Tactical advertising for TAG Heuer
LoveAdvertising have developed their first tactical digital display campaign for Tag Heuer UK. Showcasing the new Carrera Calibre 16 watch series through the glamour of the most famous Grand Prix in the World.
We were briefed to promote the grace, efficiency and precision of the new Carrera Calibre 16 watch series, through the glamour and energy of the Monaco GP using superstar brand ambassadors Lewis Hamilton and Jenson Button.
The campaign was planned to run in parallel with the race itself. Initial pre-race banners and Digital Out of Home placements were created to go live on Friday practice day, continuing through Saturday qualifying, before being replaced by post-race copy reflecting the actual result of the race itself on Sunday 27th May.
Our digital and content teams edited existing factory and race footage and applied bespoke sound effects and music to create a series of online placements. As the campaign was to be rolled out in real-time, they also created a series of different end sequences for the post-race placements, with versions to run if (as hoped) either ambassador won the race itself!
The online advertising was all planned through MediaCom using the new Sky Sports F1 webpage, whilst DOoH placements were delivered by LoveProduction to premium venue screens in London, Manchester, Glasgow, Birmingham, Liverpool and other major sites.