Omega sails right at the front
Watch Marketing IV: Clever: Thanks to a clever advertising campaign, Omega is riding the wave of Alinghi’s success with its new watch, the America’s Cup Racing Chronograph.
Watch marketing IV Clever: Thanks to a clever advertising campaign, Omega is riding the wave of Alinghi's success with its new watch, the America's Cup Racing Chronograph.Omega's advertising bag is almost uncanny: After a series of successful advertising appearances - for example as a James Bond watch or as the constant court companion of sexy Anna Kurnikova and model Cindy Crawford - Omega is also skillfully making its mark in the sailing world. And this despite the fact that the Swiss watch company sailed in the America's Cup as official timekeeper with the losing team Newzealand and has New Zealand's skipper Dean Barker under contract as an advertising ambassador. There is no sign of dejection at Omega, on the contrary: with a clever advertising campaign, the Swatch Group subsidiary is putting itself where Alinghi's path led in February: in the spotlight. Firstly, the timing is responsible for this. Omega launched the watch at exactly the right time - on the occasion of the America's Cup in Auckland/New Zealand in February 2003. Secondly, the product: while Alinghi's sponsor Audemars Piguet advertised a 53,000-franc platinum watch that was rather unsuitable for maritime conditions, Omega developed a cheaper and more functional watch - the America's Cup Racing Chronograph (from 5,000 francs) - which, with its red and blue "10 minutes" and "5 minutes" countdown function, was designed to bring the boat to the starting line on time. And thirdly: the advertising material. The poster for the new Omega timepiece is tasteful and suggests that Omega is riding the right wave.
Exciting motif
In the center of the advertisement or poster, the watch presents itself from its best side, behind it two sailing boats are fighting for first place in beautiful blue and white waves, and above it is the headline: "The America's Cup Choice". The fact that the maneuver performed by the two ships in the picture makes little sense (the main thing is that it looks good) and that neither of the boats is Alinghi's (with good reason) should only irritate weather-hardy sailing fans. Typical Hayek: In-house advertising
According to the Omega press office, the target group for the watch is sailing and sports enthusiasts. The watch launch in Switzerland will be accompanied by posters - they have been hanging in various Swiss cities since February 12 - and advertisements. These have appeared in the NZZ, Le Matin dimanche, HandelsZeitung and, since April, in the sailing magazine Skipper. A TV commercial was also shown on Eurosport during the America's Cup. Incidentally, the advertising idea - like all Omega advertising ideas - was developed by the internal advertising department at the headquarters in Biel.
The Omega advertising department won the first race against Audemars Piguet. The outcome of the second race will be revealed in a few months' time. Then it will be time to advertise for the advertising medium. It has still not been decided whether - as usual - the official timekeeper will be the partner of the defending champion in the next America's Cup or the sponsor. Alinghi boss Ernesto Bertarelli has the final say.
Looks good even without Alinghi: Omega motif for the Winner watch.
Annelies Friedli
Exciting motif
In the center of the advertisement or poster, the watch presents itself from its best side, behind it two sailing boats are fighting for first place in beautiful blue and white waves, and above it is the headline: "The America's Cup Choice". The fact that the maneuver performed by the two ships in the picture makes little sense (the main thing is that it looks good) and that neither of the boats is Alinghi's (with good reason) should only irritate weather-hardy sailing fans. Typical Hayek: In-house advertising
According to the Omega press office, the target group for the watch is sailing and sports enthusiasts. The watch launch in Switzerland will be accompanied by posters - they have been hanging in various Swiss cities since February 12 - and advertisements. These have appeared in the NZZ, Le Matin dimanche, HandelsZeitung and, since April, in the sailing magazine Skipper. A TV commercial was also shown on Eurosport during the America's Cup. Incidentally, the advertising idea - like all Omega advertising ideas - was developed by the internal advertising department at the headquarters in Biel.
The Omega advertising department won the first race against Audemars Piguet. The outcome of the second race will be revealed in a few months' time. Then it will be time to advertise for the advertising medium. It has still not been decided whether - as usual - the official timekeeper will be the partner of the defending champion in the next America's Cup or the sponsor. Alinghi boss Ernesto Bertarelli has the final say.
Looks good even without Alinghi: Omega motif for the Winner watch.
Annelies Friedli
