WATCHES OF SWITZERLAND PROMOTES THE WORLD’S MOST IRRESISTIBLE SELECTION OF LUXURY WATCHES
Published 25 July 2014
As part of their first advertising campaign in over 30 years, luxury goods company, Watches of Switzerland has teamed up with taxi advertising specialists Ubiquitous to brand five Liveries for London. The striking black and white taxi creative is part of a series that pays homage to the Alfred Hitchcock movie, The Birds, by depicting magpies flocking to the model having spotted her gold watch. The accompanying strapline, “The world’s most irresistible selection of luxury watches” reinforces the thinking that these watches are made to be coveted.
The campaign, which is turning heads in the capital for eight weeks’ promotes the brand’s new flagship store on Regent Street on both the outside and the inside of the taxis. Branded interior tip-seats continue The Birds theme, showing the model in front of the Regent Street store, shielding herself from a flock of magpies with their eyes on her luxurious watch. In each creative execution the model can be seen wearing a different watch, showcasing two of the fine brands available from Watches of Switzerland. In addition, the taxi drivers will be handing out branded receipts as part of the campaign, ensuring Watches of Switzerland stay front of mind with high-end consumers long after their journey has finished.
Nikki Cartwright, Head of Retail Marketing at Watches of Switzerland, said: “It’s been more than 30 years since our last ad campaign, it was important for us to create something that would really break the mould and stand out within the luxury watch category. The iconic synergy between the London taxi, the Hitchcock-led creative and the famous brands available at Watches of Switzerland made this campaign an obvious choice for us. The Liveries will ensure we are raising our brand profile as well as generating awareness of the store opening, whilst engaging a high-quality target audience right across the capital.”
Andrew Barnett, Managing Director of Ubiquitous, added: “Taxis are frequented all day, every day by an AB audience, whether they are attending meetings or out shopping. There is no other Outdoor format that can reach Watches of Switzerland’s upmarket target audience with a higher-quality engagement, than the London taxi. What’s more, interior tip-seats allow Watches of Switzerland to communicate directly one-on-one with this audience, a unique and personal experience, unavailable elsewhere.”