Driving brand awareness and engagement through entertainment

As part of Vestel’s partnership with Disney, Toshiba collaborated with Marvel for the global theatrical release of The Fantastic Four: First Steps. The objective was to strengthen Toshiba’s Seeing Is Believing brand proposition through a multi-channel campaign that aligned with the film’s summer release and Toshiba’s peak sales season. 

We were tasked with delivering large-scale awareness, engaging entertainment-loving audiences, and positioning Toshiba as a leading TV brand for exceptional viewing experiences. 

We designed and executed a full-funnel media strategy combining cinematic storytelling with brand-driven communication. 

The UK campaign ran in summer 2025, aligning with the movie’s theatrical release window. Activity spanned national OOH billboards (with interactive AR QR code), a special OOH domination and event activation at Westfield Stratford, and an integrated digital media campaign driving awareness and engagement through video display, in-stream video, paid social across Facebook, Instagram, TikTok and programmatic networks. 

Four creatives featuring Mister Fantastic, Human Torch, Invisible Woman and The Thing delivered dynamic storytelling across two phases: “Coming 24 July” and “Out Now”. 

The campaign achieved standout national high-impact media and digital experience engagement, social content and retail integration - successfully merging theatrical launch buzz with Toshiba’s Seeing Is Believing brand experience to drive awareness, salience and consideration amongst target audiences. 

The national UK campaign delivered over 100 million total impacts, reaching 10 million people at an average frequency of 10. Video performance was particularly strong, generating 34.1 million views and achieving an impressive 62.5% view-through rate, reflecting high levels of audience engagement with the creative.

 Out-of-home activity spanned 113 sites nationwide and drove 60,500 digital engagements, while the immersive AR experience generated 1,000 interactive Fan4 activations. The partnership also delivered significant added value, producing more than £200,000 in incremental media value.

 Crucially, the campaign drove measurable brand uplift, increasing consideration by +5% among the ‘Give Me Quality’ audience segment (rising from 32% to 37%, Source: Controlled Survey Future Consideration Q3 2025). At the same time, The Fantastic Four: First Steps debuted at number one in the UK and became the highest-grossing film in the franchise’s UK history, amplifying the impact of Toshiba’s Seeing Is Believing brand alignment at a pivotal commercial moment.