THE LED ERA for Toshiba

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THE LED ERA

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Industry Computers & Computer Accessories, Business equipment & services, Corporate Communication, Corporate Image
Media Promo & PR, Case study
Market Japan
Released July 2009

Credits & Description

Category: Technology and Manufacturing
Advertiser: TOSHIBA CORPORATION
Product/Service: CORPORATE COMMUNICATION
Senior Public Relations Planner: Kentaro Okabe (Dentsu)
Public Relations Planner: Isao Taniguchi (Dentsu)
Public Relations Planner: Masayo Ihara (Dentsu)
Senior Strategic Planner: Takahiro Hayashi (Dentsu)
Strategic Planner: Chungku Chen (Dentsu)
Deputy Director: Toshiyuki Baba (Dentsu)
Senior Account Executive: Tetsuro Nagano (Dentsu)
Senior Account Executive: Soichi Iwase (Dentsu)
Senior Account Executive: Takanori Kurosawa (Dentsu)
Account Executive: Yusuke Yoneya (Dentsu)
Public Relations Staff: Kenichi Sugawara (COMDEX)
Public Relations Staff: Yuka Yoshimoto (COMDEX)
Public Relations Staff: Kanae Morishita (COMDEX)
Director: Yasunori Ito (I'S COMPLEX)
Director: Kiyoshi Kobayashi (I'S COMPLEX)
Director: Kouji Imai (I'S COMPLEX)
Media placement: PR EVENT - PR EVENT In Tokyo - 30 Sep 2009
Media placement: PR EVENT - PR EVENT In Tokyo - 17 Mar 2010

Summary of the Campaign
March 17, 2010: on this day Toshiba, the pioneer of Japan's lighting market, decided to end the production of incandescent light bulbs for in-home use. This days also marked the 120-year anniversary of the introduction of the lighting technology by Ichisuke Fujioka, one of the founders of Toshiba, that had inherited it from Thomas Edison. For Toshiba it was a significant decision to end the production of incandescent light bulbs. As one of its original products, Toshiba had been producing light bulbs for 120 years, longer than any other Japanese company. That is why Toshiba had the ability to achieve a paradigm shift to the eco-friendly LED lights in just one year. Our strategic PR campaign succeeded in making consumer's mind-changing and action-inspiring.

The Goal
Toshiba, the pioneer of Japan's lighting market, decided to end the production of incandescent light bulbs for in-home use and shift to the eco-friendly LED bulbs.

Results
- Obtaining 1.5-billion-yen media exposure from april 2009 to march 2010. - We created word-of-mouth communication regarding LED lighting. - 87% of respondents showed interest in using LED bulbs. - Growth of LED lighting in the illumination market is notable.

Execution
Within the 6 months from April to September 2009, we promoted Toshiba history in the media along with simple information about LED lighting. Then, the public movement got started: Toshiba announced the dawning of a new age with the "Declaration of the LED Era" as the representative of lighting manufacturers. Moreover, a 'Sayonara Ceremony of lights out on incandescent lights' was held on 3/17 2010 - During this ceremony the last light bulb was removed from the production line.

The Situation
Until march 2009, when Toshiba first entered into the LED light bulbs market as the major company, LED lighting was the B2B commodity, therefore not only the consumer's recognition but also intention of purchasing were low. At the same time, the reduction of CO2 emissions became necessary by rising of the sense of crisis in environment issues.

The Strategy
We established a partnership with Toshiba and devised a precise PR strategy: we told and shared Toshiba history with all the people. We promoted it in the media and succeeded in obtaining a great amount of publicity. As the result, the perception of '2009=LED era' was created among the consumers.