Social Campaign pitch TAG H

By KRDS

I can afford a real Swiss watch :an instantly recognisable Swisswatchmaker (as opposed to aLongines for instance) withoutsubscribing to the dogma of theultra-wealthy of any sorts (I don’tgive up my freedom andSpotswear )

I am into luxury items(and I am actuallyable to value them)that carry a historyand genuine values

I chose a high quality watch (Madein Switzerland), not a “Granpawatch" (Jaeger, Omega) , not“overstated”/ that doesn’t overplay(Rolex, Panerai, ...)

*Interview to Jean-Claude Biver, 26 Septembre 2014, Bilan

TAG Heuer’s change of direction: move upmarket slow down, haute horlogerie no longer on the agenda

Risk taker => dare to challenge the unknownTalk to young darers Turned to the future like never before BUT equipped with the richness of t Transcend own’s reliance

Rely on one’s inner strengh…. Go beyond one’s own capacity within a competitive environment

Risk taker => dare to challenge the unknownTalk to young darers Turned to the future like never before BUT equipped with the richness of t

Anti-conformism to the full, almost confrontational? Ready to take on unconventional challenges

Risk taker => dare to challenge the unknownTalk to young darers Turned to the future like never before BUT equipped with the richness of t

• Talk to young darers • Turned to the future like never before BUT equipped

with the richness of the past

He has purchased his first watch at TAG Heuer

He owns a Swiss watch, which happens to be a TAG Heuer either because of the brand OR else because it was the Swiss watch he could afford to buy

He is looking into buying a Swiss watch, but he is not thinking of TAG Heuer

He is a keen watch enthusiast, but but he is not even contemplating TAG Heuer

He is a fervent devotee of Grande Horlogerie and a collector of fine Swiss watches d’horlogorie Suisse

He has purchased his first watch at TAG Heuer

He owns a Swiss watch, which happens to be a TAG Heuer either because of the brand OR else because it was the Swiss watch he could afford to buy

He is looking into buying a Swiss watch, but he is not thinking of TAG Heuer

He is a keen watch enthusiast, but but he is not even contemplating TAG Heuer

He is a fervent devotee of Grande Horlogerie and a collector of fine Swiss watches d’horlogorie Suisse

Com’ consultant (executive)CSP+ , townee, he does not practice anysports, but he keeps up to date with football news and watches F1 Gran Prix on the television

a very-urban, business developer, Refined and tastefulCSP +, jogger and climber, he casually reads sport newspapers, but he is disconnected from other sports

Expatriate executive, affluent achiever(ex : Korean living in Singapore)Married, 2 kids, badminton player, he follows soccer and tennis international tournaments

Financial consultant, CSP++, Executive WealthLiving in the Cityyachting occasionally

By KRDS

Create a dedicated content for each Social

Plateform

Deliver a dedicated posting calendar for each

Social Plateforms

Accompagny markets to custom internation

content and create local content for specifics

needs

NEW BRAND POSITIONING IMPLIES CONTENT / TONE OF VOICE ADJUSTMENTS

Reach a new younger target audience in terms of

staying relevant while increasing marketshare in

affordable timepiece chronograph

Achieve mass market target in terms new value

awareness and advertainment

Speak relevantly while re-establishing new brand

values => #dontbreakunderpressure

Leverage brand’s ambassador’s online communities

By KRDS

As achievers byaudacious outstandingperfomers in variousfields relevant to thebrand

By authentically beautifulwatch pieces, ambitiousin their design and theirtechnology

Who matches their values and strong mindset : self-achievement, risk-taking, eager to succed with uncompromising attitude

Who wants to to share the passion for fine watchmaking

With questions about the productsKeep up to date with the brands’ news

Through Ambassadors’ pieces of personal stories and accounts of thrilling events By chosing sceneries and settings where the products

represent that mindset

By providing access to the brand

Premium and clean visuals or photographs

Enhancing every visual with different associations such as : touch of

colors, a material or a link to its spirit, present on the watch

Close up with angle, asperity and depth for each watches

For each portraits, black & white filter for most of the pictures, with a

little touch of color to remind a detail of the watch

Minimalistic

Always try to showcase a watch on every post to engage fans

Use of Tag Heuer's minimalistic logo in outline black or white.

