July 22, 2015

Oris

The Challenge

Oris Swiss Watches wanted to promote their sponsorship of the Oris Swiss Air Racing Team and raise awareness of their range of aviation watches. Tomorrow TTH delivered a global social campaign to help the brand achieve their aim.

The Strategy

Tomorrow TTH delivered a two-stage social campaign to amplify, promote and celebrate the long-standing relationship that Oris Swiss Watches has within the world of aviation: specifically relating to the Oris Swiss Air Racing Team’s participation at the Reno Air Races (10-14 September 2014).

The first stage was devised so that all entrants could review the entire range of Oris aviation watches and then select their favourite model. The high level of functionality ensured a seamless user experience and we provided extensive details for each watch, together with direct links back to the Oris website.

For the second stage of the contest, we collated the most popular four watches from stage one and then asked entrants to select their favourite from the final list. In essence this would provide us with a ‘community choice’, as selected by the Oris global social following.

In order to promote the campaign more effectively, we also created a promotional video that was presented by the pilot of the Swiss Air Racing team (Don Vito Wyprächtiger) and incorporated a variety of Reno footage to help inspire entrants to take part in the contest.

The entire project was underpinned by the www.joinorisatreno.com website that provided the backbone of the entire competition: a destination that would enable a wide-ranging audience to discover more detailed information about the competition (including the entry page), but also to gain an insight into the history of Oris Swiss Watches and their association with aviation.

Producing high quality content had become a key objective for this year’s campaign and therefore Tomorrow TTH sent a two-man filming crew to Reno to record and convey every moment to the Oris social community. Daily updates, photo galleries, race results and video summaries were created each day and uploaded to the campaign website. The final piece of content to be produced was an overview of the entire race weekend which was created by Tomorrow TTH in the week after the Reno Air Races had finished.

The Results

• A global audience reach of 2,831,790 people (Facebook analytics)

• There were 123,561 specific actions undertaken by Oris fans, customers and supporters as a result of this competition (this includes Facebook likes/shares/comments/app views, plus video views and microsite visits)

• These touch points were created with the Oris brand across a 10-week period, meaning there were 1,765 interactions for each day of the campaign

• Oris received 45,635 positive endorsements of this campaign via social media

• The amplified reach of this project was 187,530 people (number of shares multiplied by average number of friends)

• There were 31,036 views of the promotional video and 2,079 views of the Reno post-event video on the Oris YouTube channel