Seiko today launches its most comprehensive multimedia advertising campaign to date which will be seen on television alone 49million times in the run up to Christmas.
The watch brand hopes to build on the success of its television campaigns over the last couple of years with its biggest yet, spanning the three months between now and Christmas, with films starring brand ambassador and world no.1 tennis player Novak Djokovic.
Seiko campaign will broadcast its Sportura and Premier films across the entire Sky TV platform including the 11million Sky-equipped homes watching regular television, mobile viewers using Sky Go, the 3.5million people watching Sky Sports in pubs and the 9million homes using Sky’s Anytime catch-up service. Additional advertising on the EuroSport channel will take the campaign across Europe.
The television activity is just one part of a multimedia campaign taking in magazines, outdoor poster sites and digital media over a seven month period.
During October, Astron GPS Solar will be featured on ad boards in the British Airways lounges at Heathrow Terminal 5, targeting international travellers with the world’s first GPS Solar Chronograph watch. Over 230,000 passengers are estimated to pass through the lounges during this period. Whilst in December additional airport coverage will see digital ads at Gatwick and Heathrow baggage claim points and on billboards located in high-end shopping districts in London, Cardiff and Glasgow.
Visitors to London will also witness the campaign with adverts included in Where magazine, which is available in hotel rooms and lobbies.
Digital media will target shoppers with a combination of mobile advertising, targeted ads within malls ads which will open before a mobile user opens Apps such as The Spectator, Visit London and TV Catch-up. Seiko also invest in interactive, expandable digital ads which will appear on The Telegraph website and play video content to give the user a more in-depth experience of Astron GPS Solar.
Creative adverts focusing on Seiko’s women’s Solar collection will also be placed at UK shopping malls with a total footfall of more than 19 million.
The national press side of the campaign has already begun with ads for Premier, Prospex, Solar, Astron GPS Solar and Grand Seiko being placed in premium monthly fashion, style and special interest magazines as well as supplements in quality newspapers totally six million potential readers.
Seiko’s sports models will be put in front of a potential 28 million gym goers via TV screens at 430 selected gyms nationwide.