The color green and red outline inspired by Tag’s DNA should be discreetly placed.

Example : In most of the Facebook post, this logo will point a green & red timeline,

relating to the brand's DNA and symbol of the extreme accuracy.

Risk taker => dare to challenge the unknownTalk to young darers Turned to the future like never before BUT equipped with the richness of t Remains as a signature on Social Media.

Will be integrated to wording / creatives / hashtags according to the messages.

Risk taker => dare to challenge the unknownTalk to young darers Turned to the future like never before BUT equipped with the richness of t

Will be the main Hashtag we use on most posts related to the values.

Subcategories Hashtags (#ThoseWhoDare, etc.) will beused to tactically, as a complementary approach or when already in use widely on social medias (#WatchFriday)

The state of mind before of a performer before the key moment.

Interiorizing the way of thinking of a rule breaker

Disruptive key people within TAG’shistory (past or present) regardingthe watchmaking industry

A TAG Consumer and its TAG HeuerWatch on the frontpage

Events Tag Heuer sponsors

TAG Heuer key moments in the history of watchmaking

A moment to focus on what the user want to achieve

How the product is stylish

How the product is innovative

How the product is intricated in an unexpected situation

Inspire the community

Identify to brand ambassadors

and mindset

Showcase these moments of high pressure and focus,

before a big performance. Be it a match, a shoot, a

race, a concert. They crystallize the expression and the

mindset necessary before achieving something big. It

can go along with a quote.

Ambition

Risk-Taking

Strong Minded

Authentic

Straightfoward

10 % of contents Portraits

Close up

Attitude

All

Inspire people with our mindset

Showcase the mindset of Ambassadors, performers,

or achievers in the events and territories where TAG is

present.

What makes them push the boundaries of their vision

or competencies ?

Ambition

Risk-Taking

Uncompromising

Authentic

Passionate 15 % of contents

Portraits

Attitude

Touch of colors, a material or a link

to its spirit, present on the watch

According to ambassadors /

performer. The audience could be

split. For instance, for a post on

Cristiano Ronaldo, we could address

only <35 on Facebook.

Be inspired by beautiful

watchmaking process

Identify to a community of

watchlovers

Showcase TAG Heuer technological

masterminds accross times. How did they

break the rules of the Watchmaking

industry?

Avant-Garde

Nonconformism

Disruption

Authentic

Passionate

5 % of contents

Portrait

Close up on the action

Watchmaking passionates

Interact with the brand

Identify with a community of

watchlovers

Showcase a TAG Heuer Fan displaying its watch with

the mindset in had in mind when taking the picture.

Why did he chose this watch in this context ? The

content should invite other fans / followers to send

their own picture to the brand.

Coolness

Nonconformism

Proudness

Personal

Close

Passionate 10 % of contents

Subtle TAG Branding with the

colors, No logo

User Name & Authentic

The situation has to be unexpected,

like a stage set by the user

Watchmaking passionates

Inspire with performance

Raise brand awareness

Present events or actions in TAG Heuer is involved with,

putting emphasis on the mental strength necessary to

achieve them and the twist in the usual rules they

represent.

Challenge

Risk-Taking

Strong Minded

Thrilling

Passionate

20 % of contents Moments

Impressive or intense

Some events might be more

appealing to a younger targets

(Football or Music for instance)

Showcase innovation

Identify with a community of

watchlovers

Key moments in the history of the

brand, when a new technology,

product, or design set a new

standard and disrupted the

watchmaking industry.

Avant-Garde

Nonconformism

Disruption

Authentic

Passionate

5% of contents Depending on the historic visuals

Should be kept premium with a

black & white filter

Watchmaking Passionates

Belong to a community

Interact with the Brand and share

its values

A moment when you set objectives to yourself: what do youwant to achieve ?

Who will be your mentor ? What TAG Heuer watch will you have ?

What thrill would you get from this event ?

