How do you sell watches to Millennials in the era of smartphones? This was the challenge presented to us by Timex, and we of course chose to accept it.
The driving concept behind our Time To Be Amazed campaign is the fact that the average millennial spends approximately 5 hours a day staring into their mobile devices. We feel that there’s a special charm to an analog product like a stylish, reliable Timex timepiece – and a certain irony about targeting a phone-addicted generation and telling them to take a break from their phones via their phones. We decided to leverage the summer music festival season and its data-sets consisting of a surplus of young, hip, experientially-hungry attendees to convey our messaging: that without peering into the bottomless rabbit-hole of social media 24/7, we spend more time appreciating the real world around us – and all the bizarre characters and creatures that inhabit it. So we rounded up some hot influencers and shipped them out to the “Timex Motel” – a mysterious roadside attraction that houses some out-of-this-world surprises for those willing to take notice. After all, when you use simple timepieces like Timex, you’re way less likely to get sucked into the digital web of distraction that much of our waking lives have become. Surreal videos and vibrant photography spearheaded the campaign, which was supported by clever copywriting for display ads and carousels, as well as ad distribution across digital networks, social media management, influencer collaborations, and campaign landing pages. All of which were instrumental in achieving our main goal: to take a vintage brand which has persevered for generations and re-introduce it to the world in a totally new way.