THE POWER OF RELATIONS. 17 YEARS OF COOPERATION WITH THE TISSOT SWISS WATCH BRAND
Starting with a press conference introducing the brand to Poland, up to comprehensive service covering the entire communication process. Seventeen years of successful cooperation with The Swatch Group, a Swiss company bringing together iconic watch brands, constitutes a record of TESTA's development: constantly expanding competences, finding new ways, adapting to the changing market conditions or being open to the needs of the customer in the process of consulting. TESTA accompanied the Tissot brand during key moments without being afraid of fresh, ingenious, and innovative solutions. The quality of this cooperation is measured by years, but above all by effective and creative actions of the agency, which translated into fruitful and active work with the client.
RELIABLE BRAND CLOSE TO THE CONSUMER
The Tissot brand is characterized by precision, innovation, elegance, and passion for sport. The challenge TESTA had to face consisted in extracting the essence of the brand in the activities carried out by the agency in such a way as to emphasize its attributes, at the same time building the positive manner in which it is perceived and increasing awareness among consumers. Especially at the beginning, it was extremely important to look for channels that would present Tissot as an available brand, while emphasizing its other qualities. In the past, the Swiss character of the brand was associated with very good quality, but it also built a price barrier in the awareness of customers. That is why it was so important to present Tissot in a slightly different version, which brought it closer to the wider audience.
THE ESSENCE OF THE BRAND EXPRESSED IN MANY WAYS
When looking for new means of brand expression, we focused on two aspects: lifestyle and sports. Building the following level of communication, we took advantage of a solid, previously created pillar, namely relations with the media. It was thanks to them that we’ve managed to ensure that the Tissot brand was also present during the most important sports and lifestyle events in the country and abroad, participated by the biggest sports and film stars, as well as VIPs. That is how the well-known brand built its recognition among a completely different target group. Because our idea worked, we went a step further and proposed “tailor-made”, properly profiled activities that, at first glance, might seem not obvious and not fitting the character of the brand: a Tissot T-Touch Adventure running event participated by journalists and celebrities, a conference for partners on the occasion of ski jumping competitions in Zakopane, or the opening of an Hour Passion boutique participated by the fashion blogger Mr Vintage. Although unconventional, the well thought out and properly planned actions turned out to be a bull’s-eye. Thanks to this, we have made our cooperation even stronger, for example, with creating Tissot content and running social media profiles. TESTA accompanied the brand during its most important events and breakthrough moments, consistently implementing the chosen strategy, which was modified along with developing the brand and the world of communication.
NOT JUST NUMBERS
The basis of success and many years of cooperation with the brand consists in perfectly understanding the brand, commitment, searching for new, surprising tools, and predicting trends. All of this in order to achieve image and sales goals. Mutual partnerships based on trust, respect, and cooperation are all equally important.
SELECTED PROJECTS IMPLEMENTED FOR TISSOT:
Tissot T-Touch Adventure – we’ve created the concept of a cyclical sporting event participated by journalists and celebrities. The race took place in the Austrian Alps.
Tissot Tour – a road show of one of the largest nationwide events promoting modern touch technology used in the production of Swiss watches. Shopping centres in the largest Polish cities.
A Conference for Partners – a forum in Zakopane, combined with cheering during the Ski Jumping World Cup.
Tissot and Certina conference – a conference in Warsaw, participated by several hundred people – clients of the two Swiss brands. The guest of honour was Francois Thiebaud, President of Tissot.
Presentations of new watches – we have organized several premieres of new collections. Each of them in a unique place and beautiful scenery. We took care of inviting guests and handling the events in terms of PR.
Sponsorship – recommendations of sponsorship actions and support for sponsorship cooperation (Marcin Gortat).
Opening an Hour Passion boutique – a non-obvious opening of the store in Domy Towarowe Centrum, presenting trends in men’s fashion and a meeting with Mr Vintage.
160 years of the Tissot brand – organizing and handling communication concerning the jubilee celebration at the National Museum in Warsaw, with the participation of international guests, media, business partners, and influencers.
Swatch Group in Poland – conference of the Swiss company on the occasion of entering the Polish market.
PR services – working with journalists and influencers.
Social media strategy, launching Polish profiles, ongoing service, creating content, advertising campaigns