Category:

Originals

Partnerships

Client

Casio

Country:

UK

The Story

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 while 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 among their core fans as well as a new, older, broader group.

Our team in the UK set out to do something different and to truly stand out in an original and innovative way that matched the heritage of the brand. We created a truly integrated campaign with Factory Media and broadcaster Dave including TV sponsorship, digital, social, branded content, product placement, PR and experiential to shift perceptions and drive a significant uplift 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 10 million views.

We ensured that The Indestructibles had Casio G-SHOCK branding fully integrated throughout, with branded graphics and replays. We ensured stunts were time sensitive, making the watches integral to the editorial narrative and allowing natural opportunities for product placement. As broadcast sponsors, idents surrounded 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 five years.

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The Story Lab in

Global

Address

10 Triton St

Regent’s Place

London

NW1 3BF

The Story Lab in

Singapore

Address

1 Raffles Place

#28-61 One Raffles Place
Tower 2
Singapore 048616

The Story Lab in

Australia

Address

105 York Street
South Melbourne
VIC 3205

Contact

+61 3 9693 3950

The Story Lab in

Canada

Address

1st Floor

116 Spadina Avenue

Toronto

Ontario

M5V 2K6

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

France

Address

4, Place de Saverne

Courbevoie

Paris

92400

Contact

+33 1 4116 1718

The Story Lab in

Mexico

Address

Av. Santa Fe 440 piso 11. Col. Santa Fe,

Delegación Cuajimalpa

C.P. 05348 México D.F.

The Story Lab in

Russia

Address

Presnenskaya embankment, 6/2

Imperia Tower, 123317

Moscow

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 (0)20 7430 6000

enquiries@Storylab.com

The Story Lab in

United States

Address

2nd Floor

2700 Pennsylvania Ave

Santa Monica

CA 90404

The Story Lab in

Germany (Hamburg)

Address

The Story Lab GmbH

Alsterufer 3

20354

Hamburg

Contact

+49 403575670

office.hamburg@storylab.com

The Story Lab in

The Netherlands

Address

​Moermanskkade 85

1013 BC

Postbus 15905

Amsterdam

Contact

+ 31 (0) 20 519 1700

http://storylab.com/netherlands

The Story Lab in

Austria

Address

Gumpendorfer Straße 11-13/19

1060 Wien Austria

The Story Lab in

Italy

Address

​Via Bracco 6

20159

Milano

Italy

The Story Lab in

United Kingdom (North)

Address

117-119 Portland Street

Manchester

M1 6ED

Contact

+44 (0)161 228 3909

The Story Lab in

India

Address

Poonam Chambers

6th floor, B wing

Dr. Annie Besant Road

Mumbai 400018

The Story Lab in

Ireland

Address

The Story Lab Ireland
16a The Crescent,
Monkstown
Co. Dublin

The Story Lab in

Spain

Address

The Story Lab Spain

Glorieta Mar Caribe

Edificio Tucumán

Madrid28043

The Story Lab in

Turkey

Address

Suzer Plaza

Askerocagi Cad.

No:9 K:17 34367

Sisli

Istanbul

The Story Lab in

Global

Address

10 Triton St

Regent’s Place

London

NW1 3BF

The Story Lab in

Singapore

Address

1 Raffles Place

#28-61 One Raffles Place
Tower 2
Singapore 048616

Contact

The Story Lab in

Australia

Address

105 York Street
South Melbourne
VIC 3205

Contact

+61 3 9693 3950

The Story Lab in

Canada

Address

1st Floor

116 Spadina Avenue

Toronto

Ontario

M5V 2K6

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

France

Address

4, Place de Saverne

Courbevoie

Paris

92400

Contact

+33 1 4116 1718

The Story Lab in

Mexico

Address

Av. Santa Fe 440 piso 11. Col. Santa Fe,

Delegación Cuajimalpa

C.P. 05348 México D.F.

Contact

The Story Lab in

Russia

Address

Presnenskaya embankment, 6/2

Imperia Tower, 123317

Moscow

Contact

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 (0)20 7430 6000

enquiries@Storylab.com

The Story Lab in

United States

Address

2nd Floor

2700 Pennsylvania Ave

Santa Monica

CA 90404

The Story Lab in

Germany (Hamburg)

Address

The Story Lab GmbH

Alsterufer 3

20354

Hamburg

Contact

+49 403575670

office.hamburg@storylab.com

The Story Lab in

The Netherlands

Address

​Moermanskkade 85

1013 BC

Postbus 15905

Amsterdam

Contact

+ 31 (0) 20 519 1700

http://storylab.com/netherlands

The Story Lab in

Austria

Address

Gumpendorfer Straße 11-13/19

1060 Wien Austria

The Story Lab in

Italy

Address

​Via Bracco 6

20159

Milano

Italy

Contact

The Story Lab in

United Kingdom (North)

Address

117-119 Portland Street

Manchester

M1 6ED

Contact

+44 (0)161 228 3909

The Story Lab in

India

Address

Poonam Chambers

6th floor, B wing

Dr. Annie Besant Road

Mumbai 400018

Contact

The Story Lab in

Ireland

Address

The Story Lab Ireland
16a The Crescent,
Monkstown
Co. Dublin

Contact

The Story Lab in

Spain

Address

The Story Lab Spain

Glorieta Mar Caribe

Edificio Tucumán

Madrid28043

Contact

The Story Lab in

Turkey

Address

Suzer Plaza

Askerocagi Cad.

No:9 K:17 34367

Sisli

Istanbul

Contact