The ultimate immersive product demo for the Twitch generation.
Toshiba had just launched Twitch as part of their new TVs. We need to announce it to the world. So, We brought together Toshiba TVs and Defected Records to create a partnership that streamed the best of Defected Croatia 2021 live on Twitch.
But just 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.
Case study video
The campaign used a variety of channels to drive traffic to view the Twitch show on the campaign’s microsite. This is the trailer.
At 10pm Croatian time (which was 9pm UK time – perfect for our audience), fans could tune into Y/OUR HOUSE via Twitch and experience all the highlights from the day. The show included interviews with headline acts, the best moments on the dance floors, stories from punters on the ground, and all the magic you’d enjoy if you were actually there.
Y/OUR HOUSE blended the authenticity of a live show with the polished production values of a highlights video. Each show documented the vibrancy of the festival and gave you the feeling of genuinely being there. To achieve this, and to break the traditional mould of TV production, we had a network of roving reporter-shooter-editors using a range of kit from iPhones to Black Magic cameras. This mobile, low-impact approach captured the authentic feel of the festival and allowed the teams to get into the heart of the action.
Fans could tune into the show on Defected’s Twitch page and microsite, which we updated daily. While the Defected Twitch page focused on live content, the microsite allowed fans to tune into the show (both live and on catchup), find out about Toshiba TVs, and also enter a competition. The microsite evolved through three phases to ensure the best content was always available.
Party packs were given away to Defected super fans who couldn’t make it, as well as to Toshiba TV competition winners. The packs included fun ways to vicariously enjoy the fest – loads of Defected merch, along with a Twitch-enabled Toshiba smart TV and sound bar. The gifts’ arrival and unpacking was part of the experience and led to additional social streams from the recipients.
Awards
The Drum
Integrated - Highly commended
Branded content - Nominated
Team
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
Client: Toshiba
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