Toshiba Vietnam IMC Campaign Heat Pump Dryer T21: Home Heat Home

In a market where washing machine communication often dominates the conversation, Toshiba Lifestyle Vietnam took a different approach by placing the spotlight on the T21 Heat Pump Dryer during the 2026 peak season. The campaign focused on a real and relatable challenge faced by many households in Northern Vietnam — humid weather conditions that make drying clothes difficult, especially during the Tet season.

Running from December 2025 to Q1 2026, the “Home Heat Home” campaign introduced the T21 as more than just a home appliance, but as a thoughtful companion designed to support everyday family life with greater comfort and convenience. Through emotionally driven storytelling and integrated consumer engagement, Toshiba highlighted the importance of creating a home where daily needs are understood and cared for.

Bringing the “Darling Dryer T21”

Closer to Everyday Life

At the center of the campaign was the TVC themed “Bơm Nhiệt Cho Tổ Ấm” (Home Heat Home), which focused on the emotional connection between comfort, family care, and daily living. The campaign resonated strongly with audiences, generating over 4M views and significantly strengthening awareness of the T21 Heat Pump Dryer.

To further connect with consumers, Toshiba collaborated with six leading KOLs who shared authentic experiences around managing laundry during humid weather and the Tet holiday season. Their relatable stories generated over 1.6 million TikTok views, helping demonstrate how the T21 supports more convenient and comfortable daily routines while strengthening consumer trust in the product.

At the same time, community pages and social platforms encouraged organic conversations around real-life laundry challenges, while PR and digital media activities expanded the campaign’s visibility across key online channels. On Toshiba’s own Facebook and TikTok platforms, storytelling content centered around practical everyday benefits generated over 46.9 million impressions throughout the campaign period.

Strengthening Visibility

Through Offline Experiences

Alongside digital activities, Toshiba also expanded the campaign into offline consumer touchpoints to strengthen visibility during peak shopping periods.

LED displays placed across high-traffic locations in Hanoi and Ho Chi Minh City, including airports, intersections, and major public areas, helped bring the campaign closer to consumers in their daily environments, generating over 12.3M views. A Tet-period bus roadshow across central Ho Chi Minh City further reinforced brand presence and seasonal awareness, contributing over 700K impressions.

To support in-store engagement, Toshiba also implemented dedicated POSM displays, sidewings, and standees across 800 MT/GT stores nationwide, ensuring T21 remained highly visible during purchase decision moments.

Addressing Real Everyday Needs

Through Innovation

The T21 campaign reflected Toshiba’s deep understanding of the everyday challenges faced by Vietnamese households during humid seasons — from the lingering smell of damp clothes and limited indoor drying space to the stress of managing laundry in fast-paced urban lifestyles.

By positioning the T21 Heat Pump Dryer as a practical solution for these daily concerns, Toshiba successfully connected technology with meaningful everyday experiences. More than just a product campaign, “Home Heat Home” reinforced Toshiba’s commitment to creating innovations that are rooted in real customer needs and designed to support modern family living with greater comfort, care, and convenience.

在洗衣机品类长期占据营销主流的市场环境中，东芝越南另辟蹊径，在2026年旺季，将焦点对准T21热泵干衣机，直击越南北部许多家庭面临的真实痛点：梅雨潮湿季，尤其是在春节前后，衣物久晾不干。

2025年12月至2026年第一季度期间全面启动“Home Heat Home”整合营销活动，将T21定位为不仅是一台家用电器，更是用心陪伴家庭日常、提升生活舒适与便利的贴心伙伴。通过情感化叙事传播及消费者全渠道互动，东芝向公众传递这样一个理念：一个真正温暖的家，会用心理解并照料每一位成员的日常需求。

让“暖心干衣机T21”走进日常烟火

本次活动的核心，是一支以“热泵温暖我家”(Home Heat Home)为主题的品牌宣传片，聚焦于干衣舒适、家庭关爱与日常点滴之间的情感连接。影片一经上线便引发广泛共鸣，累计观看量突破400万次，显著提升T21热泵干衣机的品牌认知度。

为进一步贴近消费者，东芝携手6位头部KOL，分享他们在潮湿天气及春节期间的洗衣晾晒真实经历。这些贴近生活的故事在 TikTok 平台收获超160万次观看，生动展示了T21如何让日常生活更加便捷舒适，有效增强消费者对产品的信任感。

与此同时，社群与社交平台围绕“晾衣痛点”发起全民讨论，配合公关与数字媒体全域曝光，东芝官方 Facebook、TikTok 账号持续输出实用干货与暖心故事，活动期间总曝光量高达4690万次。

线上线下联动，强化旺季曝光

除线上发力，东芝同步布局线下场景，在购物旺季进一步提升品牌曝光度。

在河内、胡志明市机场、交通路口及核心公共区域等人流密集地段，投放LED大屏广告，累计观看量超1230万次。春节期间，在胡志明市中心区域开展巴士巡展，收获70万+曝光，进一步强化品牌的节日营销氛围。

为助力门店互动，东芝还在全国800家 MT/GT 门店内设置专属POSM物料、侧翼展架与立牌，确保T21干衣机在消费者购买决策的关键时刻保持醒目。

以创新回应真实日常需求

本次T21营销活动充分体现东芝对越南家庭的深刻洞察：潮湿季衣物异味、室内晾晒空间不足、快节奏生活下家务压力倍增……这些日常困扰，正是东芝想要解决的问题。

通过将T21热泵干衣机打造成实用型生活解决方案，让科技融入有温度的日常。“Home Heat Home”不仅仅是一次产品推广，更是东芝致力于从消费者真实需求出发，用心打造更舒适、更便捷的现代家庭生活体验的郑重承诺。