Seiko's 2008 Campaign: Arctura, Spring Drive And "Me."
In September, SEIKO Watch Corporation is launching its 2008 campaign on a truly global basis. In outdoor, print, on-line and broadcast media, the campaign will primarily showcase SEIKO's newest star collection, Arctura, but will also feature SEIKO's other Elite collections, Sportura, Premier and Velatura as well as the ground-breaking Spring Drive collection.
The “Me.” Campaign
In 2007, SEIKO launched the “Me.” campaign. It is based on the insight that, for a majority of people and especially younger men, one's watch is more than a functional accessory; it is an expression of one's personality. No other accessory lives so intimately with its owner as does a watch, and today's discerning watch buyers realize this, and enjoy the challenge of finding the watch that fits most precisely their lifestyle and character. Their watches are part of who they are and of how they wish others to see them. For this reason, one's choice of a watch is a deeply personal decision and one that consumers take ever more seriously. While it remains true that many consumers have a repertoire of watches, it is also true that, in recent years, a 'less is more' attitude to watch ownership has taken root, and the most discerning consumers now prefer to own fewer watches of higher value. Today, a watch is a more special, more individual and more personal choice than ever before. The “Me.” idea taps into and expresses this new trend and invites the watch enthusiast to consider SEIKO as a brand that truly understands the inner “Me.”
For 2008, the campaign idea is unchanged, but the visualization of the idea is refreshed with new styles and new photography.
The new Arctura
The Aerodynamic design for high-performance
The first Arctura was launched in 1997 as the emblematic design of SEIKO's revolutionary Kinetic technology. Just as the technology used the motion and life energy of the wearer to power itself, so the exterior design of Arctura expressed power, modernity and dynamism of the Kinetic idea. Arctura was Kinetic and Kinetic was Arctura.
Today, Arctura is re-launched with the same Kinetic technology at its heart. Since 1997, the suite of Kinetic movements has been greatly expanded to include chronographs and, new for 2008, Kinetic watches for women. SEIKO Kinetic has become increasingly popular in recent years as consumers seek higher grade movements and ¡Ægreener' watches, and the new Arctura will add further momentum to this trend. No less than 5 Kinetic movements are contained in the new collection.
The exterior design of Arctura is also true to its distinguished heritage. It has the same sleek, modern and sculpted lines as its predecessors, but is has a new aerodynamic profile and a new refinement in its detailing. Arctura remains the signature of Kinetic, but is now also the Aerodynamic design for high-performance.
To express the almost magical power generation of SEIKO Kinetic and to showcase the new aerodynamic design of the new Arctura collection, the new campaign visuals for Arctura show our hero in the dramatic setting of a glider airfield, perched on the coast of the Pacific Ocean.
The new Arctura visual
To express the almost magical power generation of SEIKO Kinetic and to showcase the new aerodynamic design of the new Arctura collection, the new campaign visuals for Arctura show our hero in the dramatic setting of a glider airfield, perched on the coast of the Pacific Ocean. Shot by the internationally renowned photographer Ken Kochey, the photographs were taken near Carmel in California.
Spring Drive
The Quiet Revolution
In 2008, the weight of advertising investment behind SEIKO's revolutionary Spring Drive collection will be greatly increased. Since its launch in 2005, Spring Drive has found great favor with watch collectors and specialists all over the world. Today, as production capacity has been increased, Spring Drive will be presented to a wider public through increased exposure in mainstream, up-scale media, featuring the same “Me.” campaign concept. The Spring Drive Chronograph and Moon Phase styles will be featured.
Sportura, Velatura and Premier
Alongside Arctura and Spring Drive, the Sportura, Velatura and Premier collections will also be showcased in the 2008 SEIKO “Me.” campaign and new visuals are now being released featuring the new 2008 designs. In the Sportura advertising, the continuing partnership of SEIKO and the Honda Racing F1 Team is celebrated, with their lead driver, Jenson Button, being the hero of the advertising.
The Media details
The new 2008 SEIKO campaign is set to launch in the autumn, with the precise timing and media selection being decided at the national level. The media to be used will all be up-scale and suited for the high prestige of the new SEIKO. Alongside traditional print media, SEIKO will make aggressive use of the new media opportunities afforded by the Internet, and, where appropriate, TV and out-of-home media.
For further details, please visit our global site http://www.seikowatches.com and http://www.seikospringdrive.com. You will also find local contact information on these sites.
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