NEWSPAPER WRIST WATCH - LUCERNE by Ace Saatchi & Saatchi Makati for Lucerna Watch

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NEWSPAPER WRIST WATCH - LUCERNE

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Direct marketing
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Ben Deluyas, Trixie Diyco
Art Director Gabby Tripon, Yuyu Yu
Copywriter Gelo Suarez, Jordan Santos
Account Supervisor Carol Arellano
Released January 2012

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: INVEST TIME
Product/Service: LUCERNE WATCH
Agency: ACE SAATCHI & SAATCHI
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Creative Director: Ben Deluyas (Ace Saatchi & Saatchi)
Copywriter: Jordan Santos (Ace Saatchi & Saatchi)
Copywriter: Gelo Suarez (Ace Saatchi & Saatchi)
Art Director: Gabby Tripon (Ace Saatchi & Saatchi)
Art Director: Yuyu Yu (Ace Saatchi & Saatchi)
Art Buyer: Dennis Obien (Ace Saatchi & Saatchi)
Account Supervisor: Carol Arellano (Ace Saatchi & Saatchi)
Account Manager: Edge Montero (Ace Saatchi & Saatchi)
Account Manager: Neil Cabaluna (Ace Saatchi & Saatchi)
Planner: Natalie Ang (Ace Saatchi & Saatchi)
Media placement: NEWS PAPER MEDIA - Philippine Daily Inquirer - NOVEMBER 9, 2011
Media placement: NEWS PAPER MEDIA - Philippine Daily Inquirer - NOVEMBER 15, 2011
Media placement: NEWS PAPER MEDIA - THE BUSINESS WORLD - JANUARY 12, 2012

Describe the brief/objective of the direct campaign.
Lucerne, a leading retailer of luxury wristwatches, wanted to entice new and existing customers from the class A sector to visit its stores, and of course, make a purchase.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea- newspaper wristwatches consumers can wear on their actual wrist. This allowed our target consumers to try on and choose from several luxury wristwatches even while reading the morning paper.

Explain why the creative execution was relevant to the product or service.
By placing the ad on the leftmost portion of the newspaper, nearest to his wrist, all the consumer had to do was place his wrist underneath the watch he liked. That easily, he was able to see how the watch looked on his wrist. Since luxury wristwatches cost up to US$20,000, it was a significant service to consumers, to allow them to try the watches before buying.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within the first week, store visits increased by 40%. And in the 3 weeks that followed, sales increased by 80%, of which 70% were made to people who presented the print ad to the actual store, pointing out the models they were interested in.