Audemars Piguet, the prestigious Swiss watchmaker, unveiled a significant marketing campaign in 2017, signaling a renewed focus on modernizing its brand image while staying true to its rich heritage. This campaign, as articulated by then Marketing Director Tim Sayler, aimed to reposition Audemars Piguet within a contemporary landscape, appealing to a new generation of discerning clientele while retaining the loyalty of its established base. This article will delve into the specifics of the 2017 Audemars Piguet marketing strategy, analyzing its key elements, objectives, and overall impact on the brand's positioning and market performance.
The Essence of Modernity: A Shift in Audemars Piguet's Marketing Approach
Tim Sayler’s statement, “La modernité d’Audemars Piguet se trouve à nouveau au coeur de cette campagne publicitaire. Nous avons voulu…” (Audemars Piguet’s modernity is once again at the heart of this advertising campaign. We wanted…), sets the stage for understanding the campaign's core objective. While the full quote remains incomplete in the provided context, its implication is clear: the 2017 campaign was designed to showcase a revitalized Audemars Piguet, one that embraces contemporary aesthetics and resonates with a broader audience. This represented a strategic shift from previous marketing efforts that, while successful, might have been perceived as overly traditional or exclusive by some segments of the market.
The 2017 campaign wasn't just about flashy visuals; it was a holistic approach encompassing various marketing channels and messaging. It involved a careful re-evaluation of the brand's identity, its target audience, and the most effective methods of communication. This multi-pronged strategy likely included:
* Digital Marketing: A strong emphasis on digital platforms such as social media, targeted online advertising, and interactive website content would have been crucial. This allowed Audemars Piguet to reach a younger, more digitally native audience, who are increasingly influencing luxury purchases. The campaign likely incorporated engaging video content, behind-the-scenes glimpses into the watchmaking process, and interactive experiences designed to enhance brand engagement.
* Print and Traditional Media: While digital was undoubtedly a major focus, Audemars Piguet likely maintained a presence in traditional media channels like high-end magazines and select print publications. This approach ensured continued reach within the established luxury market segment. The carefully curated visuals and storytelling in these publications would have been crucial to maintaining the brand's image of sophistication and exclusivity.
* Celebrity Endorsements and Brand Ambassadors: Partnering with carefully chosen celebrities and influencers could have played a significant role. The selection process would have been highly strategic, focusing on individuals who embody the brand's values and resonate with the target demographic. These partnerships would have extended beyond simple product placement, aiming to create genuine brand affinity and storytelling.
* Experiential Marketing: Audemars Piguet might have leveraged experiential marketing initiatives, such as exclusive events, private viewings, and workshops. These events would have provided opportunities for potential customers to engage directly with the brand, experiencing the craftsmanship and heritage firsthand. This personalized touch helps build stronger emotional connections and fosters brand loyalty.
* Product Focus: The 2017 campaign would have undoubtedly highlighted specific watch collections or new releases. The selection of showcased products would have been strategic, balancing iconic pieces with newer innovations to appeal to both established and prospective customers. High-quality photography and videography would have been paramount in showcasing the intricate details and craftsmanship of the watches.
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