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A zippered black vinyl invitation from Casio G-Shock shows up in the mail, and before even seeing the inside, you know that this isn't your ordinary watch. And when you enter the party to find ladies dressed in bondage gear, you know that the selling of timepieces will never be the same. |
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| Establish Casio G-Shock and Baby-G watches with hip trendsetters and major media voices, while differentiating the G-Shock line from other Casio product offerings. |
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Urban trendsetters and influential members of the fashion press. |
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Sure, the "shock" in G-Shock stands for durability, but when a word like that in the title, you better make it command attention if you want to reach a younger crowd. So, in a series of urban programs, we created print ads, bus wraps, an outdoor wall painting in SOHO and more, with an edgy, sexy feel.
G-Shock was also the title sponsor of the College Music Journal MusicFest in New York City, where we distributed premium items like G-Shock branded condoms and band-aids to all attendees. Plus a G-Shock branded CD full of upcoming artists was given away with purchase of a G-Shock at local watch retailers.
And last, but certainly not least, to capture media attention, we executed the S&M themed "Time Me Up, Time Me Down" party for high-level press and key influencers at the Roxy in New York. |
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| The black vinyl invitations attracted 200 members of the press and 500 trendsetters to the "Time Me Up" party, and The New York Post went so far as to award Casio the "marketing chutzpah award." And while the event made G-Shock the darlings of the fashion press, the real success of this program was built on generating over 75 million PR impressions over six months, thus helping G-Shock become the must-have watch for trendsetters - and trend followers - across the land. |
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