MONTBLANC A Story to Tell
C A M P A I G N
F O R
G E O S P H E R E
W A T C H E S
Brand Promise Pioneering since 1908 From the beginning stages of assembling individual parts to presenting a truly alive and resplendent piece- Montblanc products are lifelong companions that will accompany you and your future generations to come. The process of completing such products is one of absolute care and passion. Be it writing instruments, leather, watches, accessories, or the youngest category - digital gadgets, Brand's master craftsmen work diligently to pour their hearts and souls into every step of their creation. The international mentality of the three pioneering founders of the Maison continues to be a strong legacy of the brand to this day. The writing instruments are completed in Hamburg, our leather goods in Florence, and our timepieces in Switzerland.
Brand Philosophy Tradition of five principles
Philosophy
The Montblanc creators put their soul into actively composing pieces that embrace and
symbolize
the
values
that
shape
Montblanc as a brand. Tradition
Montblanc
unites
fine
European
craftsmanship with time-honored designs, bringing pieces to life that emanate classic heritage and refined creation. Storytelling
Just as every Montblanc product is the result of our master craftsmen's souls and their
stories,
the
final
heirlooms
will
subsequently become part of your unique tale, creating an invisible bond between our soul and yours. Elegance
Fine living is a prerogative, and exquisite products make an extraordinary life even more exceptional. Your story is alive and dynamic; the assets that accompany you along your path must add vitality and effervescence. Preservation
With today’s ever-increasing pace, it is vital to be confronted with products that have been crafted to withstand the passing of time. Montblanc's pieces will weather the ages with you and witness your unfolding stories and those of your family.
MONTBLANC 1858 GEOSPHERE LIMITED EDITION
Campaign Goals Social media marketing Montblanc is a brand known for its timeless authenticity and absolute quality for all ages and genders But like most of the masses of the brands
which
launch
gender-
specific collections such as 'for men' or 'for Women', Montblanc
doesn't
specify
such
roles- instead, they promote the product in such a manner where it is obvious that - The rustic bands with a big round frame which will suit any man as opposed to a delicate sling- band adorned with the
perfect
semi-sized
circular
frame fit for every woman's wrist. As
such
generic
predictions
are
made by the brands to promote certain designs to certain genders, the buyers do not pay attention to it, As Montblanc isn't gender-specific but
Design
and
Authenticity
oriented which encourages us to pay attention to its craftsmanship
GOALS: Creating a truly Gender Neutral campaign.
Focusing on promoting the products without insinuating that the product is genderspecific.
Focusing and highlighting the craftsmanship of the product as it is part of the Vintage Collection. Using Campaign Ambassadors to integrate the Fast-fashion oriented Instagram users with the idea of minimalism and timelessness.
Launching campaigns #AStoryToTell & #WishfullGifting highlighting the brand's & ambassador's views on Menat Health & Creativity.
Target Audience Bridging gaps As the Montblanc has over 1.5 Million followers on Instagram along with Iconic and Diverse Ambassadors for their collection campaign- most notably #WhatMovesYouMakesYou and #WriteRedEndAIDS Both the campaigns featured different product collections- Watches and Fountain Pens respectively along with seasonal handcrafted leather travel gear. As the brand focuses on creating memories and timeless pieces a new collection is launched once in 18 months except for the HolidayChristmas launch. This encourages consumers to get to know the product well and spend time admiring it in a showroom before making the actual purchase. This experience can be created digitally by completing the campaign goals.
Gender: All Age group: 25 & Above
Season:
Lifestyle: Socially active,
Christmas, Chinese New Year,
Adventures, Out Going, Someone
Diwali; are major holidays
looking for supreme 'Quality'
celebrated by major ethnic
Holidays like Thanksgiving,
groups across the globe.
Message: As this specific collection will be launched amid a global pandemic- togetherness, equality, and hope for a brighter future are essential.
Creative Concept A Story to Tell
Creative Concept Distant yet Together Campaign Ambassadors Montblanc's collection isn't seasonal, it's the lifelong companion of the purchasers and part of their legacy which will be passed onto their next generation. This notion of creating timeless pieces and
carrying
the
baton
for
the
generation to be passed onto to the next one with a new perspective is reflected
through
Montblanc's
Ambassadors and Spokesperson. Taron
Edgerton
(Actor-
The
Rocketman) and Spike Lee (DirectorThe BlackKklansman) as ambassadors for
the
#WhatMovesYouMakesYou
campaign and Billy Porter as the Spokesperson
for
the
#WriteRedEndAIDS campaign- were
not just celebrities but activists and artists handpicked to represent the
message and philosophy of the brand itself.
Through
assembling
a
group
of
Artists, Sportspersons, and Activists who have a message of their own to spread
across;
highlight
to
the
Brand's tagline 'A Story To Tell' and
to showcase just how timeless the brand is. As the Watches are aimed at those who love adventure, by sitting at home we can all be together and adventure is within us- is simple to say but difficult to express. The
selected
individuals
will
represent this message as they share their piece of advice and story via Social Media platforms.
The Geosphere collection has five varieties of watches, in it- each
piece
handcrafted
with
different
signature styles and colors- and as this limited collection is part of the timeless vintage archive, it deserves equally timeless, authentic, and one-of-a-kind ambassadors.
Amid a pandemic, to create a sense of unity by sharing their stories, these unique ambassadors will not only contribute
brand's
campaign
but,
inspire creativity as the norms are changing in real-time.
