Toshiba Computer Systems Division on Tuesday brought its latest brand marketing campaign, 'Masterpiece', to life with its Masterpiece Exhibition Tour in Johannesburg.
The masterpiece metaphor was created by incorporating the shape of a Toshiba laptop into some of the world's most famous paintings and sculptures, as well as other artistic displays. The roadshow started in Dubai early July, and during a six-week roadshow, will visit Istanbul, Beirut, Johannesburg, Nairobi, Moscow and Kiev.
“The Masterpiece Tour communicates the importance of inspiration, innovation and craftsmanship in delivering a true masterpiece, which Toshiba utilises to illustrate the foundation of our laptops,” said Andre Rossouw, Regional General Manager for Toshiba South Africa. “The campaign roadshow focuses mainly on our channel audience to allow them a chance to interact with the Toshiba brand in a unique and compelling way,” Rossouw continued.
Set to run in conjunction with the existing Masterpiece campaign, press advertisements alongside TV, the tours concept is underpinned by the use of the blue robot, forms part of the ongoing 360 degree marketing programme being conducted in the region.
The Masterpiece Tour coincides with the local launches of Toshiba's latest technology innovations, including Europe's lightest and thinnest, full-function 13-inch laptop, the Port'eg'e R700; an Android-based mobile Internet device, the Toshiba AC100; and a limited edition dual-screen Windows device, the Libretto W100, all announced as part of Toshiba's 25th anniversary in the personal computer industry, which marks a significant milestone in Toshiba's ever-expanding list of 'world firsts'.
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