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Concept
To demonstrate Toshiba’s “Seeing Is Believing” proposition, The One Off helped shape a UK-exclusive partnership with Disney / Marvel Studios around The Fantastic Four: First Steps.
Rather than a traditional film sponsorship, the campaign was designed as a creative platform that could evolve across the marketing funnel and through the retail calendar. The cinematic spectacle of the Marvel universe provided a culturally relevant moment to build mass awareness, while the creative system was flexible enough to adapt as the campaign moved into peak sales season.

Character-led executions featuring Mister Fantastic, Invisible Woman, Human Torch and The Thing showcased the scale, colour and motion of the film, bringing Toshiba’s display technology to life, in the retro-futuristic aesthetic of the movie. As the campaign progressed from theatrical launch to the Disney+ release and into Black Friday and Christmas trading, the creative evolved to highlight Toshiba TV features and retail messaging - maintaining visual consistency while shifting from inspiration to purchase.

Execution
The campaign was designed as an integrated system that worked on multiple levels - building cultural impact, activating high-intent audiences and supporting retail partners at the point of purchase. Character-led creative featuring the Fantastic Four heroes ran across national OOH featuring AR activation, mall digital OOH site at launch, paid social and programmatic display, building visibility around the theatrical release and bringing Toshiba’s “Seeing Is Believing” message to life through cinematic visuals.

As the campaign transitioned to the Disney+ release and peak retail trading period, creative evolved to highlight Toshiba TV features including screen size, picture clarity and immersive viewing - reframing the cinematic experience as something consumers could enjoy at home.

Powered by Shopper Sphere, The One Off’s data-driven media and creative framework, the campaign also responded to shopper intent signals, identifying audiences actively researching TVs and activating them through digital media.

The partnership extended deep into the retail ecosystem, appearing across retailer websites, category screenfills, product pages and Google Shopping search results. Retail partners including Argos, Currys, Amazon, Very, AO and EE effectively amplified the campaign through their own channel marketing activity - reinforcing the partnership at the exact moment consumers were researching TVs.

Results
The integrated campaign connected brand storytelling with retail conversion across the entire shopper journey.
• 144.5 million impressions
• 12 million reach
• 251,000 clicks to retail
• +5 point uplift in brand consideration
• Toshiba’s largest combined awareness and conversion campaign to date

Crucially, campaign-driven activity aligned closely with peak retail sales performance during Black Friday and Christmas trading periods, with consistent uplift observed across major retail partners. The Fantastic Four: First Steps was global box office success - the campaign generated strong cultural momentum, amplify visibility and impact of the partnership across media, retail and search environments.

The work demonstrated how intelligent media deployment, retail integration and smart partnership-led amplification can generate national-scale commercial impact from a tightly managed budget.