Campaign details
Brand: KioxiaBrand owner: Kioxia Holdings CorporationEntrant company: Wunderman Thompson TokyoIdea creation: Wunderman Thompson Tokyo / Kioxia Corporation, TokyoMarket: JapanSector: Information technologyMedia channels: Content marketing, Public relations, Social media,Budget: Up to 500k
Executive summary
Toshiba Memory, the inventor of flash memory, relaunched as Kioxia in 2019. In an already competitive market, where the presence of Japanese brands has slowly been overtaken by global competitors, the semiconductor brand had to rebuild its B2B brand awareness, brand power (favourability and consideration), and brand image as an...