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What brand personality works best with the target audience? Transferal of traits from lifestyle models, authentic personalities and celebrity endorsers to the brand.
Maurice Lacroix
Maurice Lacroix, a Swiss luxury watch brand, seeks to refine its advertising strategy. However, the question is: what advertising strategy is effective in establishing a brand personality as envisioned by the brand's management? And how are different campaign concepts perceived by the target audience the management seeks to address?
Specifically, we discussed and pondered if anonymous models representing an aspirational lifestyle correspond well with the defined brand image? Or if authentic personalities more effectively transfer necessary traits to build the sought-after brand image? And most importantly: how efficient are the visuals used in the current campaigns?
To find answers to these questions and derive effective strategic recommendations, we developed visuals based on different campaign concepts and had them evaluated along with a set of visuals used in running campaigns.
Maurice Lacroix Pontos Chronograph Monopusher
main contributors from Brand Lab:
Christian Schimmelpfennig, Project Lead
Franziska Spindler, Graphic Design
key people from Maurice Lacroix:
S. Waser, CEO
X. Robert, International Brand Manager
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