TAG Heuer Connected GolfBrand content
To mark the launch of the TAG Heuer Connected Golf Calibre E3 special edition, the Swiss watchmaker is rolling out a global marketing campaign designed to support the release of this highly technological product. As part of this effort, the Paris-based communications agency Bonhomme is involved in the design and implementation of a comprehensive strategy centered on the production of a commercial and related content, as well as the development of a cohesive digital ecosystem.
Designing a global communication campaign for a technological product
The launch of a connected watch designed for golf carries a fundamental challenge: translating the high technicity of a luxury and avant-garde watchmaking product through the prism of a sport with complex, demanding codes.
The task is therefore to structure a communication campaign capable of translating this dual sophistication into an accessible narrative, while ensuring consistency across the various touchpoints, from the campaign film to in-store activations and digital environments.
Content production at the heart of the communication programme
To meet this objective, Bonhomme organises a shoot in the Canary Islands to produce all the content required for the campaign. The programme is built around a main film, at once instructive and aspirational, staging the watch in real playing situations. The narrative underlines the product's ability, within the world of watchmaking, to support the player through the key moments of their performance.
In parallel, the studio develops complementary content, including educational formats and visuals intended for retail and digital touchpoints. The photographic production covers packshots, action scenes and backstage moments alike, feeding the full range of communication materials.
Landing page
The campaign continues on a dedicated landing page, integrated into the brand's main site. The UX/UI design of this page structures the discovery of the product by making its features legible, while creating an immersion in its universe, true to the codes of luxury watchmaking. The user journey is designed to progressively guide understanding, transforming a communication campaign into a coherent digital experience.
Social media
In addition, a series of content is deployed across social media to drive distribution and traffic acquisition, reinforcing the overall reach of the campaign.
Results and Impact
The programme makes it possible to
- deploy a consistent campaign across every touchpoint;
- showcase a technical product through an accessible narrative;
- ensure continuity between film, digital content and retail;
- strengthen the brand's visibility and desirability.
By orchestrating the entire production and distribution of content, the luxury-specialised marketing agency Bonhomme demonstrates its ability to design global campaigns where strategy, creation and deployment converge.
Nolan B.Content Manager - TAG Heuer
Bonhomme was able to make us dream in the pitch phase, reassure us in the execution and bluff us in the rendering. Their talent is above all their sense of detail but especially the passionate people who work there. A real pleasure to collaborate with them on this campaign.