IWC Schaffhausen, the Swiss luxury watch brand, just launched an OOH campaign to promote their chronograph watch, which is a type of watch that can measure time intervals with a stopwatch function. The ad claims that the IWC chronograph watch is “The Reference,” meaning it is a standard or iconic model in their collection. The ad also features a close-up of the Pilot’s Watch Chronograph 41 Top Gun, which is a specific model of the IWC chronograph watch that has a military-inspired design and a Ceratanium® case. The ad uses both English and Arabic text, which suggests that it is targeting customers in the Middle East region. The ad is displayed on a large billboard, which indicates that it is aiming for high visibility and awareness among potential customers. The ad does not include any information about the price, features, or benefits of the watch, which implies that it relies on the brand image and reputation of IWC Schaffhausen to attract customers. The ad also does not show the face of the person wearing the watch, which could be a way of inviting the viewers to imagine themselves as the owner of the watch. IWC Schaffhausen featured Hamilton and Bündchen in their ad as they both share the brand’s values of excellence, innovation, and craftsmanship. Hamilton is a musical that showcases the talent and creativity of its cast and crew and the historical legacy of its protagonist, Alexander Hamilton. Bündchen is a model who has achieved remarkable success and recognition in her field and is an advocate for environmental and social causes. Another possible reason is that they both appeal to a global and diverse audience that could be interested in the Portofino collection. Hamilton is a musical that has been performed in various countries and languages and has a multicultural cast that reflects the diversity of America2. Bündchen is a model who has worked with many international brands and magazines and has a fan base that spans different continents and cultures. The campaign used the hoarding format in Dubai to display the timepiece.
