Edgar Linscheid
Berlin, Germany
TitleTime Zone
Agency
Campaign The Lange Timezone Event - Lange Uhren
Advertiser Lange Uhren GmbH
Brand A. Lange & Soehne
PostedJuly 2006
Business Sector Watches
Story SUMMARY

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time Zone. The aim was to build enthusiasm for the brand among watch aficionados worldwide. The idea was to create a happening by introducing the new watch in locations across the world at exactly the same time. 36 events around the world were brought together by live satellite broadcast. The event exceeded all expectations, setting new standards in the luxury watch sector:
• There were 7,200 guests worldwide while 9,500 internet users watched the events via live stream.
• 324 print articles and 196 mentions on TV added up to an advertising value equivalent to € 3.8 million.
• 822 pre-orders (the sales objective was 200) represented the highest number ever in Lange’s history.
Media Type Print
Creative Director
Creative Director
Copywriter
Copywriter
Copywriter
Art Director
Account Manager
Account Manager
Account Manager
Advertiser's Supervisor
Advertiser's Supervisor

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