Challenge:
Increase awareness for Toshiba brand and gain 20% share of early adopter market for launch of Toshiba DVD, the digital video disc player designed to revolutionize movie viewing on TV.
Solution:
Launch DVD in TV and print that challenges viewers to heighten their sensory experience (sight and sound) of home theater through the superior technology of Toshiba DVD. Awareness of Toshiba as a DVD provider moved from #7 to #2 "brand most likely to purchase" according to Video Magazine research. Toshiba players captured a 33% share of early-adopter sales (according to CEMA), reaching 160% of Toshiba's initial share goal.