Patek Philippe extends its institutional advertising campaign into digital.
Following the successful launch of the institutional print advertising campaign, Patek Philippe extends its institutional communication strategy into digital media. The institutional print campaign runs alongside the world-renowned corporate “Generations” product campaign and reinforces the Patek Philippe core brand values: family heritage, highest level of craftsmanship, and constant innovation. Currently, there are six active advertising themes: “Patek Philippe Seal”, “Acoustics”, “1200 Steps”, “Restoration”, and the recently released “Creation” and “Ladies First”.
The digital activity will bring to life the institutional campaign in the form of a series of themed microsites with content tailored to suit the most inquisitive palates from the watch amateur to the collector. It offers unique and engaging content about the manufacture, the family involvement, and the exceptional standards of watchmaking at Patek Philippe.
The first chapter of the digital campaign and the microsite will start with the “Acoustics” theme and use the headline from the current print campaign: “Of course, the acoustics of all minute repeaters have to be tested. In our family-owned watch company, the President does it.” The “Acoustics” microsite offers a wealth of content about minute repeaters, one of the most revered types of complications, and brings to life the extraordinary collection of Patek Philippe minute repeaters. It describes the meticulous testing process and the family involvement in the quest for the perfect sound. It also features a “realtime chiming” function and an exclusive in-depth interview with Thierry Stern, President of Patek Philippe, about the exceptional nature of these timepieces.
The microsite will be supported with on-line advertising banners and bespoke QR codes in print with an instantaneous link to the microsite in English and German. The advertising campaign launches in December in the UK, Germany, and the USA, and on a selection of international media sites.
The institutional “Acoustics” microsite can be found at:
www.patek.com/acoustics
Alberto Schileo
Patek Philippe Forum Moderator
Tempus fugit, horologia manent
