Casio Watches
Localising A Global Brand
THE BRIEF
CASIO Middle East briefed us with the launch of a limited edition watch collection created in a live art competition, ‘Creativity for a Cause’. The first of its kind, the limited edition collection was a collaboration with Arab Watch Guide and notable regional artists Diaa Allam and Stephany Sanossian. 30% of all earnings made from sales were donated to Emirates Red Crescent to support the community during the time of crisis of the COVID-19 pandemic.
THE DELIVERY
With the watch selling out in under 10 minutes, our job was not to sell product and support the bottom line, but to increase brand awareness and love while communicating the donations made by CASIO Middle East. We focused our efforts on traditional media relations, securing coverage of the news and over 20 1:1 interview opportunities with the brand’s spokesperson.
THE OUTCOME
Build brand awareness – We saw a total PR value of over $17,000 in less than one month.
Increase conversation – With a total circulation of over 77,000, we got our brand in front of new audiences.
Drive Engagement – 3,000 people voting in a matter of hours for their favourite design