The ultimate immersive product demo for the Twitch generation.
BRAND PARTNERSHIPS | ENTERTAINMENT | INTEGRATED CAMPAIGN | EARNED MEDIA
TOSHIBA X DEFECTED RECORDS
Brief
Toshiba had just launched Twitch functionality for their TVs — a first in the category. But the brand lacked relevance with younger audiences who had no historic connection to it. Our job: make them look again.
Solution
During the pandemic, live DJ sets and gigs had moved online — and Twitch was keen to diversify beyond gaming. With Defected Records newly named as a cultural partner, we saw an opportunity
We brokered a partnership between Toshiba and Defected to become the official content sponsor of Defected Croatia 2021. But rather than just stream DJ sets, we created a nightly magazine-style show — capturing backstage access, hidden corners of the festival, and exclusive interviews, streamed live at 9pm on Twitch.
Production teams worked from midday to 8am, editing on the fly to deliver a fresh show each night. It drew a global audience — and the world’s biggest DJs were lining up to be featured, without us paying a single appearance fee.
Results
Content watched: 76.5k hours
Sales: 4% increase during campaign
Impressions: 248 million
Case study video
Content highlights
Trailer
Episode 4
Episode 3
Episode 5
Campaign highlights
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The Drum
Integrated - Highly commended
Branded content - Nominated -
Agency: The One Off
Executive creative directors: Mike Beukes | Dave Ford
Art directors / designers: Chris Redshaw | Millie Middlebrook | Sarah Rose | Megan Williams | Lucy Wheller Parr
Artworkers: Martin Wade | Emma Pearce | Steve Mleczek
Client service: Jo Weston | Clare Tuckett | Jessica Thompson | Kate Lynch
Copywriters: Alistair Morgan | Mike Beukes
Design director: Anais Honguet
Digital design director: Jonathan Engstrom
Motion designers: Sam Beeson | Alex Black
Digital designers: Oliver Stanley | Leon Anthony Smith
Strategy director: James Hanson
Strategist: Charlotte Hurd
Social media manager: Clare Tuckett
Record company: Defected Records
Head of marketing: Jessica Arnould
Marketing manager: Marion Marougi
Production company: The One Off | Defected Records | Alternative Vision
Producer / Director: Lucy Winter
Presenter: Melvo Baptiste
Camera & live streaming: Dave Brown / Alternative Vision
Camera: Gurbs Dosanjh
Media Agency: PhD
Business director: Adam Constable
Digital account manager: Flo Fouché
Digital planner: Ben Rodericks
Media manager: Katherine Sanderson
PR agency: Fever