Montblanc
This social campaign led to a 325% rise in year on year mentions.
My role
Creative Director
Client goal
6000 mentions
Outcome
ver 9000 mentions
The process
Montblanc was launching a new timepiece inspired by racing. I concepted a social competition inspired by a racing mindset: “To win without being truly challenged is to win without glory.”
Ideation
The competition ran during a five-day SIHH event. The competition involved 30 challenges, posted on Instagram and Twitter. Some challenges were easy. Others were truly challenging. Each completed challenge earned points, and whoever had the most points by the end of SIHH won the new timepiece.
Implementation
To track people’s points, we created a bot. We also had live visualisations of the scoreboard at SIHH, and created various social assets (I even got to interview Hugh Jackman).
Social post showing a TimeWalker watch.
Social post showing an image of a sportscar. The posting copy reads: 'In which country did we shoot this image?'
Social post with the posting copy: 'Which movement has the perfect fit to the Rally Timer Counter?'
Social post showing a TimeWalker watch against a black background.