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Snowfall in Skagen


Research indicates that up to 70% of watches are purchased as gifts and approx. 60% of annual watch sales occur in the lead up to Christmas. For many watch brands, the sales they generated over 8 weeks will determine their results for the financial year. Success requires a two prong approach to marketing - the first is aimed at retailers who need to be convinced to invest in stock that needs to be in stores well before the Xmas retail rush starts. The second is aimed at consumers who need to be inspired to buy their watches to place under the Christmas tree.

In 2016, idResults was chosen above all the other management consulting firms to prepare the Christmas Campaign for the Skagen Denmark Brand. ‘Snowfall in Skagen’ was the mandatory theme and the only material supplied at the brief was a single image featuring two watches that were not even available in the market.

idResults took up the challenge and developed a campaign that achieved an estimated 19 million impressions and helped Skagen Denmark become the fastest growing watch brand in Australia.

The image supplied at the brief was not aspirational and featured models not available in Australia

Original concept brief for the Skagen Campaign
Snowfall in Skagen advertising

Click image to view the campaign book

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