TAG Heuer online campaign for holiday selling season
Reinforcing its position as the avant-garde leader in the luxury watch sector, TAG Heuer will introduce the industry's first extensive online advertising campaign.
The program will make TAG Heuer the largest Internet advertiser for the watch and jewelry industry, and the only luxury watch brand with an interactive online campaign. It also represents Louis Vuitton Moet Hennessey'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," said Jenna Fagnan, vice president of marketing for TAG Heuer N.A. "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 ads, the ambassadors describe the challenges they have overcome both personally and professionally and how these feats have shaped what they are made of.
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.
The distinctive aspect of TAG Heuer's online campaign is the interactive nature of the banner ads themselves. The rich media buy includes an animated "parent" or leader board along with a corresponding "child" banner, the latter of which initially blends in with the editorial content of the site's page.
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