Casio, with a new range of watches: ‘Edifice’ had a simple aim. They wanted to boost retail listings, increase sales by over 100%, and make the most of their envious links with the Infiniti Red Bull F1 racing team.
We brought them together with Discovery, who had 300 hours of motoring programming per month available for sponsorship. Then, we worked with Discovery to produce six short videos around the proposition: ‘Every second counts’. Nowhere is this truer than in motor racing, so we used those links with the Infiniti Red Bull factory to find out from top racing engineers how they make every second count.
These vignettes were played out on-air across a range of Discovery’s channels. Sales far exceeded targets and the leading model of the range became Casio UK’s most successful product launch ever.