Background

TOSHIBA, the Japanese brand, made its Egyptian debut in 1975 under the aegis of ELARABY. After four decades of success, TOSHIBA emerged as the dominant force in the consumer electronics and home appliances sector. It boasts unmatched awareness, brand equity, and market shares. With a remarkable 97% overall awareness and 66% top-of-mind awareness, TOSHIBA also commands the industry's highest affection. TOSHIBA's brand equity reigns supreme across Egypt's consumer electronics and home appliances landscape.

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Objectives

• Resurrect TOSHIBA's brand image.

• Sustain the brand’s position as the embodiment of "Peace of Mind" and market leadership.

 

Aspired Customer Feedback:

"TOSHIBA leads the way with constant new product introductions."

 

The Journey:

• Innovative creative concept for comprehensive brand communication and positioning statement.

• Holistic campaign integration spanning Outdoor, BTL (Below The Line), and Digital mediums.