Title	DEFECTED X TOSHIBA
Brand	VESTEL - TOSHIBA
Product/Service	INTEGRATED CAMPAIGN
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 Lead
Mike Beukes	The One Off	Executive Creative Director
James Hanson	The One Off	Manager Director
Marion Marougi	Vestel UK Ltd	Marketing Manager
Chris Redshaw	The One Off	Senior Graphic Design
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
Alistair Morgan	The One Off	Copywriter
Kate Lynch	The One Off	Account Executive

Why is this work relevant for Integrated?

We needed to introduce a new, younger audience to Toshiba TVs, which now have Twitch. We brought together Toshiba and Defected Records to create a live magazine-style Twitch show. Viewers could immersive themselves more in the festival than a live streamed set. Six 35-65-minute long shows over six nights showed the best of the festival, DJ set highlights, interviews, just being on the beach and more. The Twitch shows were central to the campaign, while a multi-channel approach enabled the campaign to appear across social, digital, in press, on all 11 million Toshiba TV’s in Europe’s menu and more.

Background

In the 80s, Toshiba TVs had a strong presence. But after years of not advertising, they dropped from consumers’ minds. As a result, the brand slipped from a household name to a challenger brand. In 2020, Toshiba truly had a resurgence, clambering from people’s memories into being the UK’s 3rd 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 like apps and Alexa. Which Toshiba TVs are rich in, at an extremely good price point, making them more accessible than their two main rivals ahead of them. Our objective for 2021 was to create a connection with this new audience, continue the growth seen in 2020 and defend their position in this competitive market.

Describe the creative idea

Experiences are fundamental to the Millennial generation. With the global lockdowns and people being unable to travel to music festivals for 18 months, digital experiences done right are almost as good as being there. We brought together Toshiba TVs and Defected Records to create a partnership that streamed the best of Defected Croatia 2021 live 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 bringing our house to your house. Introducing Defected x Toshiba Y/OUR HOUSE

Describe the strategy

Toshiba TVs had just launched their new app partnership with Twitch. With Millennial’s high adoption of Twitch’s, this was the perfect opportunity. Twitch has historically been about gaming. For continued growth, there’s a renewed focus on music live streaming. House music label Defected Records plays a big part, currently partnering with Twitch. Millennials prize experiences highly which the Twitch platform is excellent at creating through its live and vicarious nature. So, we created a collab campaign which brought together Defected Records and Twitch. Instead of another live streaming DJ set, we went more immersive and brought Defected’s much loved festival - Defected Croatia – to the thousands who weren’t there in a fresh way. 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 at an unbelievable scale.

Describe the execution

To do this, 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 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 across a variety of channels including on the menu of all 11 million Toshiba TVs in Europe, and appeared in places Techradar, Mixmag etc. Toshiba TVs were also delivered to super fans who couldn’t travel to Croatia.

List the results

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 7x of industry standard Brand tracking also showed significant increases in brand familiarity and sentiment with the new audience. While a 4% uplift in sales during the campaign (which was targeted to the new audience) can corollate to this relevance converting to sales. In short, we were able to connect with a new audience in a way that was credibly, highly entertaining and introduced Toshiba’s new functionality in a revolutionary way. And of course, driving a sales increase as we did.