The issue

The watch market is stagnant with a low level of sales from January to Septemeber.

The insight

The target market of young lads (aged 18-24) are into their brands, style conscious with a bit of money. There is a trend for multi watch ownership amongst this audience. We need not only to encourage a purchase but inspire consumers to return to the brand.

The idea

A compelling 12 month sales promotion campaign, leveraging the 'Be Younique' positioning. On purchasing a watch, the customer receives a 'Younique' membership card in the box, which forms a call to action. The customer can then log online to see if they have won a GQ subscription plus enter for the chance to win 1 of 12 experiences in our monthly draw and view a whole host of other incentives giving reason to regularly return to the site. The microsite is a vehicle to communicate the promotion and Police brand with the ultimate objective to encourage the customer to revisit the site regularly and make repeat purchases. Alongside the microsite we ran a Facebook tagging competition, inspiring non-members to join the Police brand.

The impact

We always prefer to share results in person. So if you would like to find out more, please contact our Head of Sales & Marketing, Jonathan Jesson on 0116 299 1144.