Member Article

CHRISTOPHER WARD LAUNCHES DEBUT OUT-OF-HOME ADVERTISING CAMPAIGN

Today, British watch brand Christopher Ward has launched their debut out-of-home advertising campaign at a variety of locations across the London transport network. The creative for the ‘Do your research’ campaign was developed by Christopher Ward’s in-house marketing team in partnership with UK design agency Hello, with the media buy managed by Mostly Media.

Designed to target London’s c.16.5 million business commuters over 4-weeks, the campaign will be placed in precise locations on Transvision and Cross-track formats within 11 central London rail terminals and 10 tube stations. The integrated campaign will be supported by a press advertising campaign with local London media titles and complemented by a SEO and a social media strategy which will work to support the new campaign online.

The ‘Do your research’ campaign was inspired by extensive research conducted by The Insight Edge into the luxury watch world and its customers. This research revealed that the Christopher Ward customer was significantly more likely to make considered purchases (or ‘do their research’) before purchasing a watch. The golden thread of ‘Do your research’ runs through the campaign, inviting customers to learn more about the industry, the art of watchmaking and the brand.

“We’ve done our research and it has shown that when it comes to buying a new timepiece our customers will absolutely do their own research, and we want to actively encourage this. The ‘Do your research’ strapline is something we have been testing over the last few months through a variety of print advertising placements and we’re looking forward to bringing this to new audiences through our out-of-home campaign.” Mike France, CEO and Co-founder Christopher Ward

The out of home activity will consist of two 16 sheet posters, focusing on the brands C5 Malvern 595 dress watch and the C60 Trident Bronze Pro 600 dive watch and a 20 second video featuring two of the brands dive watches, the C65 Trident Diver and the C60 Trident Bronze Pro 600 as well as the C5 Malvern 595 dress watch and the C8 Power Reserve Chronometer from Christopher Ward’s aviation collection, with all creative featuring the distinct sense of humour the brand is known for.

“Watch making is one of the most impressive forms of engineering, but that doesn’t mean we can’t have a sense of humour when we speak to our customers. To complement our “Do your research” strapline our adverts have a wry sense of humour that we believe will resonate with new and existing Christopher Ward customers, and we hope raise a chuckle or two on the daily commute.” Mike France, CEO and Co-founder Christopher Ward

Established in 2004, Christopher Ward set out to challenge the status quo of the luxury watch industry by providing high-quality, English-designed, Swiss-manufactured timepieces at affordable prices.

In 2014, the brand merged with Synergies Horlogères of Switzerland and became the first British brand in 50 years to create a commercially viable in-house movement - Calibre SH21.

2014 was a milestone moment for Christopher Ward, and as such the business decided that a new identity was needed in order to take the brand forward. This rebrand was unveiled in May 2016 and included a contemporary new logo (which is predominantly displayed at the ‘quarter to’ position on the watch face), a stylized ‘twin flag’ graphic to represent both the English and Swiss flags, a new website and a redesigned Christopher Ward magazine.

This was posted in Bdaily's Members' News section by Sandra Griffiths .