1915 is a new fashion retail concept by prestigious UAE watch retailer Ahmed Seddiqi and Sons. Appealing to a wider fashionista audience than Seddiqi’s traditional luxury market, we created a campaign for 1915 based on the idea that every person needs more than one watch. We began with a teaser campaign featuring models with extended arms. Closer to launch the arms were filled with a range of watches, signalling ‘our time has come’.
Stretching from newspapers, magazines, giant billboards through to social media and radio, the campaign is reaching out and grabbing the fashion conscious of the UAE.
The ads originally ran with just a headline and logo to draw the interest of style-seekers.
Closer to the launch of the first store, the watches were added to show the range of watches for every look and every occasion.
The campaign images stretched across all kinds of media, from hanging banners in malls to freeway bridges.
Working with 1915’s social media agency, we took full advantage of the social networks to build a buzz prior to launch.
The campaign is now reaching into seasonal messages.
On radio, we turned finding the perfect watch into love at first sight.
The 1915 pre launch website helped fashion followers find the first store and allowed then to sign up for a special launch event and exclusive offers. And, in keeping with the cutting edge style of the brand, the site’s responsive design meant it looked great on any device, any screen, any time, anywhere.