by: Joseph Scurro
website: www.discount-watches-guide.com
In Autumn 2003, Seiko Watch Company launches
two new design series, Arctura and Vivace, a new watch calibre,
the 7L22 Kinetic Chronograph and a new brand campaign. The
entire programme is being launched simultaneously in Europe,
USA and Australasia and will be rolled out in early 2004 to
all other major markets.
The Idea
The new Seiko watch campaign is based on the insight that
one's choice of watch is entirely personal – the brand,
the design and the functions all reflect the type of person
that each individual is and wants to be seen to be. One's
watch is like a window into one's personality and, as such,
each person decides, through his or her choice of watch, how
the world will see them.
The Creation
The watch campaign was created by The Martin Agency, Seiko's
long-term partner in the USA and was shot in Menorca, Barcelona
and New York by 2 leading photographers and directors.
The Media and the money
The campaign will run on television, in cinema, in print media
of all types and on outdoor poster sites. The 2003/04 global
media budget will be in excess of Euro 12,000,000. In addition,
the campaign will be featured in over 6,000 points-of-sale
and on all Seiko sports watch websites. It will run throughout
Europe, the USA, Canada, Australasia and other major markets.
The new Arctura advertisement will run for the first time
in the Europe edition of Newsweek and the International Herald
Tribune in mid October 2003.
The TV commercial was shot on the Mediterranean island of
Menorca. As in the print advertisement, Seiko's actor ambassadors
are seated on their favourite chairs, against the dramatic
background of a marble quarry, and they describe the way that
their watches reflect and express their personalities. The
Seiko Arctura Kinetic Chronograph, shot in extreme close-up,
is cast as the hero of the film. The personalities in the
commercial, as in the print advertisements, are shot in black
and white, whereas the watches are shot in colour.
The print campaign features the Seiko Arctura range for men
and the new Vivace collection for woman. The TV commercial
focused uniquely on Arctura.
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