BRONZE WINNER: IWC Aquatimer E-book

Client: IWC Schaffhausen
Entrant Company: IWC Schaffhausen
Entry Category: A Global or Multinational campaign running in several regions
Names to be credited with submission:
Karoline Huber, Associate Marketing Director- IWC Schaffhausen

Marketing Situation: The new IWC custom e-book was created: 1. To support the launch of the new Aquatimer collection and 2.) To engage IWC in the digital arena to stay relevant for new and existing customers. www.iwc.com/aquatimer_eBook_en

Insights: IWC’s new e-catalog has innovative and unexpected discoveries at every turn and succeeds at bringing pictures to life. While one diver’s watch automatically shows the correct time and current date, others can be observed more accurately with the magnifier function. Anyone who wishes to descend deeper can test the fully functional chronograph feature, and they can follow a detailed demonstration of the newly developed mechanical depth gauge.

Digital Media Strategy: IWC’s new e-catalog has innovative and unexpected discoveries at every turn and succeeds at bringing pictures to life. While one diver’s watch automatically shows the correct time and current date, others can be observed more accurately with the magnifier function. Anyone who wishes to descend deeper can test the fully functional chronograph feature, and they can follow a detailed demonstration of the newly developed mechanical depth gauge.

Worldwide Best Practices: This is the first time that a luxury watch company has created an e-catalog with such dramatic interactivity, while enabling a viewer to also explore the inner workings of mechanical watches. It has created a buzz about new products; the sharing aspect of a digital medium creates a wider outreach the usual watch catalog.

Results: The e-book has enabled IWC to go viral and touch new customers. The opportunity to customize the e-book for retailers provides another level of support to our partners by generating more traffic to their stores. It’s also an innovative tool to share with customers.

The e-book has created greater interaction with our media partners. Many requested to host it on their websites or blast it to their subscribers as it provided unique content and the innovation involved added to the viral conversation for all parties involved.