Results and Effectiveness

“Racing Touch” became an instant hit with 80,000 downloads of the ipad magazine in two weeks’ time. Online games played 5,000+ times and 200 separate forum discussions were generated. Importantly our campaign had a direct effect on the brands’ image with 71% changed their perception: it became charismatic (75%), young (71%), and stylish (70%). 63% wanted a “Racing Touch” for Xmas. Sales volume exceeded expectations, and footfall into the shops doubled the same time last year. Enquiries about “Racing Touch” surged by 100% as it became the most popular model ever!

Creative Execution

To get into their conversations, we injected different digital elements to excite them in the coolest way. Our conversation began with their favorite gadget – the ipad. An interactive magazine was created to illustrate the watch’s tactile technology. Product placement was integrated seamlessly with stories of their favorite sports icons who shared their training journeys and how a compatible watch helped in their success. We further reinforced the trendy product image by showcasing the stories of the fashion designers and what made this watch their must have item. An online game was developed in challenging their speed on racing. Virtual fitting facilities were built in shops to encourage customers to try on the watch without a fuss! Locational-based SMS were sent to drive proximity shop visits. The campaign was pushed to the hype with the New Year’s Eves countdown at the transformed bus stop whereby a gigantic Tissot timer was built.

Insights, Strategy and the Idea

Tissot has been a well-known Swiss watch brand in many Hong Kongers’ heart. However, it was perceived as an old-fashioned, irrelevant and distant brand to consumers. To move the brand’s perception from a watch brand of dad’s generation to a desirable must have item, we need to become a huge part of these youngsters’ conversations. Our target audiences are young, sporty, trendy, gadget lovers, and always keep up with the latest trends. Insight into our target insisted that a watch is more than a timepiece. It reflects their taste & style, represents their character and even personality. Based on the characteristics of the latest model “Racing Touch”, a multi-functional sports watch with tactile technology; we connect the watch with our target audience by “touching” their different aspects of life, and create contents to drive their attention and preference.