TAG Heuer

About the project

THE CHALLENGE

TAG Heuer challenged us to drive awareness of their ultimate sports watch inspired by the aquatic world, Aquaracer. The brand requested social-first content that reflected the luxury nature of the product. With this in mind, we used a 13-person production crew to shoot a talent-led video series and professional photographers to capture a bank of imagery with a premium aesthetic for the talent to publish on their channels. Interpreting the TAG Heuer strapline of ‘don’t crack under pressure’, we cast six talent, each with a very different life story, but all with a strong sense of adventure. Each narrative would be authentically told by them to take their audiences on a personal journey, showing how striving for success requires an adventurous spirit and a lot of self-belief and determination.

THE PLOT & SETTING

We worked with an experiential travel company to put together an action-packed itinerary in the Scottish Highlands that facilitated the talent to create a wealth of organic content, as well as allow for the production crew to capture footage of the talent under physical pressure. The 3-day adventure included kayaking, driving and offroading, canyoning, a helicopter ride and hiking; creating countless opportunities to showcase the Aquaracer in its ultimate environment. We created 55 pieces of content including seven video edits that were shared across the talent’s respective channels and were amplified across The Times to target high net worth audiences. We also created a single combined hero brand edit that TAG Heuer and LVMH Global shared on their owned and operated digital channels.

THE OUTCOME

Over-achieved on all of the campaign KPIs with positive sentiment being a key indicator of success. True Reach 4,782,338 (+45%) Imps (+82%) Engagements(+4%) Vid. Views (+44%)