Toshiba
Toshiba: the fan park
The brief
Can a smart TV take the place of a football stadium experience?
In the run-up to the delayed EURO 2020 football tournament, Toshiba wanted to promote the brand’s range of smart TVs to football fans with families.
We discovered family football fans over-index on watching sports together with friends and family in the pub or at live events (like fan parks) – it was one of their key passion points.
In 2021, with lockdown and restrictions in place, this wouldn’t be possible…
Approach:
We launched a nationwide competition across Toshiba’s social channels asking football fans to nominate their friends and family to find the country’s biggest supporters.
The prize? – the ultimate back garden fan park, complete with a purpose-built bar, food truck for on-demand pizza, stadium seating to replicate the match-day experience, inflatable football games for the family, confetti cannons to boost the celebrations, and, of course, a big screen Toshiba smart 4K HDR TV.
Success in numbers
entries across social
engagements, with an 11.31% engagement rate on Twitter, and 12.46% on Facebook and Instagram in two weeks
the campaign created a huge uplift in sales volume, making Toshiba the No. 3 TV brand in the UK
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