THE WATCH STAND

TitleTHE WATCH STAND
BrandSEIKO WATCH CORPORATION
Product / ServiceWIRED
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantHAT INC. Tokyo, JAPAN
Idea Creation CHERRY Tokyo, JAPAN
Idea Creation 2 ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN
Media Placement ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN
PR ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN
Production HAT INC. Tokyo, JAPAN

Credits

Name Company Position
Shotaro Nieda CHERRY Inc. Creative Director
Masato Nakamura ADK Marketing Solutions Inc. Account Executive
Akina Okabe ADK Marketing Solutions Inc. Account Executive
Aya Shibata ADK Marketing Solutions Inc. Account Executive
Yusuke Watanabe HAT INC. Producer
Masaki Uesugi HAT INC. Production Manager
Naoya Yamaguchi HAT INC. Director
Tetsuro Hirano Freelance Cinematographer
Tomohiro Takahashi Freelance Lighting
Enzo - R.mond inc Art designer
Tsuyoshi Takahashi Decoration inc. Stylist
EBARA - W inc. Hair & Makeup
Airi Takesaki HAT INC. Casting Director
Udai Iwasaki Sun Music Production Actor
Reiya Masaki FIT Co., Ltd. Actor
Karin Ono ALPHA AGENCY Actor
Fumika Kakizaki WAX Location Coordinator
Toshiki Kamei CUTTERS STUDIOS Colorist
Tsuyoshi Igawa Freelance Editor
Kiyoharu Matsuzaki IMAGICA inc. Mixer
Kyohei Isomura Rokuonjo Sound Effect
Monaural mini plug - Freelance Music Artist

Why is this work relevant for Entertainment?

It is “unskippable” comedic content based on the conversation between a stall owner and customers while depicting sales in action. It showed young people, who are now rarely in the habit of wearing wristwatches, how it can be fun to “see, talk about, touch and choose” watches at a store as a form of entertainment.

Background

With cell phones and smartwatches now widely used, the habit of wearing wristwatches and the idea that they are status symbols are fading among the younger generation. WIRED, a casual watch brand that has a 20-year history going back to 2000, wanted to get young people to go to watch stores while conveying to watch store staff how they should communicate with young people to show the value of watches when they come as customers.

Describe the creative idea

We produced and released a comedic movie based on the conversation between a young couple and the owner of a wristwatch stall. The stage was set at a stall that looks like it might sell counterfeit brand wristwatches, a familiar sight on the streets of Asian, and had a full lineup of WIRED-branded watches (real ones, of course). It used its casual dialogue to show the fun of looking at, touching and choosing a wristwatch, while demonstrating how staff should talk to young people.

Describe the strategy

This movie portrayed a skit that constructed a setting and worldview that is the exact opposite of a real watch store while also focusing on the “interaction between customers and staff selling merchandise.” It is specifically set on the street of a fictional city with a diverse mixture of Asian cultures. Placing various languages and street food in various places on the street, we created a street and stall (street vendor) that evokes memories in many people even though it is not an actual place. The content of the skit also portrayed the real feelings of young people about watches, and became an unskippable piece of entertainment with its fast-paced mismatched dialogue between the couple and the stall owner doing his sales pitch.

Describe the execution

Set on the street of a fictional city with a diverse mixture of Asian cultures, by melding art that mixes various Asian elements with a market used until a year ago, it created a street and stall that evokes memories in many people even though it is an imagined place. The video shows the conversation between a young couple that comes across a wristwatch stall owner. The couple thinks watches are unnecessary because of smartphones, and responds coldly to the man’s fevered sales pitch in the beginning. Later, the stall owner takes a softer approach and gradually breaks the ice with the couple and shows them the good points of the watches that best suit them. But the story ends with the couple deciding to buy them at an actual watch store and leave while thanking the man. It aptly reached both young people and those working in watch stores.

Describe the outcome

It has become the most widely viewed and engaging content in the WIRED brand’s 20-year history, and the number of target audience viewers actually visiting watch stores reached 220% the number from the same period of the previous year.

Links

Video URL