Title	DEFECTED X TOSHIBA
Brand	VESTEL - TOSHIBA
Product/Service	INTEGRATED CAMPAIGN
Category	A07. Brand Integration & Sponsorships / Partnerships for Branded Content
Entrant	VESTEL Berkshire, UNITED KINGDOM
Idea Creation	THE ONE OFF London, UNITED KINGDOM
Media Placement	VESTEL Berkshire, UNITED KINGDOM
PR	THE ONE OFF London, UNITED KINGDOM
Production	THE ONE OFF London, UNITED KINGDOM
Production 2	DEFECTED RECORDS London, UNITED KINGDOM
Post Production	THE ONE OFF London, UNITED KINGDOM

Name	Company	Position
Jessica Arnould	Vestel UK Ltd	Head of Marketing
Sam Beason	The One Off	Motion Design
Mike Beukes	The One Off	Executive Creative Director
James Hanson	The One Off	Strategy Director
Marion Marougi	Vestel UK Ltd	Marketing Manager
Chris Redshaw	The One Off	Senior Graphic Designer
Oliver Stanley	The One Off	Digital Designer
Clare Tuckett	The One Off	Social Media Manager
Jo Weston	The One Off	Account Director
Lucy Wheller Parr	Vestel UK Ltd	Graphic Designer

Why is this work relevant for Entertainment?

Toshiba smart TVs are now Twitch enabled. We wanted to tell a new, younger audience about this in a credible and highly engaging manner. Toshiba partnered with Defected Records and created six 35-60 minute live Twitch shows to broadcast the best of Defected Croatia to the world. At its core this campaign was live, immersive entertainment at its best, getting under the skin of the festival in ways that conventional live DJ streaming would never be able to. The big dancefloor moments, impossible to come by interviews, lazy beach days, all of it, for everyone, was available via Twitch.

Background

In the 1980s, Toshiba TVs had a strong presence. But after years of not advertising, they dropped from consumers’ minds. As a result, the brand slipped from being a household name to a challenger brand. But in 2020, Toshiba enjoyed a resurgence and rose to being the UK’s third largest TV brand. This stellar year was driven largely by purchases made by an older audience, who knew the brand from their younger days. To maintain this growth, the brand needed to make in-roads with a younger millennial audience, who favour function-rich smart TVs with in-built apps and Alexa. Toshiba TVs have all this and more, and at an extremely good price point, making them more accessible than their two main rivals. Our objective for 2021 was to create a connection with this new audience, continue the growth seen in 2020, and defend Toshiba’s position in this competitive market.

Describe the creative idea

Experiences are fundamental to the millennial generation. And with global lockdowns and people being unable to travel to music festivals for 18 months, a digital experience done right is almost as good as being there. We brought together Toshiba TVs and Defected Records to create a partnership that live streamed the best of Defected Croatia 2021 on Twitch. But live streaming DJ sets is so 2020... So we created an even more immersive experience to give viewers a vicarious taste of the festival: a live magazine show broadcasting the best of the festival, every day of the festival. In essence, we brought our house to your house. Introducing Defected x Toshiba Y/OUR HOUSE

Describe the strategy

Toshiba TVs had just launched their partnership with Twitch. Thanks to its vicarious nature, Twitch excels at creating immersive digital experiences, which are highly prized by millennials. It was the perfect opportunity to connect Toshiba with this audience. Twitch has historically been about gaming. But there’s also a strong focus on live music. Defected Records, a house label, plays a big part in Twitch’s live music offering. So, we created a campaign that partnered together Toshiba, Defected and Twitch. And instead of just another live DJ set, we went more immersive and brought Defected’s much loved festival – Defected Croatia – right into the homes of people who couldn’t be there in person. This enabled Toshiba to be highly relevant to a new audience via an amazingly credible partner. It also communicated that Toshiba TVs were Twitch enabled, while giving an immersive product demo on an unbelievable scale.

Describe the execution

We created a live Twitch show called Y/OUR HOUSE. But live streaming DJ sets is so 2020... So we created an even more immersive experience to give viewers a vicarious taste of what it’s like to be at the Defected Croatia festival: a live magazine show that broadcast the best of the festival, every day of the festival. For six nights, at 9pm UK time, fans could tune into Y/OUR HOUSE via Twitch and experience all the highlights from the day. The show included interviews with headliners, dance floors highlights, stories from punters, and all the magic you’d enjoy if you were there. The campaign driving people to watch the show utilised multiple channels, including the actual menu of the 11 million Toshiba TVs in Europe, and it appeared in places like Techradar, Mixmag and more. Toshiba TVs were also gifted to super fans who couldn’t travel to Croatia.

Describe the outcome

248,000,000 impressions 72,000 hours of content watched 4% sales increase of Toshiba TVs during campaign period 4,800,000 organic reach (3.2m – Defected | 1.6m - Toshiba) CTR 7 x of industry standard Brand tracking also showed significant increases in brand familiarity and sentiment with the new audience. A 4% uplift in sales during the campaign (which was targeted at the new audience) can be attributed to this increase in brand familiarity. In short, we were able to connect with a new audience in a way that was credible, highly entertaining, and which introduced Toshiba’s new functionality in a revolutionary way. And, of course, driving a sales increase as we did.