The Campaign

As the official partner of the Shanghai International Film Festival (SIFF) and also the first company to help restore classic Chinese films, luxury consumer brand Jaeger-LeCoultre (JLC) hosted a series of high-profile events in a single day during the festival to promote the Chinese film industry while strengthening its own place in the culture and style spotlight. More than 200 Chinese and foreign media attended the press event, and some 1,000 guests from all over the world were present on the festival’s opening night. To help drive style and feature coverage and social media, Jaeger-LeCoultre announced its association with world famous film star Zhao Wei, as a “Friend of the Brand.” Accompanied by French director and Chairman of the Golden Goblet awards jury Jean-Jacques Annaud, Zhao Wei appeared at Jaeger-LeCoultre’s public auction party in Shanghai to promote the brand. Jaeger-LeCoultre made a special donation of the JLC Rendez-Vous Night & Day watch to the auction to demonstrate its continuous support for the development of Chinese film industry. Customized traditional and digital content was fed to fuel different media interests and yielded a month’s worth of positive exposure for the brand.

The Brief

While promoting China’s film industry and SIFF, Jaeger-LeCoultre sought to: • Enhance awareness and elevate the reputation of the Jaeger-LeCoultre brand in China • Reinforce JLC’s lead position in the luxury watch category, its spirit of invention, and unparalleled expertise • Increase understanding of JLC’s heritage and products among celebrities, consumers and media

Results

On event day, Jaeger-LeCoultre did live Weibo live reporting throughout all events. Some 40 posts attracted nearly 4,000 new followers, with total posts reaching 1,336,956. During the public auction party, more than 240 posts were made and featured on the Big Screen. During the first month following the event, 13 national TV programs featuring the brand aired and 24 online videos were posted. Over 120 website clippings were captured, along with more than 200 clippings both from traditional and digital media, creating nearly RMB13, 280,000 in advertising value. 20 interviews conducted will each generate 1-3 pages of coverage.

Execution

From April through June 2012, Jaeger-LeCoultre staged a variety of press and promotional events to spike awareness of its sponsorship. Pre-Festival: •For traditional media, Jaeger-LeCoultre held a news conference in Shanghai to announce its sponsorship, customizing pre-SIFF news materials for different media channels. •For digital media, tailor-made topics were posted on the official SINA Weibo account, while customized content about the festival and sponsorship was provided to fashion media and fashion bloggers. •An official site was established on movie and entertainment Douban.com to introduce the film-related activities in which Jaeger-LeCoultre is involved. At the Festival •In a single day, Jaeger-LeCoultre held a series of events, including a news conference, film premiere and public auction, hosting 200 media and 1000+ guests from around the world. •With new friend of the brand Zhao Wei in the spotlight, Jaeger-LeCoutltre focused on Weibo live reporting featured on big screens on-site, driving further buzz.

The Situation

As the official partner of the Shanghai International Film Fesitval for the second year, Jaeger-LeCoultre wanted to expand the event’s visibility and impact in China beyond last year’s great success. For the high-end watch company, the 2012 SIFF was an opportunity to help further excitement and energy around the Chinese film industry while connecting and building relationships with affluent consumers and style influencers in China’s.

The Strategy

• Utilize the opportunity and resources of SIFF and JLC’s association with the festival to lend additional cultural cachet and glamour to the watch brand. • Recruit endorsements from noted celebrities for JLC’s new luxury jewelry collections. • Stage a SIFF film premier and auction for invited guests and media to emphasis the linkage between Jaeger-LeCoultre and film industry. • Create media opportunities to provide a well-paced flow of interview, photo, video and feature coverage throughout the festival’s two days. Customize editorial content for different media outlets and integrate various media platforms into events.