“Breitling was very excited to partner with DMARGE on launching the Endurance Pro to the Australian market. We wanted to target men who lead stylish, active lifestyles, and we knew the DMARGE audience was just that. It was imperative that we create something that Breitling could use globally in an iconic Aussie location like Bondi Beach”
Madeline Nelson, Marketing Manager, Breitling Australia
Breitling briefed DMARGE on creating content around the launch of their new Endurance Pro, an almost indestructible watch targeting Australia’s fit and active men. The task was to convince the audience to invest $4,500 in a daily sports watch …that wasn’t a smartwatch.
DMARGE persuaded Breitling to bring the product benefits to life in a new and innovative way, by moving away from traditional print and editorial product reviews to an exciting launch concept. This would demonstrate the watch being used the way Breitling intended, in a competitive sports environment, whilst showcasing its versatility and everyday appeal.
DMARGE proposed digital content around an original event concept that invited Sydney’s hardest athletes to compete against each other. The inaugural Breitling Endurance Pro Challenge was born – an event that pitted high-profile athletes from different sporting disciplines against each other, to be crowned the 2020 Breitling Endurance Pro Champion.
DMARGE worked with Breitling headquarters in Geneva to curate a selection of top local athletes across surfing, CrossFit, Ironman, triathlon and bodybuilding to feature in the event and go on to become Breitling ‘Friends of the Brand’. Athletes were given the watch at the end of the event, ensuring ongoing exposure for the brand.
A four-man video production team and drone pilot captured every moment of the race from different dynamic angles. Keeping the watch as the campaign hero, capturing it on wrists whilst athletes were running, swimming and completing the race challenges.
Key Outcomes
ROI
“We are extremely proud to bring the first spirit drink made of Cognac VSOP finished in bourbon casks to Australian drinkers and see our partnerships with DMARGE and some of Australia’s most influential venues key to its success.”
– Eric Thompson, Global Marketing Director, Pernod Ricard Winemakers
Pernod Ricard was looking for a publishing partner to create a digital campaign that would re-shape outdated cognac perceptions and recruit new consumers to Martell through its recent innovation Martell Blue Swift.
DMARGE won the pitch for this first ever ATL campaign for Martell in Australia, by proposing a unique approach to product and cocktails education, leveraging insights from its recent reader survey.
DMARGE found that young affluent men are masters of their own style, from owning a nice watch to perfecting a steak in the kitchen, but are often precluded from making a good cocktail at home.
The campaign idea was to convince Australian men to “Flip the Sip” on their drinks repertoire through an entertaining video series featuring the quick-witted fictional character “The Fantastic Mr Swift”. Mr Swift became an effective vehicle to engage Australian men so they would see cognac cocktails in the same light as the tried and tested Negroni or Old Fashioned.
Designed to target the audience at all stages of the consumer journey, the campaign included tactical socials and editorial to target specific occasions and audience segments to drive conversion and trial, i.e. Lunar New Year ads were translated into Mandarin targeting the young affluent Chinese population.
Capturing high-profile cocktail bars creating their own version of ‘The Swift’ cocktail, is a great example of how DMARGE executed the campaign through the line and gave the audience the opportunity to try Martell Blue Swift in venues near them.
Key Outcomes
ROI