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

  • 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

    Year: 2021

Next

Tideway - Loo Gardens