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Brief Published: 9 Jan 2012

Toshiba’s Smart City


Multinational electronics corporation Toshiba is moving with the Facebook-enabled times with its latest marketing campaign, M/E/S/S/A/G/E – promoting its vision of the smart cities of the future.

M/E/S/S/A/G/E is an animated Lego town designed to symbolise Toshiba’s smart city. Colour-coded balls roll around the town representing the various green energy alternatives and technologies needed for the community to function. The video has the added functionality of user interaction – visitors are instructed to link their Facebook account. The video inserts avatars and characters from your Facebook profile into the balls rolling around the town.

This quirky campaign is part of a wider picture. The Lego land is linked to Toshiba’s ‘Technology Vision for Innovation’ page, which showcases the company’s technology that contributes to comfortable lifestyles and a more sustainable society, according the website.

For more examples of brands creating more personal consumer messages, see the Stylus Macro Trend Chain Reactions.

Smart Community