Casio G-SHOCK had a major strategic challenge. The Apple Watch was due to launch in their key buying period over Christmas. How do you maximise your marketing budget for the greatest cut-through and get TV, social and digital working together? Each element needed to add something to the campaign, with minimal wastage and maximum reach and engagement.
The Indestructibles with Casio G-SHOCK model was unique, using the team’s strengths in a wealth of key areas and producing content for all digital and TV platforms.
The solution was to team up with UKTV to create 12 epic moments, featuring world-class athletes, targeted to a mass but engaged audience and sharing them across multiple distribution channels.
We wrapped a £1m production budget and £1m of digital and social marketing around a co-viewing TV format, and built awareness prior to the show through social formats on Facebook, Twitter, YouTube and O&O channels.
The Indestructibles with Casio G-SHOCK was Factory’s first entry into broadcast, but fitted perfectly with their ambition to just produce great content – whether social, digital, TV, branded or editorial. I headed up the programme of content, marketing, digital production and delivery to various clients together, alongside an Executive Producer, Creative Director as well as in-house production, audience and distribution teams. I was also main point of client contact and media agency.
Factory Media is a leading specialist in Action Sports, Outdoor Pursuits and Adventure Travel, they have over 32 years of heritage and experience in this world.
They conceive, create and deliver bespoke branded content and campaigns, distributed through an in-house publishing network, owned and operated channels, social audiences and client platforms.
Providing access and insight into the cultures of Action Sports, Outdoor Pursuits and Adventure Travel, their content is directed at an influential audience of over 385 million global fans every month.