Global product launch guidelines | Strategy | Direction
Our challenge was to develop an event-driven concept as well as guidelines to be applied by each local market.
The concept was intended to be easily reproducible anywhere in the world to support the launch of its new watch the “Clipper”.
For Hermès Watches, the launch of the Clipper collection required a way of expressing more than just the legendary status of the brand.
Our proposed solution: staying true with the communication strategy of ‘Story Telling’, we created a concept based on the story of an enchanted sailor and his love for a mermaid.
Our concept included both Press and VIP customers. Invited to participate in a treasure hunt, we challenged the press to discover the collection, while VIP guests were invited into a fantasy world of flying fish and theatre.
The concept was then translated into a clear set of guidelines for the execution in local markets.
Accompanying these guidelines, a small travelling kit was produced to ensure consistency at each event.