BBC Doctor Who Campaign and Event
Toshiba
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Toshiba
Toshiba
Seeing is believing
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The problem
We were briefed by Toshiba to create a unique experiential event and integrated campaign, in collaboration with Toshiba TV and BBC Studios to celebrate 60 years of Dr Who, and the ground breaking visual effects and production techniques that are synonymous with the show.
The event was to form part of Toshiba’s “Seeing is Believing” brand campaign that we launched earlier in the year, highlighting Toshiba’s commitment to bring incredible viewing experiences into the UK’s living rooms through its affordable technology. Whether it’s their favourite TV shoes, movies, or streaming content on Twitch, YouTube or TikTok.
The solution
We developed an integrated campaign that helped drive awareness of the event, sourced an audience of Dr Who fans and has helped drive Toshiba’s share of voice during the peak TV sales period.
The campaign included a competition for Doctor Who fans to attend an experiential screening and live panel event, to celebrate the 60th anniversary of the BBC’s iconic show.
An exclusive Doctor Who fan event was produced by Toshiba in conjunction with The One Off featuring never before-seen props, immersive experiences, a live streaming of the final Doctor Who special episode, and broadcasted a panel Q&A live on Twitch for tens of thousands of avid fans to enjoy from home.
The BBC partnership extended the license for Toshiba to feature Doctor Who in their channel marketing, retail point of sale, advertising, and social campaigns over the peak seasons of Black Friday and Christmas.
The media campaign included the use of Facebook, Instagram, X, TikTok (for event promotion), and Criteo Display Network (for the Black Friday & Christmas campaign elements).
The result
The campaign has delivered 6m reach, 36m impressions and over 100k visitors to Toshiba’s campaign microsite (www.seeingisbelieving.com), with 30k of users then visiting retailer product pages, with sales bucking industry trends despite challenging market conditions.
