Tag Heuer, owned by French luxury conglomerate LVMH, is currently one of the top three in the Swiss watches category in terms of revenue and recall value in the country. The problem is that while sales are being met, the brand experience is missing. The Swiss luxury watchmaker, in looking to enhance brand experience, has embarked on a makeover that includes tweaked collections, improved instore services, a fresh campaign and a new brand ambassador for India.
Tag Heuer is redefining its iconic brand campaign launched globally in the 90s with the launch of the ‘Don’t crack under pressure’ campaign. The objective is to celebrate mental strength and add youth appeal. The luxury brand has roped in actor Ranbir Kapoor as the second brand ambassador in addition to Shah Rukh Khan, the brand’s ambassador for the past ten years. India is the only country to have two celebrities endorsing the brand.
With this new campaign, TAG Heuer is seeking to establish its striking attitude and ability to take on bold challenges by highlighting mental strength that reflect its brand values.
So while Shah Rukh Khan is the King of Bollywood and Ranbir Kapoor the Bollywood Heartthrob, the campaign will focus on other brand ambassadors and partners too for reinventing the rules as they go – Cristiano Ronaldo the perfectionist, Maria Sharapova the irresistible, Steve McQueen the blue-eyed King of Cool, McLaren F1 & GT the masters of speed, and Formula Electric the innovators.
‘Don’t crack under pressure’ was unveiled by the new brand ambassador Ranbir Kapoor in true Tag Heuer spirit. Ranbir made an airborne entry at the Buddh International Circuit in New Delhi in a Paramotor.
The luxury brand had tied up digital with the race track launch. Apart from talking about the campaign at the race track, he also met up with the winners of a Facebook contest by the brand.
The Tag Heuer Facebook page had launched a quiz contest through a like-gated Facebook app for ‘Don’t Crack under Pressure’. The questions were about the ambassadors and were accompanied by useful hints. One had to select from the multiple choices and enter their personal details before submission. 10 lucky winners won couple passes to the launch event of Tag Heuer’s new brand ambassador Ranbir Kapoor.
The brand’s Facebook page created buzz about the new ambassador by sharing a campaign shoot video prior to the Delhi launch.
In this 8-minute behind the scene video, Ranbir Kapoor shares his thoughts on becoming the Tag Heuer ambassador and about the ‘Don’t Crack Under Pressure’ campaign. The actor also talks about his love for football, how he idolizes his grandfather and the pressure of being a 4th generation Kapoor and yet not cracking under pressure.
Adding the youth appeal
The luxury watchmaker has not only established itself with the ‘Don’t crack under pressure’ campaign but also set the ball rolling for new brand communication. The choice of Ranbir Kapoor as the second brand ambassador is a good fit, with his easy charm, go getter attitude and youth appeal. Coupled with the launch at the racing track and the behind the scenes video on Ranbir’s campaign shoot, the campaign has made a good start.
Going further, the brand would need to do a lot more on digital and social media if it hopes to engage the youth and build aspiration for Tag Heuer. It could start teaser visuals with the hashtag #Dontcrackunderpressure after opening up an India brand page on Twitter. Content shared on social media would need to focus on stories that reflect brand values. The Ranbir video story has been a good start.
Most luxury brands that chose to stay away from social media earlier, not only have a strong presence on Facebook and Twitter now but are also engaging with the youth with quiz contests. It would be interesting to see how Tag Heuer India plans on building a potential consumer base through social media brand experiences, holding on to its new youthful brand image.