Movado Group (BOSS Watches & Jewellery manufacturer and licensor) tasked us with rethinking their media mix and ad creative ahead of the 2024 Christmas launch of the BOSSMATIC. The campaign needed an engaging landing page to enhance the shopping journey and seamlessly convert customers into BOSS advocates. We found that the seasonal gifting journey was complex, requiring a balance of brand-affirming and product-identifying messages to guide shoppers through decisions like "tech vs. classic" and "BOSS vs. Armani." 

By taking an audience-first approach, we ensured that BOSSMATIC stayed top of mind, whether shoppers were seeking gift inspiration, researching dress watches, browsing online or in-store.

Building from existing client assets, we used simple but impactful user interactions to lead users through product imagery in a way that highlighted the products’ unique features and colourways. Although the launch was focussed on the combination of automatic, motion-based charging and the accuracy of a quartz mechanism, we needed to focus on the beauty of the watch as a gift, while communicating that the diving-inspired design and the hybrid technology was the first of its kind from BOSS Watches and Jewellery.

Our approach identified avenues to engage both loyal and new audiences through collaborations with Spotify, Dianomi and Google’s entire ad inventory. The campaign achieved the most cost-effective impressions, click-throughs, and conversion rates in Movado Group’s history, making BOSSMATIC a festive success. 

We launched BOSS Watches on Spotify, delivering to 474k listeners. While our creative successfully converted customers through online placements in GQ, The Times and Sky News among others, leading to the campaign generating 101k purchasing opportunities via the Beaverbrooks online store.