TAG Heuer ConnectedDigital campaign - Landing page - Brand content - Social
To mark the launch of its new smartwatch, Swiss watchmaker TAG Heuer entrusted Bonhomme with the task of designing a digital ecosystem capable of transforming a massive influx of traffic into a memorable brand experience. As a Paris-based creative agency, Bonhomme established itself as a strategic partner to bring to life a 360° initiative capable of handling this traffic and extending the narrative initiated by the campaign
Structuring a digital ecosystem for conversion
The challenge lies in designing a coherent digital strategy capable of bringing a complete ecosystem around the product to life, ensuring smooth continuity between the acquisition campaign and the user experience, so as to showcase the watch's specificities throughout its discovery.
A visual synergy for immersion
For this launch, the communication agency specialising in luxury, Bonhomme, took charge of the entire visual production chain to feed the brand's digital ecosystem. The studio's teams designed a series of motion design films that break down the watch's features, while an exclusive photo shoot was carried out to present the product worn in real situations. This content feeds an interactive landing page whose architecture is built on a 3D-synchronised animatic tied to the user's scroll.
In practice, the scrolling motion triggers the assembly and movement of the watch's components in high definition, allowing every technical detail to be discovered fluidly. This approach transforms a simple product page into an interactive exploration tool that ensures direct continuity with the aesthetic of the advertising film.
Results and Impact
The programme makes it possible to
- efficiently welcome traffic from an acquisition campaign;
- structure a coherent, fluid digital journey;
- showcase the product's features through immersive content;
- facilitate projection and adoption by users.
By combining acquisition strategy, content production and digital experience design, Bonhomme, a communication strategy consulting agency for watchmaking, demonstrates its ability to design global programmes where design, narrative and technology converge to support a product launch within a demanding digital environment, in keeping with contemporary luxury standards.
