‘Everything you need to survive the day’ is the catchcry of the new advertising campaign for Windows 8-inch tablet, Encore.
Created by Clemenger BBDO Sydney, the campaign includes digital, lift media an ambient installation outside Pitt Street Mall and a station domination of Martin Place from now until mid December.
Rebecca Carrasco, Clemenger BBDO Sydney’s creative director, said: “If daily life is a game of survival, this tablet has everything you need to come out the other side still standing. With full Windows 8.1 compatibility, Microsoft Office and fast Internet, you can take care of work or study as it arises; plus you have music, social networking and gaming to help get you through. No matter what the day throws at you, with an Encore you have an arsenal of strategies to ensure you survive it.”
Mariana Thomas, head of marketing at Toshiba, added: “We wanted a campaign that captures the essence of the product. Encore is different than any other tablet; it boosts your productivity and seriously entertains you on the go with its amazing built-in features and its blazing-fast performance. And this is exactly what this campaign did. Clemenger and Match were the perfect duo that managed to pull this brief together in a very different, creative and tasteful way that emphasised the wide and unique capabilities of this elegant full computer, built and optimised to help you with everything you need to survive your day.
CREDITS: Client: Toshiba Agency: Clemenger BBDO Sydney Senior Account Director: Kirstin Ross-MacLeod Senior Account Manager: Ryan Corlett Account Manager: Vivek Thakkar Creative Director: Rebecca Carrasco Art Director: Dan White/Tim McPherson Copywriter: Rees Steel Production: Henry Welsh