Football fans buy PC’s too!

Toshiba World Cup campaign

www.toshiba-europe.com

Client:

Toshiba has operated in Europe for over 30 years and are known around the world for cutting edge televisions, portable PCs, DVD players and drives, and supporting electronic devices

Objectives:

• Drive traffic to the Toshiba website through a World Cup sweepstake
• Generate leads for Toshiba's database

Strategy:

• Use TradeDoubler's ad Network td Reach to generate leads for Toshiba's database.
• Audience targeted were Men interested in sport and technology.

Description:

TradeDoubler began working with Toshiba through introduction by their Media Agency Crossmedia Düsseldorf. Previously Toshiba had worked with TradeDoubler on a campaign involving 7 countries. This World Cup campaign ran from 19-04-06 until 09-07-06 in Germany, Italy, UK, The Netherlands, Switzerland, Spain, Poland, France and Russia.  The sweepstake gave away tickets to the World Cup in the first phase of the campaign and a PC in the second phase. The target demographic was male sport fans and male technology enthusiasts.  During the World Cup Google Adsense became too expensive due to the popularity of keywords. Toshiba therefore shifted the budget to td Reach (Ad network).  The campaign needed to go live quickly and TradeDoubler were able to rise to the challenge and deliver large numbers in a short space of time. The multi-country campaign was coordinated by a TradeDoubler international campaign manager.

Results:

• 400 million impressions
• 1.35 million clicks (Germany delivered 79% of the total volume in two weeks 326,500)

Quote: