The Indestructibles is an innovative, multiplatform series made up of 12 x 30mins TV shows & 110 short form digital episodes, delivered across social media, Publisher's owned websites & syndicated partners. In each episode the clock is ticking as the team is challenged to execute a spectacular stunt inspired by short-form viral clips. Our intrepid presenters were given three days, two props and £1,000 to generate the idea, test it, get it built and find an athlete brave enough to make it happen.

With 35 years of heritage the publisher is deeply connected to the roots of action sports and world class athletes. To appeal to mass social audiences and to win mainstream broadcast slots we knew we needed very high production values and an entertainment focused spine. To work for Casio G-Shock the format had to showcase the product in a way that was authentic and OFCOM compliant.

To achieve the client’s objectives, hit production & TV scheduling deadlines, we had to adopt an innovative, data driven, iterative approach to the content. Data was constantly used to increase brand awareness, product consideration, intent to purchase and translate into sales.

An initial testing phase analysed our audience assumptions & provided key insights into which social platforms we should focus and what content worked best.

An engage phase supported the client’s planned experiential campaign to raise awareness of the brand digitally & socially. Licensed archive content was used to leverage social sharing, drive traffic to a content hub & the client’s product site. Content was repurposed for different platforms.

A spike phase, post-TX was designed to hook social viewers with the key payoff from each episode, drive catch up views & watch sales. Later episodes became more DR focused and creative was tweaked to feature watch models to drive sales.

Brand

ROI 11:1

Brand Awareness uplift = +84%

Uplift in intent to purchase =+ 300%

Overall Sales uplift in campaign period +13% watch sales

Key promoted product category uplift = +48% watch sales

Stitched in TV Branding (5 years) - 1456 watch shots - 108 clock shots - 48 bumpers - 48 replays

Digital & Social

Video Views - 7.3m across 110 pieces = +727% on target

Campaign Reach - 34.4m social & digital platforms = +688% on target

Engaged Users - 2.3m (Likes, Shares, Comments & Clicks)

Display Media - 2.9m Impressions

Website Views - 217k page views - 175k unique visitors - 3:40min dwell time

Digital Branding - 110 stings - 110 endboards - 250 CTA

TV

Series Reach UK - 1.9m

Series tracked above slot average for ABC1

ATV 72% (average of 62%)

AI 81% (average of 72%)

78% considered The Indestructibles a high quality programme

PR

12 pick of the days digital & print - PR Value £392k