Brand Ambassadors
Deepika Kumari Archer- India
The archer is an Olympic qualified athlete with over 5 world titles to her name. The Robust Wrist band is often associated with masculinity as opposed to softness, calm, patience, and determination which is the embodiment of this world-class athlete. Archery is a sport that runs on the count of each second which beautifully translates into the craftsmanship of this watch as Deepika can explain why a watch is a necessity for a sportsperson like herself.
Sacha Baron Cohen Actor- England
May
it
be
Borat-
a
reporter
from
Kazakhstan, Ali G who interviews people for his 'TV show' or the railway officer from HUGO, the Israeli spy from Netflix series 'SPY' for which he mastered two accents or it may be the Human Right's Activist from Aron Sorkin's 'The Trial of Chicago 7'- Sacha Baron Cohen (SBC) is one of a kind actor, activist, comedian, and a wonderful human being. The Black radar shines in darkness as it points towards the direction we are seeking for is a great metaphor for SBC's abilities as an artist.
Neri Oxman Designer, Architect - USA
Neri
Oxman
is
an
American–Israeli
designer and professor at the MIT Media Lab, where she leads the Mediated Matter research group. Her work embodies environmental design and digital morphogenesis, with shapes and properties that are determined by their context. She coined the phrase "material ecology" to define her work, placing materials in context. The timelessness of the classic leather band complements the farsightedness into design innovation to create timeless resources to benefit our environment.
Kim HeeChul Singer, Songwriter, Actor- South Korea
Olive green-colored watches with such dynamic material require a man's muscular hand to give a sense of adventure, seriousness, calmness yet the golden accents welcome hints of softness and gentle demeanor. Heechul is a 38-year-old KPOP idol who writes, acts, and is an excellent talk show host who is admired by all genders. Considering the political climate, LGBTQ+ people cannot celebrate their existence, so whenever an artist is accused of being gay- they immediately refuse. Heechul on purpose has never accepted nor denied
the
accusations
simply
by
saying-
denying means I'm hurting my fans who are gay and I'm hurting people who are still struggling to fight for their existence. He is a generous yet masculine soul with a hint of mischief and adventure who doesn't hesitate to speak his mind or stand up for someone.
Ronan Farrow Journalist- USA
This
Pulitzer
prize-winning
journalist
brought down Harvey Weinstein after 2-3 year-long
exhaustive
research
and
journalistic ability to pursue the truth. Ronan Farrow became the most feared Journalist in the US through his published work with the New York times and active work and effort to report on the sexual predators without
still facing
roaming
in
consequences
Hollywood to
their
actions and the pain they have caused to the victims. This Journalist and an cultural changing icon define the highlight piece of the collection- Sapphire blue leather waist belt with an iconic round frame.
Campaign Mediums When it all goes digital...
Keeping the 3rd Goal at the center "Focusing and highlighting the craftsmanship of the product as it is part of the Vintage Collection."- the IGTV videos of making of the watches and explaining the design psychology behind it will increase the social media engagement time between the target audiences and the product itself. This has proven to be a useful strategy to create an emotional connection between the audience and the product. As the Ambassadors are selected so carefully and thoughtfully- their stories and association with the respective signature color or wrist band can be recorded and promoted on YouTube with #AStoryToTell. Discussing Mental health and keeping creativity alive and thriving in such difficult times will be the area of focus. #AStoryToTell campaign is a time capsule where the ambassadors can tell a significant story to this year 2020 that changed their lives. For context- 2020 has been a life-changing experience for each of these individuals which made them stand out. Via the #AStoryToTell Instagram campaign, Montblanc's customers will be encouraged to share their holiday and Quarantine stories through Instagram posts, Reels, and Stories as well. A compilation of these customer stories can be further used in the Montblanc Holiday campaign #WishfulGifting.
A compilation of these customer stories can be further used in the Montblanc Holiday campaign #WishfulGifting.
Also, Montblanc's Holiday couples Greeting Card- Ronan Farrow and Jon Lovette (His fiance) can be featured. As nowhere in the cam[aigne gender-specific or sexual orientation terms are mentioned- this feature will be treated just as generically as any of the previous Montblanc Greeting Cards.
#WishesFromUs HOLIDAY GREETINGS FROM JON & RONAN
Greeting Card Ideas #WishfulGifting
As Photoshoots will be done at home in the comfort of their space, with Polaroid Vintage imagery the holiday spirt can be captured to inspire others and remind them to remember to care for one another and to be happy and kind to one another.
IG Post Ideas #AStoryToTell Accessorizing with bracelets or adornments as the watches are aimed towards adventurous and more casual audiences rather than strictly formalscan bring more festive and somewhat non generic look for the rather robust, masculine campaign, that the brand is used to.
CONCLUSION Wristwatches
are
a
gender-neutral
product and Montblanc as a brand has never categorized it into gender-based categories either. But the way they are promoted is gender-biased and this campaign strategy simply removes that perspective
and
keeps
the
product
gender neutral just like the product. Through simply looking at current times and
picking
out
pioneers
of
our
generation to highlight the timelessness and emotionality attached to this brand and this product specifically is all that needs to be done for a brand like Montblanc. The Instagram handle and the Youtube page
will
be
the
only
means
of
promoting the watches and interacting with the audiences- and when done right, the message will be received by the right audiences eventually.
Just as a soul remains long after its body is gone, our pieces are crafted to perform superbly and symbolise elegance for many lifetimes.