A sales uplift for STORM.
The Challenge
STORM wanted to promote its men’s range as an alternative to the usual designer watch purchase. The campaign needed to appeal to people who know their own minds and choose accessories that express their individuality.
The Mind Hack
Watch advertising often relies on aspirational lifestyle imagery, but for an audience with an independent sense of style, those staged scenes feel contrived. If we wanted to connect with our audience, we needed to let the product make the statement.
The STORM Navigator Quartz watch provided a compelling starting point. Its built-in torch, compass, thermometer and dual time helped to set it apart from other designer watches.
We needed to ensure our direct but playful tone of voice did the same.
The Idea
“Tick. Tick. Tick. Tick.” The headline appeared above an image of the watch and four tick boxes highlighting each feature: the torch, compass, thermometer and dual time. Straightforward, confident and witty, the London Underground poster reflected the outlook of its audience while giving them reasons to choose something different. The idea also ran across Google display advertising.
The Results
Online sales across the STORM range increased by 24.3% during the campaign, showing how one distinctive product could help drive sales in the wider collection.