Toshiba Mobile unveils unique digital destination for European handset launch
Mobile phone fans will be able to engage with and register their interest for Toshiba’s new TG01 handset prior to its availability in Europe this summer.
The TG01 is Toshiba’s latest mobile handset for the European mobile market and is targeted at young, sophisticated mobile-savvy early-adopters who are keen to try the very latest mobile phones the moment they come to market.
Some of the key functionality of the pan-European site is a ‘to-scale’ video which forms the basis of the Flash site. Users will be able to interact with the gallery video content by using play, pause and volume. The site also includes an image gallery, accessories section and comprehensive handset specification. Traffic will be driven to the site by a fully integrated marketing campaign for the handset.
Sharon Johnson, European Marketing Communications Manager, Toshiba stated:
“Toshiba’s brand promise is to lead innovation and this is perfectly demonstrated through this cutting edge destination developed for our brand new TG01 mobile handset.
We needed to create an aspirational destination to really show off the handset and support its launch in the market. E3 has certainly delivered this and the site communicates the desirability of the handset beautifully.”
The design of theTG01 destination is creatively quite a significant step away from the main Toshiba Mobile website. The approach compliments the TG01 and the colour scheme is inspired by the handset’s interface and the Toshiba brand.
Stuart Avery, Joint MD, E3 concluded:
“The design concept was influenced by the actual size of the phone. A site where a mobile phone is actually displayed life-size had never been created before and this became the focus for the creative. As the physical size of the TG01 phone is so important we decided to design the site with the phone to scale. Then everything else had to be to scale too, so the models we used to demonstrate the phones are life-size as well.”
Toshiba’s TG01 has an enormous 4.1" screen that incorporates image processing technology from its REGZA LCD TVs. Its 1GHz processor ensures super-fast performance speeds, stunning movie playback and a rich internet browsing experience – all in an ultra slim 9.9mm package.
Toshiba has been a key client for E3 for more than two years. The TG01 site is part of a suite of activity for the brand and shows Toshiba Mobile’s commitment to increased investment in digital marketing.
The site is due to launch early July.
