IWC - Awesome Execution at 2 O'Clock

We marketers, even reformed ones, can get very cynical about integrated marketing campaigns. They so often misfire or are done in a half-hearted way which made Saturday’s discover of the IWC ‘Spitfire’ campaign at Terminal 2 of London’s Heathrow Airport a very rewarding experience.

First there was the use of large format video screens as you approach the departure hall…

…which had been perfectly edited to ensure that the Spitfire action would catch your eye during your walk across the catwalk from the car parks / public transport access to check-in…

…through check in, and no longer thinking about watches or vintage aircraft. But what’s this, beyond security in the atrium…

…there is no way that the time is not being found to explore this a little closer…

…replica aircraft, watches galore and an assistant ready to help in a flying suit. But I don’t have much time so if only…

….there was a “takeaway”. There was. A nice analogue brochure to look at on the flight. Which will keep me interested until I google “IWC” to find their website…

…and I land right on the Spitfire page.

This was the perfect journey of discovery. No disconnects. Just a well executed campaign carefully placed in an environment which provided a pinch-point for the IWC demographic.

Terminal 2 is the home of Star Alliance, so a global passenger reach from North America all the way to the Far East with airlines such as Swiss and Lufthansa providing a strong throughput of European prospects.

Best practice.

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The author is a brand consultant and founder of Mission Critical, a highly focused and curated weekly briefing for time poor and information hungry decision makers and THE FIRST, a monthly briefing containing 31 inspirational insights.