普壹 (香港) 市場營銷顧問公司 General (HK) Marketing Consultancy
2023
Darwil
Ocean.Blu orchestrated the strategic relaunch of Darwil, a revered Swiss watch brand with a rich legacy dating back over a century. The relaunch campaign was carefully tailored to resonate with demographics in the Balkan region, particularly in Croatia’s capital, Zagreb, where the brand holds significant historical sentiment.
Branding & Identity
Collaboration
Global Media Buy
Client /
Darwil
The relaunch was meticulously planned to captivate the target demographic of males aged 40-60, who held vivid memories of Darwil, especially from its sponsorship of the 1980 Moscow Olympics. The campaign included several innovative strategies:
1. Targeted Advertising:
* Initiated the campaign with high-impact advertisements featuring the tagline “the classic is back, calling for Darwil fans.” These ads were placed on the front pages of three major newspapers in Zagreb, effectively capturing the attention of the target audience.
2. Engagement through Nostalgia:
* Prospective customers were invited to visit Darwil's newly launched official website where they could register to receive exclusive information about the "Secret Agent," a limited edition series from Darwil. This approach not only leveraged nostalgia but also added an element of exclusivity and intrigue.
3. Immersive Customer Experience:
* Registered individuals received communications styled to mimic secret agent briefings, enhancing engagement and providing a unique customer experience. This thematic approach culminated in an invitation to purchase the limited edition "Secret Agent" watch.
4. Sales Success:
* The innovative marketing strategy led to over 150 sales of the watch in the initial wave, demonstrating the campaign’s effectiveness in tapping into the emotional and historical connections of the target audience.
5. Expansion to the UK:
* Encouraged by the success in the Balkan region, Ocean.Blu recommended expanding the campaign to the UK, focusing on leveraging fashion influencers and social media to reach a broader, potentially younger audience.
Outcomes:
The strategic relaunch not only revitalized Darwil’s brand presence in a historically significant market but also set the stage for further international growth. Key outcomes included:
* Significant engagement on the revamped Darwil website, with many users registering for exclusive information.
* Successful sales of the limited edition series, demonstrating effective market penetration and brand revival.
* Expanded brand awareness and interest in new markets, particularly among younger demographics in the UK through influencer partnerships and social media engagement.