#NotForSeconds
Bomberg is a Swiss luxury brand that produces high-precision accessories and watches with a bold character, dedicated to everyday leaders.
Until today, the brand has failed to build an image consistent with its objectives of recognition and memorability. The request was to find a new positioning on which building the entire communication, starting from the payoff, ending to the online and offline branding campaign. Hence #NotForSeconds was born, the new positioning that represents what Bomberg is: a brand for those who want to stand out and affirm with their own style, without following fashion and remaining true to themselves.
2019
Reserach & Strategy
Brand Building
Campaign
Content
Social & Influencer
Challenge
The Manifesto.
We identified a specific target for Bomberg: strong personalities, early adopters, all those people who anticipate trends, and do not want to fall under a common definition.
Therefore, instead of defining people for whic the products are intended, we have clearly communicated the people for whom they are not intended. The followers.
People who are happy with what they have. Those who hide behind the conventions. Hence, the first film was born, which became the brand’s manifesto.
SOLUTION
The Campaign.
In a world increasingly dominated by technology, in which Smartwatches are gaining shares in the same reference market as Bomberg, we asked ourselves what is the position of a Bomberg personality in the face of an increasingly common behavior: Smartphone Zombies.
People under the influence of technology and online life. The answer is in 4 campaign subjects, where 4 main carachters show their will of dominating technology, not to be dominated by it.
EXECUTION
Touchpoints.
In addition to the 4 subjects of 15 seconds and the extended 60 seconds version, original materials were created during the same production that allowed continuous communication throughout the following year on the brand’s social media channels. The campaign was completed with the creation of 4 print subjects, which brought Bomberg’s messages to magazines, store and outdoor billboards.
