Toshiba emphasizes #SeriouslyJapanese brand platform with Pop-Up Zushi Roller Coaster Restaurant experience in Sydney via iris Sydney

This year Toshiba launched its ‘Seriously Japanese’ brand platform across Australia and New Zealand. Wanting to drive awareness of the proposition in an unconventional way, Toshiba has turned to iris Sydney to get products in the hands of consumers – and get them to realise just how ‘Seriously Japanese’ they are.

With an objective of driving sell-through of Toshiba’s tablets and 2-in-1 and products, iris has developed an experience that takes the ‘Seriously Japanese’ campaign to a new level, by showing Toshiba’s serious capabilities AND fun-loving agility.

This is in the form of the Seriously Japanese Pop-Up Zushi Roller Coaster Restaurant. An experience completely delivered by Toshiba products, visitors to the restaurant choose their order via the touchscreen tablet – which then arrives by roller coaster.

Says Darren Collins, Iris’ head of digital: “We are taking a seriously functional thing – the humble sushi train – and transforming it into an unforgettable participatory experience.  And the Toshiba products are at the heart of that. I love it when the digital world meets the real one, and this event is the perfect harmony of the two: fusing technological innovation with great engineering to create a truly unique brand experience.”

The bespoke ordering system was built from scratch, along with the world’s first sushi roller coaster track. Consumers will be encouraged to share the experience on social, with #SeriouslyJapanese already generating some noise on twitter.

Says Mariana Thomas, Toshiba’s head of marketing and communications: “As a company focused on innovation, Toshiba is excited to create a Seriously Japanese activation that show cases our technology, powered by Intel, in a truly unique and engaging format. Our brief to iris was to think outside the box and they truly did. They came up with an innovative idea that managed to engage and excite our end users.”

The roller coaster will run on October 30th, 31st and 1st November for 3 nights only and will Pop Up at District One, Randle Lane, Surry Hills.

Deputy CD: James Griffiths

Film Production: Greenlight Media