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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