Established watch brand Casio shares its 2016 success stories across its G-Shock, Baby-G and Edifice ranges.
Master of G - Air, Land & Sea Series
Designed and engineered for use in the harshest environments, G-Shock continues to support the consumer, who in the face of adversity takes on the challenge of extreme weather conditions head-on. Proving to be the “Toughest Watch of All Time” is taking strides to secure its claim in a digital landscape, which may very well be the most effective to date.
The variety of Master of G product in the run up to Christmas saw a resurgence in premium, high specification models predominantly online, seeing a growth of +84% YoY.
A first ever for Mudmaster , the collaboration with utilitarian streetwear leaders Maharishi, saw long standing success well into 2017 heading as the top selling G-Shock product after its October 2016 release. The sea focused digital campaign for Gulfmaster GWN-Q1000 featuring big wave surfer Andrew Cotton, was not far behind reaching over 500,000 in a span of two-months with the 13 min feature film “The Journey”. The latest addition to the aviation concept Gravitymaster GPW-2000 is gearing up to be the next leader in premium timekeeping.
Women with Active Lifestyles
Baby-G continues to win over their target audience of fashion savvy young women that are bossing the digital landscape and making strides in their respective industries . With over 1,000 uses of the campaign hashtag, the #Prettytoughgirls campaign continues to garner the interest with a reach of approx 115 million in social media and press coverage. With the rise of women in major sportswear campaigns, it’s only natural that Baby-G confirm its place in the world of “athleisure” - casual wear.
The sports-wear inspired SS17 models present the perfect opportunity to continue as pioneers in female sport accessories launching additional lines in the ‘running series” with BGA-240 and taking design inspiration for women’s sports shoes apparel shoes in modes BA-110PP and BGA-240.
Casio Edifice ‘Staying n Sync’
Embarking on the first year of partnership with Formula One team Scuderia Toro Rosso, Casio Edifice was full speed ahead in 2016 teaming up with Discovery Channel to push the ‘Staying in Sync’ message to world travellers and motorsports enthusiasts alike. The campaign was brought to life with a more personable approach facilitated by ‘Motoring on Discovery’ - the concept featured rolling video content which sees the dynamic-duo of Toro Rosso drivers Carlos Sainz and Daniil Kvyat share how they stay in sync in both their personal and professional lives.
With it’s fourth year of sponsoring the Discovery Channel’s ‘Motoring on Discovery’ Casio Edifice saw it’s peak online, with the sponsorship driving +76% of traffic for Casio Edifice product - with the motorsport collaborative launch of EFR-554TR in 2016, the Bluetooth enabled EQB-500DB wasn’t far behind to dominate the Casio Edifice line up. The latest additions to the Edifice series of high-performance watches continues to embody the brand ethos of ‘Speed and Intelligence’ with designs that captures the thrilling experience of auto racing, thanks to input from a professional F1 racing team Scuderia Toro Rosso.