IWC International Watch Co Ltd - "Typical Male"

Wirz

Wirz Zürich, Switzerland

Премии

9638

Бренд: IWC International Watch Co Ltd
Страна: Switzerland

Рекламодатель: IWC International Watch Co. Ltd.

Заголовок	Typical Male
Агентство	Wirz
Кампания	Image Campaign - IWC
Рекламодатель	IWC International Watch Co. Ltd.
Бренд	IWC International Watch Co Ltd
Posted	Март 2000
Продукт	Watches
Бизнес сектор	Часы
философия	Creative Strategy : IWC manufactures watches for men who appreciate the real values represented by an IWC. However, more and more women are beginning to wear IWC watches, stealing some of their unique appeal. Many men feel threatened. The new campaign takes up the idea of this threat to what has been exclusively a male preserve and does so with a generous portion of irony. Media Strategy : Until 1998, the advertising was aimed primarily at high-earning men. In 1999, the target group was extended to include women with high incomes. The quality press was selected as the exclusive basic medium. Increased advertising frequency, concentration on the most relevant advertising media and a larger number of advertisements per medium. Results : Turnover in France, Germany and Austria has risen by an average 27.8% The worldwide rise in IWC Groups turnover has far outstripped the increase in total exports by the Swiss watch industry. Numerous mentions in the press, accolades and feedback from consumers - especially women - reflect the high levels of attention the campaign and hence the Brand has attracted.
Проблема	Marketing situation: Swiss watch industry exports rose 7.9% in 1999 while IWC sales rose by no less than 27.8%. However, few watch brands communicate anything unique, if indeed they communicate anything at all, apart from showing featured photographs of their products. This makes their advertising interchangeable, hence few brands are emotionally differentiated from the competition. Advertising Objectives : To raise brand awareness. To communicate a distinctive emotional benefit. To differentiate the Brand clearly from the competition: to gain a market share of 12% and finally, to adjust IWCs brand image. IWC wishes to move away from classic understatement towards overt self-confidence and a clear positioning as a manufacturer of watches for men.
Тип медиа	Журнал
Креативный директор	Hans Peter Schweizer
Менеджер по рекламе	Thomas Ramseier
Специалист по работе с заказчиками	Michael P. Sarp
Арт-директор	Andrea Reinhart
Арт-директор	Valentina Hersmann
Копирайтер	Daniel Muller
Копирайтер	Regula Geiser
Копирайтер	Peter Rettinghausen
Менеджер по рекламе	Hans Peter Schweizer