The One Off launches collaboration campaign between Toshiba and Defected Records to bring Defected Croatia 2021 to the world, via Twitch

The One Off has created an integrated campaign to promote Toshiba TV’s new built-in Twitch functionality. The campaign brings together Toshiba and New Era Music Company Defected Records inviting the world to tune into the award-winning festival taking place at the Garden Resort, Tisno in Croatia.

The One Off has created an integrated campaign to promote Toshiba TV’s new built-in Twitch functionality. The campaign brings together Toshiba and New Era Music Company Defected Records inviting the world to tune into the award-winning festival taking place at the Garden Resort, Tisno in Croatia.

Every day for six days viewers can tune in via defectedxtoshiba.com or directly on Defected Record’s Twitch channel. They’ll be treated to a live magazine show with a stellar line-up of some of house’s biggest DJs who are playing at the festival. It’ll be a true insiders’ look at what has quickly become one of the world’s most loved festivals.

Mike Beukes, an Executive Creative Director at The One Off, says: “Toshiba has world-class tech at an extremely reasonable price point. And it’s something we wanted to make sure a younger, more tech-savvy audience knew about. We’re over the moon that we could bring together this tech giant with arguably the UK’s hottest music label to create content that is enabled by tech found on the new range of Toshiba's. It’s our first step towards making Toshiba an immersive entertainment brand, first and foremost.”

The campaign has recently launched with a main push being around the festival time, when Toshiba hopes to transport as many people as possible to Tisno. James Hanson, The One Off’s Managing Director says: “We’re effectively bringing our house (music) to your house, wherever that may be. We’re all too aware that on-going changes to travel restrictions means a lot of people will miss out on summer festivals and parties this year. And so it’s great to be able to help connect people that might otherwise miss out on amazing events like this.”

Creating relevance to all-new audiences is a key part of Toshiba’s strategy going forward, says Toshiba’s UK Head of Marketing, Jess Arnould. “We had a stellar year in 2020, which saw us being propelled to the third largest TV brand in the UK by volume. We’re big fans of what Defected Records has built over the years, so it’s a true honour that we can bring our two brands together for the sake of the fans.”

This enthusiasm for the collaborative project is shared by James Kirkham, Chief Business Officer at Defected Records. “The moment I heard Toshiba were integrating the Twitch app into their product, I knew it would lead to intuitive and exciting opportunities. I’m delighted then that Defected are bringing a brand new, exclusive live show to Twitch on behalf of Toshiba, direct from our cherished Defected Croatia festival in Tisno. The format will be super authentic and bring to life the incredible sun-drenched event for millions watching and interacting at home.”

The campaign is live across a multitude of digital and social channels, including Facebook, Instagram and TikTok. Of course, if you’d like to view the show, the best place is on a Twitch-enabled Toshiba TV. But if you don’t have one, you can still tune in via defectedxtoshiba.com and Defected Record’s Twitch channel.