MONDAINE Promo THE WATCH CATALOGUE by Pro Brasil Propaganda

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THE WATCH CATALOGUE

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR
Market Brazil
Agency Pro Brasil Propaganda
Creative Director Alexandre Level
Art Director Frederico Gontijo, Flaviano Souza
Copywriter Alexandre Santos
Photographer Carlao Busato, Leandro Bifano
Released October 2010

Credits & Description

Category: Durable Goods
Advertiser: MONDAINE
Product/Service: WATCHES
Agency: PRO BRASIL PROPAGANDA
Date of First Appearance: Oct 20 2010
Entrant Company: PRO BRASIL PROPAGANDA, Belo Horizonte, BRAZIL
Creative Vice President: Julio Alves (Pro Brasil Propaganda)
Creative Director: Alexandre Level (Pro Brasil Propaganda)
Copywriter: Alexandre Santos (Pro Brasil Propaganda)
Copywritter: Alexandre Level (Pro Brasil Propaganda)
Art Director: Frederico Gontijo (Pro Brasil Propaganda)
Art Director: Flaviano Souza (Pro Brasil Propaganda)
Ilustrator: Julio Reis (Pro Brasil Propaganda)
Account Director: Euler Brandao (Pro Brasil Propaganda)
Media Director: Claudia Cordeiro (Pro Brasil Propaganda)
Account Manager: Mariane Medeiros (Pro Brasil Propaganda)
Account Assistant: Flavia Dutra (Pro Brasil Propaganda)
Planner: Suzana Schneider (Pro Brasil Propaganda)
Creative Planner: Caule Rodrigues (Pro Brasil Propaganda)
Media Manager: Siria Guimaraes (Pro Brasil Propaganda)
Graphic Producer: Marcia Cancado (Pro Brasil Propaganda)
Graphic Designer: Leonardo Sousa (Nono Brands)
Photographer: Carlao (Studio Click)
Photographer: Leandro Bifano (Dois Por Um)
Graphic Producer: Ilacir Cesar (Cavalo Marinho)
Media placement: Catalogue - Reatilers Around Brazil - 20 October 2010
Describe the objective of the promotion.
Draw the attention of watch retailers to a new model of Mondaine, the Mondaine Twist - a” swap strap” model. This line of watches allows the customer to to put together a model with different colors by changing the parts.
Describe how the promotion developed from concept to implementation.
The key point was: how to transform a simple plastic watch into an interesting and adaptable fashion accessory?
The strategy was to surprise the retailer, creating something that was able to catch his attention and also arouse interest to keep the object with himself - consequently, the brand and the product.
We created a different product catalogue: besides showing the products, it could be used afterwards.
Explain why the method of promotion was most relevant to the product or service.
For the first time, the retailers were sent a watch catalogue that was also a watch. Or, a watch that is a catalogue. This watch, after assembled, can be hung on the wall or put on the counter. The catalogue also has six different options of stickers to change the dial, just like the actual product, which offers stickers to color the dial.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Result - 100% of the watch retailers that received the catalogue placed orders for the new Mondaine Twist. A totally new result for the brand. But not everybody hang the watch on the wall. Many retailers took them home...