Maja Pawinska Sims 25 Oct 2023 // 3:33PM GMT
LONDON — Toshiba TV has selected Red Consultancy as its retained integrated PR, influencer and social media agency to promote the brand’s range of smart TVs.
The agency, part of the Accordience Group, is tasked with increasing awareness and market share of Toshiba’s range of TVs. The brand previously worked with Fever, which was appointed in 2019.
Red’s brief covers UK media relations and press office activity, as well as social content and channel management for the brand across Instagram, Twitter/X, Facebook and TikTok, which will be handled by Red’s dedicated social media specialists, Shiny.
In addition, Red will be running influencer-led campaigns, launching new TV models, supporting at key exhibitions including IFA (he world's largest consumer electronics and home appliances trade show) and promoting Toshiba TV’s activity with brand partners throughout the year.
One of Red’s first campaigns will be a brand partnership with the BBC ahead of the 60th anniversary of its sci-fi show ‘Doctor Who’. The campaign will offer fans of the show a chance to win tickets to a screening of Doctor Who: Beyond the Screen, an immersive event created by Toshiba.
Toshiba TV commercial director Bart Kuijten said: “The Red team really impressed us with their knowledge of the media, influencer relations experience, and approach to social content creation during the pitch process. We’re confident they’re the right partner for us to elevate our communications and support us in securing greater share of voice in the UK”.
Red director Simon Hilliard, who runs the agency’s consumer technology portfolio and will lead the new account, added: “We’re really pleased to be working with Toshiba. Our campaign will focus on ensuring Toshiba gets the representation that reflects the quality of its products, be that high-scoring reviews, highly engaging influencer and social content, or working with brand partners to increase awareness with TV and movie lovers”.
Toshiba TV – which was bought from electronics giant Toshiba in 2017 by Hisense – joins Red’s current consumer tech and gaming client roaster, which includes Sony PlayStation, Huawei, Square Enix and Uswitch.