CASIO G-SHOCK SHOCK THE WORLD

TitleCASIO G-SHOCK SHOCK THE WORLD
BrandCASIO
Product / ServiceG-SHOCK
CategoryA13. Excellence in Partnerships between a Content Producer and a Brand/Product/Talent
EntrantTRIO ISOBAR Shanghai, CHINA
Idea Creation TRIO ISOBAR Shanghai, CHINA
Production TRIO ISOBAR Shanghai, CHINA
Media TRIO ISOBAR Shanghai, CHINA

Credits

Name Company Position
Tim Peng Trio Isobar Creative Director

The Campaign

The core idea is “Professional-ism” that encourages the professionals to express their true-selves. The co-operation between G-Shock and Jay Chou perfectly demonstrated the spirit of professionalism and self-expression with the product, the brand content, and the concert.

Creative Execution

The brand video was directed by Jay Chou, and performed by his celebrity friends. The video expressed the professionalism and specialty of the brand and product. In addition, the teaser and the making-of video also generates great viewership. Warm-up: a 30 second teaser video was released to social media and rally Jay’s fans to participate and spread. Engagement: Release the core content and promote the concert to motivate consumers to purchase the products to get the invitation. The sales promotion: Consumers purchase Master of G in the offline store and scan the QR code to follow G-shock’s social account and get a chance to win the invitation to the concert. The concert: Reveal the new model of the year to the press and distributors, follow by the concert when the consumers join. Release of Mr. J limited addition after the concert to create a new wave of publicities.

During a two month campaign period, • The brand exposure on social media reached 13.7 million • The brand video was viewed 9.6 million • 8000 people attended the concert • 26,000 The H5 engagement reached 26000 times • Product Sales grew by 200% compared with the same period last year.

In China, most brands only use celebrity as brand ambassador to promote their products. In this project, we developed a new model to co-operate with celebrity for G-Shock, by inviting Jay Chou, the most influential superstar in Asia, to be a business partner to direct the brand videos, to perform in a VIP concert and to design the limited edition of Master G for his own fashion brand, "Mr. J". As a result, G-Shock generates publicity, and engages with its' distributors and fans while Jay Chou strengthens the product range of his own fashion brand and promote his artists.

Our strategy was to have an innovative co-operation with celebrity to create a new brand experience via the product and the Shock-the-world concert. First, the new brand video of Master of G was directed by Jay Chou. Then through the engagement on social media and the purchase of Master of G, consumers can win tickets of the VIP concert of Jay Chou and his artists. The VIP concert served as an opportunity to engage with the press, the distributors and hard core fans. After the concert, G-Shock and Jay Chou jointly released the limited edition of Master of G exclusively for Mr J, Jay Chou’s fashion brand to create another wave of publicities.

Links

Video URL