Create a global campaign that will refresh the image of the brand and drive sales of its new watch collection in the Middle East, France, Switzerland and Greece.
Police Lifestyle’s brand was associated with the ’rebels’ of the 80’s. To appeal to a younger audience, the brand shifted its communication to connect with the ‘Quiet Rebels’ of today.
We crafted a creative ‘Be The Unexpected’ that would make the brand stand out from the crowd globally. 34 international influencers with a range of diverse interests including gamers, comedians and skiers, were challenged to create aesthetic and attention-grabbing content to appeal to millennials and make the brand culturally relevant again.
We exceeded all KPIs for the campaign in just 5 weeks and increased the brand’s share of voice with a 108% increase in positive mentions. The content produced highly resonated with the new target audience and therefore total engagement was three times higher than predicted.