Goals and objectives
At the beginning of 2022, Audemars Piguet came to SCMP Morning Studio looking to develop a branded content campaign. The objectives were:
- To showcase Audemars Piguet’s iconic Royal Oak watch for its 50th anniversary, and its commemorative timepiece
- To raise awareness of Audemars Piguet among brand lovers and prospective buyers – especially a younger, millennial age group
- To promote Audemars Piguet’s physical pop-up exhibition, presented at the West Kowloon Arts District from September 18-25, 2022
To tease the exhibition, the branded content campaign was positioned to retrace the Royal Oak’s development from horological iconoclast to icon, by taking an immersive journey back through time. As prospective visitors to the exhibition, the readers of the campaign were expected to take a deep dive into the Royal Oak’s cultural universe and follow the evolution of this timepiece, from its first inspirations through to its enduring impact on the world of watchmaking.
This partnership was achieved based on the huge success of a campaign we created for Audemars Piguet in 2021, called “The Moon Is Leaving Us”, which won Best Use of Infographics (Gold) and Best Integrated Program / Omni-Channel Integration (Bronze) in the 2022 Native Advertising Awards.