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 aligned to both 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. However, the ambition extended beyond a summer awareness burst. Toshiba required a partnership platform capable of driving mass salience during the theatrical launch and then converting that awareness into retail sales during the critical Q4 trading period aligned with the Disney+ release.

We designed a fully integrated UK partnership that evolved with the film’s lifecycle - ensuring continuity from brand priming through to retail activation.

During the summer theatrical launch, we delivered Toshiba’s most ambitious awareness campaign to date. Activity spanned 113 national OOH sites, including exclusive digital domination at Westfield Stratford supported by live activation. Interactive AR experiences, unlocked via QR-enabled OOH, invited audiences to engage directly with the Fantastic Four universe at high dwell-time and high-footfall locations. Character-led creative ran across paid social, programmatic video and digital display, blending cinematic storytelling with Toshiba’s premium viewing credentials.

As the film transitioned to Disney+, the campaign shifted into performance mode - powered by Shopper Sphere, our proprietary audience intelligence platform. Shopper Sphere enabled us to identify and segment high-propensity, in-market TV shoppers using behavioural, retail and media signals, allowing precise targeting during peak Q4 trading.

Creative evolved from theatrical spectacle to in-home viewing moments, directly connecting the Fantastic Four experience to Toshiba TV product features. Assets were adapted across key retail partners including Amazon, Currys, Argos, AO and Very, supported by paid social, programmatic display, retail search integration and offsite-to-onsite traffic strategies. Real-time performance signals enabled optimisation toward audiences demonstrating active purchase intent, ensuring brand priming translated into smart conversion.

By maintaining creative continuity while layering in data-led retail activation, the partnership successfully merged major entertainment launch buzz with Toshiba’s Seeing Is Believing brand experience - delivering a cohesive full-funnel journey.

Across July to December 2025, the partnership delivered 144.5 million total impressions, reaching 12 million people at an average frequency of 12.1. The campaign generated 348,800 engagements and drove 251,000 outbound clicks directly to retail partners, achieving highly efficient peak retail costs of £1.25 CPM and £0.25 CPC.

The summer awareness phase delivered 100 million impressions and 34.1 million video views with a 62.5% view-through rate. Brand consideration increased by +5 percentage points among the “Give Me Quality” audience segment, while prompted ad awareness reached 28% across digital and OOH activity, alongside more than £200,000 in incremental media value.

During Q4, Shopper Sphere-powered targeting delivered a further 48.6 million impressions and 7 million reach, with strong click-through efficiency and clear correlation between retailer-level campaign activity and sales performance. The intelligent identification and activation of in-market shoppers ensured that summer brand momentum converted into measurable retail impact during peak trading.

Meanwhile, The Fantastic Four: First Steps debuted at number one at the UK box office and became the highest-grossing film in the franchise’s UK history - extending the partnership’s cultural impact from cinema to streaming, and ultimately into the living room.