Following the success of their ‘Bringing Innovation to Life’ European launch for Toshiba notebooks, integrated digital agency Mason Zimbler have been given a fresh challenge, helping with the launch of Toshiba’s brand new high definition (HD) camcorder range.

Making an aggressive move into the HD camcorder market, the Toshiba Gigashot range will feature two of the world’s smallest and lightest hard-disc drive (HDD) video cameras. On sale at the end of the month, the camcorders pack an array of great features, including true 1080i high-definition recording capabilities and up to 100GB of inbuilt hard-drive capacity.

As part of the campaign, Mason Zimbler are breaking away from the technical focus typical to the marketplace, opting instead for an exciting and dynamic offering, which reflects the range’s impressive features and potential to produce beautiful footage.

Anchoring the online experience, a circular flash-navigation device – based around the lens of a video camera – has been incorporated by the agency, while throughout the site there will be a host of games, videos and unexpected elements to entertain the user – building on the ‘Surprises. Made Smaller’ strap line.

A pre-launch site for the Gigashot went live on the 4th January, in time for the international Consumer Electronics Show, while the full consumer launch site will be going live on 30th January.

Elements for the campaign will include: on and off-line support materials including a POS brochure, a banner campaign, customer and partner emails, and press ads.

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