TAG Heuer Unveils New Link Watch With Stunning Consumer-Created Online Videos
09 SEPTEMBER 2011, SHANGHAI
SummaryFor the re-edition of its iconic Link watch and as part of its launch plan, TAG Heuer, the Swiss Luxury Watchmaker reveals a series of online videos entirely created by consumers, celebrating the Link’s unique S shape link bracelet.
In partnership with eYeka, the market leader in online co-creation, TAG Heuer invited the most creative consumers to « celebrate an iconic watch design »in a 30 to 60 seconds video or animation. The project ran as a competition over a 6 weeks period on the eYeka community with a prize pool of over USD18,000 and the opportunity to win Link watches.
The competition attracted interest from all over the world. eYeka and TAG Heuer accepted 41 video submissions, all offering stunning, personal interpretations of the new Link watch as the epitome of modern elegance and style. Creators were given 3 photos of the new watch and a very open brief on how to express the spirit of this TAG Heuer iconic collection.
To select the winners of this competition, consumers from all over the world will have the opportunity to view the videos and to vote for their favorite on TAG Heuer’s Facebook page, on YouTube and on Youku from the 1st of September.
About TAG Heuer
TAG Heuer, the global leader in prestigious sports watches and chronographs since 1860, is currently the flagship brand of timepieces of the LVMH group.
From a small workshop in the Swiss Jura Mountains, TAG Heuer has transformed into a watch making legend. Recognized throughout the world for its luxury sport watches and pioneeringwork in chronographs, TAG Heuer watches epitomize prestige and performance,brilliantly fusing technology and design.
TAG Heuer has revolutionized 150 years of watch making history through a constant pursuit of excellence and innovation, maintaining a strong link between the company oftoday and the people who have shaped its history. From heroes of the past tothe star of the future, our ambassadors are the who’s who of modern history: Edouard Heuer and Steve McQueen, Ayrton Senna and Leonardo Dicaprio, Lewis Hamilton and Maria Sharapova. Together, they all share a strong determination to achieve their ultimate goals, pushing to limits of what is possible through hard work and mental strength.
TAG Heuer is the first watchmaker ever to master luxury chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of a second. For more information: www.tagheuer.com
"Today’s consumers are inundated with marketing messages offline and on social media. Understandably they have learned how to filter them out. It is crucial for TAG Heuer to understand how to create genuine buzz and to better engage with consumers online if we want to get noticed and stay relevant. We wanted to give consumers the lead on the creative process by asking their interpretation of the same brief. This focus on creativity lies in TAG Heuer’s DNA where our history showed this Avant-Garde spirit not only on our products but also on our marketing approaches. Because it is an online project, you can stretch the brand further and create this engagement we all seek for." Jean Marc Lacave, President, LVMH Watch & Jewelry Asia
"We are always impressed with the creativity displayed by consumers on our community and it is noteworthy that luxury brands too now recognize the reservoir of talents that lies outside the traditional boundaries of their agencies." Joel Cere, Global Director of Insights & Innovation, eYeka
Rather than offer brands the conventional approach of a few familiar creative eyes to help solve important marketing & innovation challenges, eÿeka connects brands & agencies with a global community of 383,926 highly creative sets of eyes.
The community then competes to deliver the best fresh and relevant ideas in creative contests. Each individual creator brings their unique and fresh perspective to these contests enabling more & better original ideas, in just a matter of days.
By combining the collective intelligence and creative power of our global community with a strategic perspective, eyeka has become the trusted creative partner to many of world’s best loved brands such as P&G, Unilever, Coca-Cola and Nestle.