To herald the arrival of a new TW Steel Renault F1 Team Watch Collection, the F1 brand’s official timing partner launched a TV, print and online campaign (with a reported £300,000 media buy) showcasing the products and its Renault F1 sponsorship.
The campaign launch was timed to kick off during the flagship Monaco F1 Grand Prix.
The twin sponsorship related watch collection – Renault F1 Team Pilot and Renault F1 Team CEO Tech – are aimed at both F1 race fans and the wider public. The Pilot product is inspired by Renault’s airplane engine heritage from the early 1900s. The CEO Tech models reflect a more prestigious, high-end association with the Renault F1 Team. Both sets of creative reflect these insights and values.
The TV spot highlights the link between F1 and the precision, speed, style, strength of the Renault F1 Team Pilot watch collection. The ad was also seeded virally online.
The four targeted print executions – which often accompanied magazine editorials/spreads featuring the Renault F1 Team or its 2010 drivers Robert Kubica and Vitaly Petrov – appeared globally across 80 countries. The print ads were also placed in prominent lifestyle, car and sports magazines including Sport, EVO, CAR, Motor Sport and F1 Racing along with national press coverage in newspapers such as The Daily Telegraph.
TW Steel operates a policy of only advertising one watch product per print execution in order to ensure the unique features of each timepiece.
This was further supported with a sponsorship of the Formula One pages on the Sky Sports website – www.skysports.com – to create a campaign which would reach the specific F1 demographic with banners, MPU’s and pre-roll TVC’s featuring the TW Steel Renault F1 Team watches.
A classic old-school campaign focused on traditional media, the planning of this campaign seems to reflect a belief that the high net worth individuals, high-end lifestyle consumers and race fans targeted by the watch brand are consumers of traditional media. Other luxury brands and F1 team sponsors have provide that this is not the case.
The Dutch watch brand, which is in its fifth year of operation, has a further two years plus of its Renault F1 (now Lotus Renault GP) sponsorship (which includes its logo on the cars, driver overalls and garage display) to explore more contemporary platforms to connect with its target.