Luxury Watch Brand Positioning Check and Ad Evaluation (Global Campaign)​

Luxury Watch Brand Positioning Check and Ad Evaluation (Global Campaign)​

A leading global luxury watch brand wished to check its positioning versus competitors, while also evaluating a new global advertising campaign for consumer resonance (in both print and video)

Our Work

Qualitative

  • Conducted 6 2.0-hr focus groups with male and females aged in their 20s, 30s and 40s regarding:
  • Luxury watch images/ preferences, needs and purchase decision making factors
  • Shopping behaviors and preferences
  • Purchase interest
  • Positioning concept evaluation
  • Print advertising evaluation
  • TV advertisement evaluation

The Outcome

Explored and confirmed positioning strategy, while obtaining confidence that global campaign elements would effectively communicate with Japanese consumers

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