental solutions.

"Throughout its long history, Toshiba has been mainly known as a b-to-c brand, with its consumer-based electronics, appliances and technology," said Takafumi Arai, chief specialist, marketing division at Toshiba, based in Tokyo. "But in fact, since the company was founded in 1875, Toshiba has always developed and offered a wide range of innovative products and services for the b-to-b market."

Some of those products include Japan's first hydro generator (manufactured in 1894); the world's largest capacity pumped storage unit (completed in 1968); and current solutions for hydroelectric power, industrial motors and automotive systems.

Mr. Arai said the goal of the campaign is to "raise awareness and reestablish the Toshiba brand as a b-to-b company in order to acquire global lead generation."

Another goal is to increase Toshiba's b-to-b business to 90% of total sales.

The campaign includes online video, digital ads, social media and outdoor placements. The budget was undisclosed. It is aimed at community planners, engineers, state and local government officials and C-level executives responsible for infrastructure planning. Toshiba has begun running some online banners to tease the campaign, which will break on a larger scale close to the new year.

The colorful, animated ads show a futuristic world, powered by sustainable technology. One ad shows a couple sitting on the finger of a giant robot overlooking a city powered by Toshiba wind turbines. Copy reads, "A balance of innovation and sustainability for better living."

Steffan Postaer, executive creative director at Gyro San Francisco, said the campaign was designed to show "the childlike wonder of living in the future, where things are beautiful and utopian -- it's all about a joyful life. This campaign celebrates the fact that Toshiba is at the intersection of humanity and technology."

Gyro partnered with JaM Japan Marketing, a marketing consultancy, on the campaign.

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