Adestra’s MessageFocus platform was used to launch an email campaign showcasing luxury watch retailer Tag Heuer’s Carrera Collection ahead of the Monaco Grand Prix, of which it was a sponsor
The Challenge
To showcase Tag Heuer’s heritage and historic connection with the prestigious auto racing event Formula One; to make Tag Heuer subscribers aware of the new limited edition watch appealing to the fans of the sport.
The Strategy
Create excitement about the brand and product by taking advantage of the excitement around one of the most prestigious Formula One Circuits: the Monaco Grand Prix.
With high-end competitors like Rolex and Omega, More2 decided to focus on Tag Heuer’s role in Formula One to promote the limited edition watch. They created a simple email campaign focusing on this association, and timing was of the essence. The email was sent to people who had already subscribed to receive Tag Heuer’s newsletters, just a few days before the Monaco Grand Prix. This event was chosen as the brand also sponsors it, therefore the association is reinforced through multiple channels.
The tone of the email is set right from the start with the subject line ‘Get Into The Racing Spirit’. The pictures and copy used all revolve around this theme, making a clear association between the sport and the brand.
To showcase Tag Heuer’s relation to Formula One, the email included information about their role as official timekeeper and their sponsorship of the Monaco Grand Prix. But perhaps the most important connector was the limited edition Carrera Calibre 1887 watch dedicated to Formula One fans. The Carrera series is Tag Heuer’s most popular line and Calibre 1887 is their signature chronographic technology. So creating a product combining the two elements with a dedicated auto racing design strengthens their positioning as a luxury brand in the mind of the desired audience.
The promotion of the watch is also strengthened by the fact that the product aspect is the only call to action present in the email. Receivers can either ‘View the entire Carrera Collection’ or ‘Shop this limited edition here’.
The Results
Because the theme of the message is clear from the start, it achieved an open rate of 27 per cent, significantly higher than the retail industry average. The timing of the email and clear CTA successfully raised awareness of the product. As shown in Adestra’s Heatmap Report the number one clicked link was the ‘Shop this limited edition here’, with an overall click-to-open rate of 12 per cent.
By using the power of real-time marketing, customer insight and Tag Heuer’s heritage, More2 delivered a strong message strengthening the brand’s positioning, their association with Formula One and promoted a limited edition watch showing their expertise in the luxury watch market.