From proposition to campaign platform.
Toshiba Tec was known for hardware and print, in a market that was crowded, technically led, and racing to digitise. To stay relevant, it had to be understood as something bigger: a genuine digital transformation partner.
We turned that strategic positioning into a campaign platform the whole business could run on.
Known for hardware, in a market moving past it.
Toshiba Tec was strongly associated with hardware and print, in a category that was crowded, technically led, and easy to reduce to specs and price. As businesses digitised rapidly after the pandemic, the conversation moved on faster than the brand's perception did.
Audience analysis and strategic planning told us that to truly differentiate from the competition, Toshiba Tec needed to reposition itself as a digital transformation partner, not a print supplier. But the proposition had to be more than a line in a deck. It had to work as a platform that sales, marketing and every market could understand, believe and use.
In the distributed world of work, documents are no longer the end point. Knowledge flow is.
Knowledge on Demand.
The insight reframed everything. Businesses no longer required help managing hardware. Instead, they needed support with caring for, storing and distributing knowledge more effectively, wherever their people worked. So we built Knowledge on Demand: a campaign platform that repositioned Toshiba Tec around the flow of knowledge rather than the management of devices.
It gave the proposition a name, a logic and a visual language that was scalable across markets, recognisable on every touchpoint, and flexible enough to carry product, service and thought-leadership messages under one idea.
A challenger that punched above its weight.
By adopting a challenger mindset, Toshiba TEC cut through the category sameness and ended years of marketing that had spoken only about the product, its features and its functions. Distributors began approaching them for advanced solutions, and fewer and fewer conversations started with the grey boxes front of mind.
The most unexpected win was an internal one. For the first time, Toshiba TEC shared a single identity and a genuine belief in the value of their products across every territory. The business stopped behaving like a hardware provider and started behaving like a knowledge enabler. In the process it found the unity, collaboration and efficiency it had been trying to give its customers all along.
in years
“The campaign achieved significant improvements in visitor numbers and engagement levels across the Toshiba TEC digital presence. The most unexpected benefit, however, was an internal and political one: this was the first European collective approach and it has played a huge part in mutualising skills and resources regionally.”
European Sales & Marketing Manager, Toshiba Tec
Positioning
Campaign platform
Creative
Edinburgh & Glasgow
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