Campaign for the store opening in Bregenz

Huber Fine Watches & Jewelry from Vaduz in Liechtenstein is opening a new store in Bregenz.

The family-owned business is one of Europe's leading watch and jewelry stores, bringing some of the finest brands exclusively to Lake Constance. Our task was to announce the arrival of the jewelry house digitally and analogically - yes, that's right, with print and color profiles. The goal was to forge a campaign whose various cogs interlocked to create a unified image across all channels that would build anticipation.

The challenge

Huber Fine Watches & Jewelry has the finest brands in its portfolio. They rightly place the highest value on their stringent brand presence. At the same time, we were only allowed to use a limited amount of image material. We were not allowed to show specific products or focus on individual brands. Difficult conditions - but the best conditions for a campaign that combines the elements of Huber Fine Watches & Jewelry, the new location and the timelessness of its products.

Showing watches without showing real watches - the briefing's succinct summary.

At the end of the creative process, our favorite was chosen: scissor cuts that recreated the silhouettes of iconic watches. Alienated enough to leave room for interpretation, yet concrete enough to provide a framework. The background speaks for itself: Unique scenes of Bregenz, captured at the golden hour. In this way, the theme of "time" also subtly resonates here. A little Easter egg. The photos were taken in cooperation with Fotostudio Fasching.

The Out-of-Home Campaign

For a digital agency, an OOH campaign is something special. And when it goes international, it becomes even more special. Thus, the campaign extended to Vorarlberg and the German Lake Constance region. In Vorarlberg, the campaign posters appeared on 136 surfaces over a period of 14 weeks. Surfaces included city lights, billboards, rolling boards and telelights. This resulted in approximately 4,300,000 touchpoints, including three prominent sites:

• The bridge billboard at the Bregenz train station facing the city center.

• The Rolling Board Bregenz Rheinstraße towards the city center

• The poster at the entrance of Cineplexx Hohenems

OOH in Germany

Here we occupied 253 sites and achieved an estimated reach of around 4 million contacts in the German Lake Constance region.

The digital campaign

Last but not least, online marketing. Here we were able to draw on a wealth of resources. Online marketing, creative and strategy worked hand in hand to create a multi-channel campaign. Facebook, Instagram, Google Search, Google Display and Influencer Marketing, divided into three phases. Pre-opening, one month after opening, and then peaking during the holiday shopping season. The goals were to promote the grand opening event, the Open House, and to drive visitors:inside to the website to learn more about the brands, the Huber family business and other locations.

We sent a newsletter to the company's existing contacts in Vorarlberg with a personal invitation to the event. Again, the previously created visuals were used.

Along the way, a large portfolio of collateral was created, all derived from the key visual. We think this resulted in a very organic and harmonious campaign. Kudos to Senior Art Director Alexa Vick.

Campaign KPIs for Google Display

Campaign KPIs for Facebook, Instagram and Newsletter