In short: Jackass meets Top Gear for the social media generation, against a backdrop of extreme sports!

Tim Warwood and Adam Gendle were chosen as our intrepid presenters. Their background is in action sports (both were former pro snowboarders in a previous life), and as real life best friends, their unique on-screen chemistry glued the show together and lent it credibility.

Each episode of The Indestructibles sees Tim and Gendle dropped in different locations around Britain, where they have to take inspiration from their surroundings and dream up epic stunts that seem impossible. As if that wasn’t enough, they’re racing against the clock. They are given just 3 days, two props and £1,000 to design, build and pull off an epic stunt moment, starring an athlete from the world of action sports who they’ve cajoled into tackling their daring challenge!

More than 200 pieces of prime time brand entertainment were released across two main phases of our campaign:

Firstly, to drive anticipation, we started licensing and releasing clips of epic UGC stunts months before TX across digital and social channels as well as across our partner’s owned and operated sites.

This unconventional approach meant we’d built an audience of superfans before the show even aired!

A G-Shock Hub provided a permanent destination for fans and housed all content, social feeds, competition and product info. All content was tagged with G-SHOCK’s #EarnTheMoment, inspiring the audience to engage with the show.

The next task was to launch the show itself: releasing trailers, teasing the stunts and producing list style content celebrating the ethos of the show; all pointing towards TX. Simultaneously, targeted digital display drove users to engage further with the G-Shock range, encouraging purchase.

Our commitment to keeping entertaining stories at the heart of the campaign delivered a smash hit for all partners: delivering tonnes of shareable content, producing twelve prime time TV episodes, and selling truckloads of G-Shock watches!

G-Shock:

Brand Awareness uplift: +84%

Uplift in purchase intent: + 300%

Sales uplift: +13% G-Shock range

Product uplift: +48% hero model (GA-1100)

Product placement:

- 1456 watch shots

- 108 clock shots

- 48 bumpers

- 48 replays

Digital & Social

Video Views: 7.3m (+727% vs target)

Campaign Reach: 34.4m (+688% vs target)

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

Display Media: 2.9m Impressions

Website Views: 217k page views / 175k uniques / 3:40min dwell time

TV

Series Reach UK: 1.9m

Series tracked above slot average for ABC1

78% considered The Indestructibles a high quality programme (channel average of 62%)

PR

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