The Vintage Collection of our client Casio is centered around the eighties: a time known for its fantastic hits, full of synthesizer sounds. But it’s also the area of the iconic and famous steel Casio watch with its digital display. At the time it was revolutionary tech, and now – thanks to the retro look – the revamped watch is just as cool and future-proof as before. LVTPR’s job was to increase the brand awareness of this new collection, and to increase the involvement of the media and influencers in the Casio brand. A tough challenge, especially in the days leading up to the December holidays.
An important factor that determined our strategy was tackling the dual target group of the product. On the one hand, the watch has to appeal to women, they see the product as arm candy. But on the other hand, men have to like it as well and wear the watch to give their outfit that right amount of cool. So: two different target groups, which you can’t approach with the same message. Eventually we came up with the idea to create a different PR activation for each group.
Female-oriented media and influencers from the Netherlands gathered in it-nailstudio Lakwerk in Amsterdam, where we gave them the opportunity to match their nails to their new arm candy – just in time for the holidays.
Everything had to be perfect and the Vintage Collection by Casio contributed to that cause. Male-oriented media and influencers were invited to join an after-work karaoke session in the Duke of Tokyo in Amsterdam. Because what is more Japanese than combining Casio and karaoke? Watch and microphone in one hand, cocktail in the other.
It soon became clear that we had chosen the right vibe, activity and partners for the PR activations. The women left the nail studio, thrilled to have received a nail styling session just in time for Christmas. The Duke of Tokyo proved to be the right venue and provided the right attraction to generate a high turnout. Apparently the participants knew the karaoke bar and wanted to go back again, or just want to get acquainted with the location. In addition, we achieved our KPIs: 26 journalists and 6 influencers registered, including major Dutch lifestyle media. Also, during and after the PR activations we received many enthusiastic responses. But it didn’t stop there: the media and influencers that participated all published about the revamped Casio Vintage Collection: print articles in &C for instance, shopping pages, posts and stories from JFK, among others.