The Story Lab and Casio G-SHOCK teamed up with Factory Media and award-winning multi-channel network UKTV to deliver a brand new TV commission, The Indestructibles. The deal was built on an innovative content-funding model that intimately connects TV and digital audiences whilst delivering maximum added value to the brand, broadcaster and agency.
In 2015 Casio G-SHOCK set out to step-change awareness and consideration of their range of products amongst their core fans as well as a new older, broader group.
We set out to do something different and to truly stand out in an original and innovative way that befitted the heritage of the brand: creating a truly integrated campaign with Factory Media and Dave including TV sponsorship, digital, social, branded content, product placement, PR and experiential to shift perceptions and drive significant uplifts in sales.
The Indestructibles marked an innovative new model for an advertiser funded original show: an audience was cultivated online through clips and short form content, driving people to the on air show culminating in over 10m views.
We ensured that The Indestructibles had Casio G-SHOCK branding fully integrated throughout, with branded graphics and replays. It was no accident that the stunts were time sensitive, making the watches integral to the editorial narrative and allowing natural opportunities for product placement. Of course, as broadcast sponsors, we had idents all around the show and as part of the deal will retain Casio G-SHOCK’s branding every time the show is repeated and syndicated worldwide for the next five years.