TAG Heuer launches interactive online ads
Springfield, N.J.—TAG Heuer introduced an extensive online advertising campaign today, making the luxury watch brand the largest Internet advertiser for the watch and jewelry industry, and the only luxury watch brand with an interactive online campaign.
The campaign also represents LVMH Moet Hennessey Louis Vuitton’s greatest single-brand online presence to date.
“We already have one of the broadest and most innovative marketing strategies in the luxury watch world,” TAG Heuer N.A. Vice President of Marketing Jenna Fagnan said in a media release. “The digital initiative adds the next layer and enables us to reach these consumers where they are spending an average of three hours a day—online.”
The interactive advertisements will feature TAG Heuer brand ambassadors Tiger Woods, Maria Sharapova and Jeff Gordon bringing to life the brand’s philosophy and call-to-action, “What are you made of?”
Within their respective advertisements, the ambassadors describe the challenges they have overcome both personally and professionally, and how these feats have shaped who they are today. Woods, Sharapova and Gordon also discuss the “what are you made of” principles they share with TAG Heuer, and why they chose to align themselves with the brand.
Another distinctive aspect of TAG Heuer’s online campaign is the interactive nature of the banner ads, which include an animated “parent” banner or leader board, along with a corresponding “child” banner that initially blends in with the editorial content of the sponsor site. The story begins on the leader board and then dramatically interrupts the child banner, setting up the question “What are you made of?”
Clicking on either of the two banner advertisements leads visitors to an animated landing page on the TAG Heuer Web site, Tagheuer.com, that continues the story and begins to answer the question in the voice of the featured brand ambassador.
Also shown is the ambassador’s TAG Heuer watch, which ties into a PC’s time/date feature and displays real time. Visitors can then click on a link to find an authorized TAG Heuer dealer nearest them.
To see the ad campaign in motion, visit the sports section of The New York Times Web site, Nytimes.com/pages/sports.
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