TAG Heuer's Digital Display Campaign
TAG Heuer commissioned LoveCreate to produce a new Digital Display Campaign showcasing their new Carrera Calibre 16 watch series.
The brief was to produce an energetic, fast paced video in varying lengths. All videos incorporated TAG Heuer’s brand ambassadors, Lewis Hamilton and Jenson Button as well as race footage. The creative illustrated the grace, efficiency and precision of the Carrera Calibre 16 in tandem with that of the 2012 F1 Monaco Grand Prix.
The Loveurope digital team edited existing factory and race footage to produce the online banners and Digital Out of Home, and applied bespoke sound effects and music for online digital placements. Additionally, they were required to create a number of different end sequences for the post-race placements, including versions to run in the event of either ambassador winning the race.
The campaign was strategically implemented to run in parallel with the race itself. The initial pre-race banners and DOOH placements were created to go live on practice day (Friday 25th May). The placements then continued through the qualifying on Saturday. The creative was then replaced by post-race copy after the result of the race on the Sunday and Monday.
This campaign saw banners live on the Sky sports F1 webpage, whilst Out of Home placements spanned screens in Manchester, Glasgow, Birmingham, Liverpool and other major sites.