IWC International Watch Co Ltd - "Typical Male"

Wirz

Wirz Zürich, Switzerland

Awards

9605

Brand: IWC International Watch Co Ltd
Country: Switzerland

Advertiser: IWC International Watch Co. Ltd.

Title	Typical Male
Agency	Wirz
Campaign	Image Campaign - IWC
Advertiser	IWC International Watch Co. Ltd.
Brand	IWC International Watch Co Ltd
Posted	March 2000
Product	Watches
Business Sector	Watches
Philosophy	Creative Strategy : IWC manufactures watches for men who appreciate the real values represented by an IWC. However, more and more women are beginning to wear IWC watches, stealing some of their unique appeal. Many men feel threatened. The new campaign takes up the idea of this threat to what has been exclusively a male preserve and does so with a generous portion of irony. Media Strategy : Until 1998, the advertising was aimed primarily at high-earning men. In 1999, the target group was extended to include women with high incomes. The quality press was selected as the exclusive basic medium. Increased advertising frequency, concentration on the most relevant advertising media and a larger number of advertisements per medium. Results : Turnover in France, Germany and Austria has risen by an average 27.8% The worldwide rise in IWC Groups turnover has far outstripped the increase in total exports by the Swiss watch industry. Numerous mentions in the press, accolades and feedback from consumers - especially women - reflect the high levels of attention the campaign and hence the Brand has attracted.
Problem	Marketing situation: Swiss watch industry exports rose 7.9% in 1999 while IWC sales rose by no less than 27.8%. However, few watch brands communicate anything unique, if indeed they communicate anything at all, apart from showing featured photographs of their products. This makes their advertising interchangeable, hence few brands are emotionally differentiated from the competition. Advertising Objectives : To raise brand awareness. To communicate a distinctive emotional benefit. To differentiate the Brand clearly from the competition: to gain a market share of 12% and finally, to adjust IWCs brand image. IWC wishes to move away from classic understatement towards overt self-confidence and a clear positioning as a manufacturer of watches for men.
Media Type	Magazine
Creative Director	Hans Peter Schweizer
Advertising Manager	Thomas Ramseier
Account Manager	Michael P. Sarp
Art Director	Andrea Reinhart
Art Director	Valentina Hersmann
Copywriter	Daniel Muller
Copywriter	Regula Geiser
Copywriter	Peter Rettinghausen
Advertising Manager	Hans Peter Schweizer