FT by ZenithOptimedia Paris for JAEGER-LECOULTRE

FT

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market France
Agency ZenithOptimedia Paris
Released June 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: JAEGER-LECOULTRE
Product/Service: LUXURY WATCHES
Date of First Appearance: Jun 17 2009 12:00AM
Entrant Company: ZENITH OPTIMEDIA, Levallois-Perret, FRANCE
Entry URL: http://behindthedial.ft.com/
International Director: Alexis Thanasoulas (ZenithOptimedia)
International Brand Director: Sandrine Grognu (ZenithOptimedia)
International Online Director: Bérangère Boulon (ZenithOptimedia)
Buying Executive: Golnaz Zarghami (ZenithOptimedia)
Media Manager: Lydie Foulon (Jaeger-LeCoultre)
Communications Director: Corinne Paget-Blanc (Jaeger-LeCoultre)
Media Executive: Gwenaelle Pourcelot (Jaeger-LeCoultre)
International Business Development Director: Marco Rigon (Phonevalley)
Media placement: Internet - FT.com - 17 June 2009
Media placement: Mobile - Iphone - 3 October 2009

Results and Effectiveness
50% of the yearly traffic guarantee in terms of visits on FT.com microsite has been reached in a 3-month media campaign. On average, each visitor viewed 7.4 pages. A lot of PR and marketing actions (as SEM campaign by FT) are being done by the three partners (FT, JLC and ZO) to make noise around this innovative and powerful operation. The traffic to the microsite from other websites than FT.com therefore reached 50%. On November 15th, 100,000 downloads of the iPhone application have occurred which placed Jaeger-LeCoultre lessons as 5% of the most downloaded applications from the App Store.

Creative Execution
The communication targets to strengthen the international brand status of watch reference on 25–44 year-old males, €80k+ with a priority on Europe & Asia. Since the male watch lovers are being chased by all the watch brands in print and display campaigns, the media agency focused on three chosen methodologies: be daring, innovative and different, to compensate the weakness of the media investment. To insure the best top of mind and frequency, the campaign runs annually in print and digital: - Creation of an integrated microsite in an editorial section of FT.com , updated all year long with multimedia contents - A yearly media campaign in display in FT.com - A yearly print campaign in magazines and newspapers, with a message coherence on fine watchmaking. - The launch of an iPhone application strengthening Jaeger-LeCoultre’s expertise with a watchmaking school application.

Insights, Strategy & the Idea
As of 2008, the crisis broke the luxury market and sales have been eroded. Luxury brands now have to focus on their core target: those who still have enough assets and incomes to keep on consuming luxury goods. In addition, many competitors reposition to fine watchmaking, attacking Jaeger-LeCoultre on their core position. Due to the repositioning of watch competitors, Jaeger-LeCoultre needs to reassert its expertise towards the watch lovers. The objectives of the campaign are to create a preference for Jaeger-LeCoultre, reassert the brand legitimacy and expertise on the fine watchmaking segment and create a buzz on the international community. The media agency translated the KPIs into the exposition to the brand content via a number of contacts (number impressions, visits to the micro-site, time spent on the brand micro-site, downloads of iPhone applications, number of GRPs). The team also negotiates the implementation of a pre-post survey to monitor the changing perception of the users towards the brand (results: May 2010).