Image Campaign

Few watch brands communicate anything unique. Few brands are emotionally differentiated from the competition.
  

IWC International Xatch Co. LTD/ Image Campaign

Agency: Wirz Werbung AG

MARKETING SITUATION

Swiss watch industry exports rose 7.9% in 1999 while IWC sales rose by no less than 27.8%. However, few watch brands communicate anything unique, if indeed they communicate anything at all, apart from showing featured photographs of their products. This makes their advertising interchangeable, hence few brands are emotionally differentiated from the competition.

ADVERTISING OBJECTIVES

To raise brand awareness. To communicate a distinctive emotional benefit. To differentiate the brand clearly from the competition: to gain a market share of 12% and finally, to adjust IWCs...

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