Movado Group UK says that sales of its watches increased by 78% last year thanks to an extensive consumer-facing marketing campaign that included social media, outdoor digital billboards, taxi wraps and print advertising.
The massive outdoor promotion is continuing into the new year, with placement across major cities including London, Liverpool, Manchester, Leeds, Newcastle and Birmingham.
In London, Movado has grabbed one of the most iconic outdoor advertising positions in the world with a splash on the digital billboard at Piccadilly Circus.
“This is part of our ongoing and extensive support of our UK retailers. Our marketing investments include National print advertising, glossy lifestyle monthly publications, online digital video, on demand advertising and social media advertising on Facebook and local activation through retailers.
“Our goal is twofold: first to increase the awareness of the Movado brand with the UK customer and secondly to target the UK MOVADO consumer directly and drive them to our existing stockist’s locations. We have seen a 78% increase in our business this year over last but this is only the start of the journey,” says Steve Brydon, commercial director of Movado Group UK.
The Movado promotion at Piccadilly Circus has been live for the past two weeks, and shows the Movado Museum timepiece in an advert co-branded with Ernest Jones and Goldsmiths.
The Piccadilly Lights is one of the highest volume pedestrian and roadside locations in the world – unmissable to over 1 million shoppers, high net worth commuters and global citizens, according to Movado.
It is about to undergo a major upgrade from this month, with the existing screens replaced with Europe’s largest single digital screen, which will retain its curved shape, surface area and its ability to have a patchwork appearance.
Advertisers will be able to take advantage of the screen’s ability to rotate between six full-motion sections, which will be shared, while also having the chance to harness brief single-brand takeovers of the complete screen.