Published on March 5, 2014
brand strategy tw steel
challenge TW Steel wanted to align their brand strategy with their renewed business strategy. They introduced a new line of products aimed at women and were preparing for further expansing in the future. Their old mantra ‘Big in oversized watches’ should be replaced by a future fit vision that was aimed at a suitable lifestyle rather than a line of products.
insight After analyzing the people that matter most to TW Steel, we found that they are the dare devils. People who are not afraid to show off. They know every second counts and undertake bold actions to underline their vision on life. They’re aimed at living life #bigtime.
idea Wearing an oversized watch is a bold statement in itself, so we brought to life a brand vision that challenges the people to be even bolder. Every second counts, so all future brand initiatives of TW Steel are aimed at inspiring people to make the most out of their time.
initiatives Several brand activations will be rolled out to strengthen the new brand strategy of Dutch watchmakers TW Steel. First in line was Pilot Your Life. Inspired by stories of champions in sport and business, people were invited to submit their boldest dreams. After a social voting, the lucky winner is now learning to be a helicopter pilot for the air ambulance service in Ghana and The Phillipines.
THE END... (but remember to be bold!)
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