Toshiba America Medical Systems has launched an advertising campaign that aims to position the Irvine-based diagnostic imaging company as one that “adapts to and understands its customers’ business,” according to Nancy Gillen, its vice president of marketing.
Medical workers featured in video commercials titled “You’ve been heard” hold up signs saying, “I need radiology and oncology imaging in one system without compromise,” and, “How can I improve my patient satisfaction from diagnosis to intervention?”
The company follows the questions with an answer: “Toshiba gives you a voice.”
The three videos are shot in black and white with red highlights. The theme will also be carried out in collateral materials, social media, Toshiba’s website, trade shows, and print and online healthcare publications, the company said.
“Most companies in the diagnostic imaging industry use similar advertising concepts—the same colors, imagery and themes,” Gillen said in a news release. “We saw an opportunity to leverage the fact that we understand our customers’ business challenges and are a partner that adapts to their needs. That sentiment is illustrated by giving our customers a voice, not just lip service.”
Fashion Add
Rakuten Inc., an e-commerce company headquartered in Japan, has launched a fashion section of its Aliso Viejo-run website, Rakuten.com.
Rakuten.com/fashion “seamlessly integrates” with boutique sister company Vault.shop.rakuten.com and features improved site design and search functions. The site also supports a live Pinterest feed, celebrity endorsements, and content from the Rakuten Essential’s blog, “poised to help and engage the fashion-conscientious consumer while telling a meaningful brand story,” the company said.
Rakuten.com offers more than 16 million products in 24 categories through a network of about 5,500 small and large businesses. Its parent company has a market value of about $14.3 billion.
Mind the Nostalgia
Kingston Technology Corp.’s new ad for its DataTraveler GE9 flash drive was inspired by a true story that unfolded in the United Kingdom last year.
The seven-minute video follows the widow of popular voice actor Oswald Laurence as she visits the London Tube’s Embankment station where the couple met 40 years ago. She reminisces with the Transport for London staff member about how she misses hearing her late husband’s “Mind the Gap” announcement, now replaced by a computerized voice. The commercial then drifts into “old” footage of the two meeting on the platform and falling in love.
In real life, she asked Transport for London for a copy of her late husband’s announcement, and the organization obliged—not only were they able to get a copy on CD for her to keep, but they also restored the announcement at Embankment station.
Kingston’s version has a Transport for London staff member pulls out a shiny DataTraveler flash drive and gives it to the grateful widow. A CD or flash drive—still touching.
The commercial, created by HAVAS Worldwide Taiwan Ltd., is on the brand’s YouTube channel.
Athlete Pull
Quiksilver Inc. released a three-minute video showcasing the talents of its DC Shoes brand ambassador, Matt Miller. The “skate rat,” as the Huntington Beach-based action-sports shoes and apparel manufacturer calls him, debuted his first signature skate shoe.
Another video, promoting the Quiksilver’s Dreaming Jacket, features Olympic gold medalist Iouri Podladtchikov doing what he does best—riding the half pipe and making the rest of us wish we could leave the office and hit the slopes.
Bits & Pieces
Global IR Group in Newport Beach has appointed Marco Torresi its managing director of public relations. …Vans Inc.’s founder, Steve Van Doren, traveled back to his hometown of Boston to celebrate the groundbreaking of Lynch Family Skatepark. The 40,000-square-foot facility will open in 2015.
