LED bulbs to witness "a family of 10 years"

In the summer of 2009, sharp price is only around half of the market products LED bulbs, shocked the entire lighting industry in Japan. In order to fight against sharp, originally LED LED bulbs Toshiba also lowered the price of the market. Reach the past of the LED bulbs so dramatically changed. In 2009, which has been dubbed the the Japanese "LED the first".

After about two and a half years. With the help of various enterprises technical innovation and cost reduction efforts, LED bulbs quickly gained popularity in Japan. At the same time, focus on the recent demand of electricity saving, new entrants an endless stream, intensified competition between enterprises. Under this situation, acting the LED lighting market pioneer of Toshiba is "LED several Toshiba" full build image.

For the LED, people often focus first on is energy saving, long life and other economic benefits. Although with technological innovation, the quality of brightness has not inferior to the incandescent light bulb, but in the heart of many consumer, still remains a popular "dark than expected it would be" at the beginning of the negative impression. How can you communicate to the consumer the advantages of LED bulbs, Toshiba pains.

10 years 3653 days. Photography is said to be the same in a few days. On the other hand, in the production of TV advertisements, also met in a short period of time the problem of how 10 years

Let the consumer resonance "be yourself"

As artistic director of dentsu anda wing 1 cr projects agency art director, said: "for consumers, a yearning for 10 years of LED bulbs. Can be used so we simplified the train of thought, decided to use window lighting performance this ten years." Therefore is produced through a window to see a man a day in the life, the calendar is a creative design Windows arranged in 10 years.

With LED lighting as the background, the man's shadow reflected on the window like a silhouette. 10 years calendar began in the dining room in LED bulbs. Soon, a man and a woman meet, marry, have children, family is more and more. For 10 years, 3653 days of time passed in a window.

Man is fond of fishing, like milk. Sometimes the couple will quarrel. Days, of course, will not have any special things every day. There are simple, and it is more. Go out to work. Cleaning the room. The laundry. Ordinary is still important, calendar, it contains such a message.

Is in the story into their past, or in the future, it all depends on advertising audience. Anyway, because it is a silhouette, the audience is easy to put myself into the character, a lot of people have said after watching "thought is oneself". Put himself into the changing family feel the joy of daily life, will be transformed into for LED bulbs close and close to the family trust.

Named procurement Toshiba LED bulbs

Life is accumulated day by day, everywhere a little happiness in ordinary life with his family - the AD to make people recall the naturally too common, often forget those things. "10 years of calendar" in June 2011 was awarded the "Cannes Advertising Festival, Cannes Lions International Advertising Festival" gold prize of outdoor sector.

But in the delivery at the beginning, the AD actually did not cause much attention. Using 10 years calendar advertising began in the spring of 2010. The private railway station and subway in Tokyo station posters have been posted. However, calendars are not fully contained in the story to convey to the public. After winning in cannes, Toshiba through the summer of 2011, newspaper ads and have joy in Tokyo at heavy set outdoor advertising, through a man get married, have children living scenes in a decade. Simplicity and introduced the "calendar" 10 years of long life of LED bulbs.

Tokyo has the yurakucho Marion in remodeling in the summer of 2011 laid the large 28 meters high and four meters wide. 3.11 after the earthquake, the Japanese are more sentimentally attached to the feelings of family, the AD caused the resonance of consumers.

Since then, advertising sparked concern, especially at the end of 2011 after the broadcast television advertising, consumer to send back a lot of feedback. Advertising is divided into two versions 60 and 120 seconds. Because of long advertising, so the number of broadcast is not much. But Toshiba the advertising department of domestic advertising ACTS as a counselor spring suzuki said, "now has a video sharing sites, and Twitter SNS. As long as get the resonance of the consumer, even if the number of ads are less, also increases the possibility of widespread". Perhaps it is because after the earthquake let people feel the importance of family, "calendar" 10 years rapid advances the awareness of all the way.

Divides the LED lights advertising to sales promotion goods and to set up the brand of the two. "Calendar" 10 years of positioning is to establish brand. But a lot of the audience said after seen ten years calendar "produced using Toshiba leds will, dealers report also showed that the TV ads, named buy Toshiba products customers increased. Also got very good promotion effect.