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A leader in data storage technology, Toshiba was looking to increase awareness among engineering and tech industry decision-makers of its unmatched line of hard drive and solid state storage solutions. We developed an airport ad campaign, with multiple display ads (fabric banners, Duratrans displays and digital billboards) placed in the tech-center airports of San Jose, Boston, New York, Seattle, Dallas-Fort Worth and Austin. The goal was to create ads that positioned Toshiba as synonymous with data storage.
The lead concept in the campaign boiled the message down to the direct “Toshiba IS Storage.” The other ads took different creative and visual angles to support that core position. Body copy was kept short and consistent with the message that Toshiba is the only true, end-to-end storage solutions provider.
Client: Toshiba America Electronic Components
Services: Concept development, design, copywriting, photography, production