Patek- Philippe´s watches have enjoyed a great demand and reputation among collectors of high social status and wealth since the Swiss luxury watch manufacturer started making watches in 1839. Monarchs, political leaders and rulers purchased the pieces by the brand for personal use or as a precious gift to be presented to a guest, in recognition of someone.
Considering the above, the insightful and emotional concept of the “Generations” campaign launched by Patek represented a totally new approach for the high-end luxury segment depicting everyday situations of fathers and children that evoke spontaneous feelings and emotions, instead of stereotypical cool images for those segments. Noted for the elegance and sophistication of these portraits, the use of authentic real fathers and sons also enhances the persuasiveness and distinctiveness of the message.
The slogan “You never actually own a Patek Philippe. You merely look for it for the next generation” not only highlights the strong relationship between Patek customers and their watches, but also links the future and past generations when they purchase their timepieces. Through these ads, the emotional component that drives the decision of a purchase is included, considering that such a high-end product may be bought once in a lifetime.
The ad is also a success because the idea perfectly transmits the brand values of a brand such as Patek: tradition, craftsmanship and value.
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