Swiss watchmaker Jaeger-LeCoultre is promoting its new “Reinvent Yourself” video featuring brand ambassador Diane Kruger. This video is unique in that it is including original, interactive features that give viewers exclusive information behind the making of the film. These “hot spots” educate consumers on products offered by Jaeger-LeCoultre while building brand trust.
The short film has attracted the attention of both brand enthusiasts as well as marketing strategists. John Casey, who is not affiliated with Jaeger-LeCoultre, stated that these type of videos “allow brands to give their customers and loyalists the opportunity to be more emotionally connected to their campaigns.”
“These videos serve as a way to provide a more intimate experience for a brand’s customers,” he said.
The Making of the Video
This video is everything that embodies the Jaeger-LeCoultre. It is elegant, insightful, and now has a whole new way to communicate with its audience.
Multiple hot spots can be seen throughout the video. What makes them particularly interesting is that they do not seem to detract from the viewer’s overall enjoyment of the video.
The hot spots are conveniently placed around the video, and allow views to access supplemental information regarding the watches that were used in each particular scene.
The video by itself is alluring and inviting. It starts with a woman holding an infant while a child runs in a nearby field. A hotspot appears above the watch that the woman is donning, ever so gracefully. If you click the button, a small window will open over the scene and the current video will be paused.
The window displays the name of the watch, the year it was designed and a link to the collection it belongs to.
We won’t spoil the whole video for you here, but the short film goes through the life of Ms. Kruger, from the she first started dancing, to her present state.
One of the greatest strengths of this video is that it doesn’t feel like an advertisement. In fact, even though each scene shows an interactive hotspot, not all of the hot spots are timepiece-focused.
While the scenes display dazzling timepieces, such as the vintage Aston Martin DB6, a Jaeger-LeCoultre Ring watch,the Rendez-Vous Night & Day timepiece, the Grande Reverso Lady Ultra Thin, and the Rendez-Vous Celestial, they also include behind-the-scenes footage. The viewer can watch the film while being introduce to the techniques that were used to make it.
What it Means for watch enthusiasts
Brands can now include additional information and increase product knowledge in advertisement campaigns. Other brands, such as French label Christian Dior, and French fashion house Chanel are using similar advertising methods to expand their brand knowledge.
Aside from being marketing gold, the video has implications in the timepiece market. This video really engages the viewer in ways that videos have never done before. And it doesn’t hurt that Ms. Kruger is drop-dead gorgeous.
Brand loyalists and fans of Ms. Kruger will surely appreciate the video on her merits alone. Throw in these new hot spot feature with some of the best luxury timepieces on the market, and you have one video that is sure to get people buzzing with excitement.