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Marketing

Cream breaks new ground for Grand Seiko with innovative outdoor targeting

By The Drum Network, Staff Writer

November 25, 2019 | 2 min read

Grand Seiko has become the first luxury watch brand to use vehicle detection technology in outdoor advertising, with an impactful campaign running on London’s Holland Park roundabout.

Cream worked with Ocean Outdoor to develop vehicle-based targeting criteria ensuring that relevant affluent consumers are served creative for Grand Seiko. When a car pulls up to the traffic lights opposite the outdoor screens, Ocean’s technology detects the model, age, and fuel type of the vehicle, making assumptions about the driver’s interests and affluence.

While outdoor is often seen as a more costly media channel with higher wastage, vehicle recognition technology ensures that brands wishing to run outdoor ads in high traffic areas, are only investing in relevant audiences.

This placement forms part of a wider audience and media strategy by Cream, which specialises in affluent audience analysis, understanding, and communication. This innovative media strategy was designed to emphasise Seiko’s innovation and excellence as a Japanese fine watch brand, and as a challenger to more traditional Swiss brands which more conservative consumers have traditionally favoured.

Seiko appointed Cream as its UK agency at the start of 2019. Echoing its brand philosophy, Seiko held a strong desire to start ‘doing things differently’, with Cream helping to refocus audience and media strategy for their three core watch brands of Grand Seiko, Presage and Prospex.

This year has seen Grand Seiko work with other innovative partners including Quartz, Monocle and Sky AdSmart.

Running later this year, a campaign for the brand’s sports watch line Prospex will use the same technology, identifying those in vehicles which suggest a love for sports and adventure.

Neil Cunningham, managing director of Cream, said : ‘Our partnership with Seiko has been hugely successful as they have shared our passion for deeper and more insightful audience understanding from the start of the relationship. A collective desire to break some rules in media planning and not just follow the (Swiss) herd has led to a fantastic media strategy which will start to put Grand Seiko in their rightful position at the top table of luxury watches’.

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