A threefold list of a TAG watch, a person, a place / an event userswould like to reach to.Users are invited to submit their choices and we stage them outwith their contribution.

Ambition

Uncompromising

Nonconformist

Proximity

Passionate

Visionary

5% of contents Inspired by with Tag logo on the

presentation

Keep it premium using code of

previous theme

All

Fulfill thirst for beautiful watches

Identify to a community of

passionates

Inspiring shots of timepieces always

associated with the right material

(steel associated with a wheel). The

aim is to put forward how stylish the

product is in its “element”.

Coolness

Reliability

Nonconformism

Elegant

Passionate

10% of contents Treatment with (in situation) or without

shooting (with a universe)

Background with a touch of colors, a

material or a link to its spirit, present on

the watch

Close up with angle, asperity and depth

for each shooting

Watch passionates

Créa + Wording

Fulfill thirst for beautiful watches

Inspire

Inspires through “style kits”, with associations

according a watch. It can be provided by the user,

who will be staged on the page and highlighted, or

provided by the brand. The association should be

both stylish and unexpected.

Coolness

Nonconformism

Leadership

Elegant

Passionate

10% of contents Shooting in situation with a lifestyle

composition

Enhancing every visual with

different associations such as :

touch of colors, a material or a link

to its spirit, present on the watch

All

Inspire wit

Identify to a community of watch

lovers

Show the innovations/technologies

behind the watches, the minute

details that make Tag Heuer stand

out for itself.

Reliability

Challenge

Avant-garde

Passionate

Straightforward

10% of contents Close up

Details

Technological

All

STRATEGIC OBJECTIVES

Brand awareness & image, Interaction

TARGETS

USERPURPOSE

CLAIM

Customer 18/35 Customer +35 Future Customer +35 Watches lovers

Be inspired to change the rules by yourself.

Reactivity, Top of mind, Reach younger targets

Keep the pace of those who dare

Image, Inspiration, Interaction

Inspiration, Virality, Stock

Hosting, SEO

TONE OF VOICE

Passionate, Uncopromising, Straightfoward

Timely, Reactive, Passionate

Audacious, Glamour,

Timeless, Aesthetic

Your daily shot of dareand beauty by an

authentic watchmaker

Dive into TAG Heuervisual universe

Bold, Avant-Garde, Nonconformism

Those who dare in motion

Passionate,Avant-garde

Watches lovers

Customer 18/35 Customer +35

Watches lovers / Pinterest Fan :

MEN Watches lovers WOMAN Luxe

lovers

Customer 18/35 Customer +35 Futur Customer +35 Watches lovers

Customer 18/35 Future customers

18/35

Be inspired by TAG Belond community Follow the brand

news Interact for my

personnal branding

Follow the brand events

Interact et share for my personnalbranding

Be inspired by powerfull pictures

Be inspired by powerfull pictures

Store awmsonewatches pictures

Watches brand news

Keep the pace of those who dare

Your daily shot of dareand beauty by an

authentic watchmaker

Dive in visual universeof TAG HeuerBe inspired to change

the rules by yourself.

35 % 25 % 30 % 35 %

35 % 45 % 10 % 20 %

30 % 30 % 60 % 45 %

≈14post / month

Mini 14 post / month

≈ 14 post / month

No rythme

Daring Moments

Daring People

Daring Products

https://www.facebook.com/pages/TAG-by-KRDS/

Tag Heuer’s new social voice announces a promising

year filled with dynamism, inspiration, avant-garde

creativity in a daring approach.

Expressing the new social voice through a spectacular

and innovating activation.

The aim is to create social noise and get the audience

to seize Tag Heuer’s social media spirit.

Tag Heuer’s new social voice announces a promising year filled with dynamism, inspiration, avant-garde creativity in a daring approach

But how to make users aware of this?

Expressing the new social voice through a spectacular and innovating activation.

Selection of a street artist

Suggestions submitted by users

The artist has 60 seconds to draw

Live stream of the event

Users get there own art piece posted on their Facebook wall

www.krds.com feed.krds.com twitter.com/KRDS facebook.com/KRDS