THE WATCH OF POWER for ALSINA Y CASALI

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THE WATCH OF POWER

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market Chile
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: ALSINA Y CASALI
Product/Service: TOYWATCH
Public Relations Director: Soledad Miranda (OMD)
General Manager: Veronica Casali (Alsina and Casali)
Media placement: Newspapper - Lun-Publimetro - 1 de abril 2010

Summary of the Campaign
Launch ToyWatch in Chile as a casual/elegant style and set a trend. We didn’t have a large enough budget to make a big campaign, neither did we have the chance to sell them at important stores. In Chile, we were in the middle of the presidential election process, so we took a chance to have the same exposure that ToyWatch had when Michelle Obama and a never-ending list of celebrities used them. We chose 2 emblematic figures to set our word of mouth strategy in motion: Karen Doggenwailler, TV host and wife of one of the candidates, and Sebastián Piñera, leading candidate according to poll results. Both persons symbolized glamour, fashion and power. We sent a Neon Plasteramic as a present for Karen Doggenweiller and Sebastian Piñera and utilized the media exposure to make ToyWatch known.

The Goal
We wanted to make ToyWatch watches known in Chile so we could transform them into the watch to look for when it comes to casual/elegant style and set a trend. We didn’t have the necessary budget to inform the media nor did we have the chance to sell them at important stores.

Results
Before the campaign, 30 watches were sold per week. After, 100 watches were sold during the same period, thus exceeding expectations by 200%. Press coverage convinced two of the three largest department stores to happily receive the brand and even announce the arrival of our product through ads. We achieved more than 130 news reports on TV, newspapers, magazines and internet, equivalent to US$250,000. This sum represented a ROI of 43.3 times the client’s investment as well as the continuation to this very day of our PR campaign for ToyWatch.

Execution
We sent a purple Neon Plasteramic watch to Karen Doggenweiller, who was later pictured using this accessory while shopping; it was the same watch owned by Michelle Obama. We instructed the photographer to take pictures that were almost identical to those of the wife of the President of the United States that were published around the world; then we sent them to the most influential section of Chile’s most important newspaper. Then we gave a red ToyWatch to the presidential candidate Sebastián Piñera. After several messages and phone calls, he started using it voluntarily in every campaign activity he had. This way, the press named our product “The Watch of Power.” Meanwhile, the candidate gifted 21 watches of different colors to his most important collaborators. During the course of the campaign, the watch became such a well known item it was a permanent topic in every interview; even after he took on the Presidency.

The Situation
Toywatch brand was entering the Chilean market, but had no budget to do mass advertising, so it was determined to make a public relations campaign.

The Strategy
In Chile, we were in the middle of the presidential election process. It was the right moment for our presidential candidates and other influential figures in current national affairs to become endorsers of the brand. This would entail the same media exposure ToyWatch had when Michelle Obama and a never-ending list of celebrities used them. We decided that the Neon Plasteramic model would be the first sight Chile would have of the brand, and we chose 2 emblematic figures to set our mouth to mouth strategy in motion: Karen Doggenwailler, TV host and wife of one of the candidates, and Sebastián Piñera, leading candidate according to poll results. Both persons symbolized glamour, fashion and power.