Client:

Toshiba - World Cup Soccer Sponsorship Activation

The Challenge:

In support of Toshiba's global sponsorship commitment for World Cup Soccer, Toshiba Canada wanted to create a promotional program that would compliment their established brand message while both showcasing and supporting the introduction of their new HD Notebook and DVD products.

The Solution:

Step 3 created a soccer-themed program ("Complete The Play") that ran in- market for the duration of World Cup 2006. Working with the domestic World Cup soccer broadcaster Sportsnet, Step 3 created a 30 second contest promo spot that ran in rotation with brand spots and profiled the new Toshiba product. With a 'Call-to-Action', Step 3 also created a contest micro-site to support the consumer contest and profile the new Qosmio HD notebook.

The Result:

The 4-week "Complete the Play" contest generated more than 35,000 entries - ranking it as one of the highest participation contests to-date with the network - and powerfully launched Toshiba's new products.