Integrated Media & Retail Activation Powering Toshiba’s TV Growth

We collaborated closely with Toshiba in their expansion into the UK TV market, developing a long-term marketing framework to elevate mental availability as a preferred brand amongst UK shoppers, whilst also maximising physical availability through Toshiba’s retail partner stores.

At key purchasing times in the calendar year, our brief from Toshiba was to leverage long-term brand equity into tangible sales by employing highly effective promotional offers and precision-driven media targeting strategies.

We planned, produced, and managed promotional advertising campaigns aimed at driving sales with multiple retail partners such as Argos, Currys, Amazon, AO, John Lewis and more. These campaigns were strategically designed to maximise sell-through whether during regular pricing periods, seasonal markdowns, or with the introduction of distinctive offers such as bundled products eg. Ring Doorbell, free subscriptions eg. Amazon Music, or tactical price downs.

With a strategic annual approach that dovetailed with brand-led activity, we planned and bought targeted retail-sales driving promotional media campaigns using a matrix segmentation of profiled prospects and high propensity in-market shoppers, to move audience through to retail purchase. 

The One Off’s proprietary Shopper Data Sphere AI platform provided detailed shopper insight & actionable segmentation plus real-time reach & activation through digital media touchpoints.  With tailored delivery plans for each, we supported Toshiba to serve retail partners with progressive marketing commitment and demonstrable measures of success.

Over the past decade, Toshiba has achieved sustained growth in the UK TV market, steadily increasing its share of both volume and value. Our long-term strategic approach has supported more than ten retail partners annually, delivering consistent sales performance and ongoing campaign retention.

This integrated model has driven record year-on-year market share gains, alongside standout trading performances during peak retail moments including Black Friday and Christmas. With millions of TVs sold and campaigns delivering up to 3x return on ad spend, the programme has successfully translated brand investment and promotional precision into measurable commercial growth.