*Interview to Jean-Claude Biver, 26 Septembre 2014, Bilan
TAG Heuer’s change of direction: move upmarket slow down,
haute horlogerie no longer on the agenda

Risk taker => dare to challenge the unknown
Talk to young darers
Turned to the future like never before BUT equipped with the richness of t Transcend own’s reliance
 Rely on one’s inner strengh…. Go beyond one’s own
capacity within a competitive environment

Turned to the future like never before BUT equipped with the richness of t Anti-conformism to the full, almost confrontational?
 Ready to take on unconventional challenges

Turned to the future like never before BUT equipped with the richness of t
• Talk to young darers
• Turned to the future like never before BUT equipped
with the richness of the past

He has purchased his first watch at
TAG Heuer
He owns a Swiss watch, which
happens to be a TAG Heuer either
because of the brand OR else
because it was the Swiss watch he
could afford to buy
He is looking into buying a Swiss
watch, but he is not thinking of TAG
Heuer
He is a keen watch enthusiast, but
but he is not even contemplating
TAG Heuer
He is a fervent devotee of Grande
Horlogerie and a collector of fine
Swiss watches d’horlogorie Suisse

Com’ consultant (executive)
CSP+ , townee, he does not practice any
sports, but he keeps up to date with football
news and watches F1 Gran Prix on the
television

a very-urban, business developer,
Refined and tasteful
CSP +, jogger and climber, he casually reads
sport newspapers, but he is disconnected
from other sports

Expatriate executive,
affluent achiever
(ex : Korean living in Singapore)
Married, 2 kids, badminton player, he follows
soccer and tennis international tournaments

Financial consultant, CSP++,
Executive Wealth
Living in the City
yachting occasionally

 Create a dedicated content for each Social
Plateform
 Deliver a dedicated posting calendar for each
Social Plateforms
 Accompagny markets to custom internation
content and create local content for specifics
needs
NEW BRAND POSITIONING IMPLIES CONTENT / TONE
OF VOICE ADJUSTMENTS
 Reach a new younger target audience in terms of
staying relevant while increasing marketshare in
affordable timepiece chronograph
 Achieve mass market target in terms new value
awareness and advertainment
 Speak relevantly while re-establishing new brand
values => #dontbreakunderpressure
 Leverage brand’s ambassador’s online communities

As achievers by
audacious outstanding
perfomers in various
fields relevant to the
brand
By authentically beautiful
watch pieces, ambitious
in their design and their
technology

Who matches their values and strong mindset : self-
achievement, risk-taking, eager to succed with
uncompromising attitude
Who wants to to share the passion for fine watchmaking

With questions about the products
Keep up to date with the brands’ news

Through Ambassadors’ pieces of personal
stories and accounts of thrilling events By chosing sceneries and settings where the products
represent that mindset
By providing access to the brand

 Premium and clean visuals or photographs
 Enhancing every visual with different associations such as : touch of
colors, a material or a link to its spirit, present on the watch
 Close up with angle, asperity and depth for each watches
 For each portraits, black & white filter for most of the pictures, with a
little touch of color to remind a detail of the watch

 Minimalistic
 Always try to showcase a watch on every post to engage fans
 Use of Tag Heuer's minimalistic logo in outline black or white.
 The color green and red outline inspired by Tag’s DNA should be discreetly placed.
 Example : In most of the Facebook post, this logo will point a green & red timeline,
relating to the brand's DNA and symbol of the extreme accuracy.

Turned to the future like never before BUT equipped with the richness of t Remains as a signature on Social Media.
 Will be integrated to wording / creatives / hashtags
according to the messages.

Turned to the future like never before BUT equipped with the richness of t
 Will be the main Hashtag we use on most posts related
to the values.
 Subcategories Hashtags (#ThoseWhoDare, etc.) will be
used to tactically, as a complementary approach or
when already in use widely on social medias
(#WatchFriday)

The state of mind before of a
performer before the key moment.
Interiorizing the way of thinking of a
rule breaker
Disruptive key people within TAG’s
history (past or present) regarding
the watchmaking industry
A TAG Consumer and its TAG Heuer
Watch on the frontpage
Events Tag Heuer sponsors
TAG Heuer key moments in the
history of watchmaking
A moment to focus on what the
user want to achieve
How the product is stylish
How the product is innovative
How the product is intricated in an
unexpected situation

 Inspire the community
 Identify to brand ambassadors
and mindset
Showcase these moments of high pressure and focus,
before a big performance. Be it a match, a shoot, a
race, a concert. They crystallize the expression and the
mindset necessary before achieving something big. It
can go along with a quote.
 Ambition
 Risk-Taking
 Strong Minded
 Authentic
 Straightfoward
 10 % of contents Portraits
 Close up
 Attitude
 All

 Inspire people with our mindset
Showcase the mindset of Ambassadors, performers,
or achievers in the events and territories where TAG is
present.
What makes them push the boundaries of their vision
or competencies ?
 Ambition
 Risk-Taking
 Uncompromising
 Authentic
 Passionate
 15 % of contents
 Portraits
 Attitude
 Touch of colors, a material or a link
to its spirit, present on the watch
 According to ambassadors /
performer. The audience could be
split. For instance, for a post on
Cristiano Ronaldo, we could address
only <35 on Facebook.

 Be inspired by beautiful
watchmaking process
 Identify to a community of
watchlovers
Showcase TAG Heuer technological
masterminds accross times. How did they
break the rules of the Watchmaking
industry?
 Avant-Garde
 Nonconformism
 Disruption
 Authentic
 Passionate
 5 % of contents
 Portrait
 Close up on the action
 Watchmaking passionates

 Interact with the brand
 Identify with a community of
watchlovers
Showcase a TAG Heuer Fan displaying its watch with
the mindset in had in mind when taking the picture.
Why did he chose this watch in this context ? The
content should invite other fans / followers to send
their own picture to the brand.
 Coolness
 Nonconformism
 Proudness
 Personal
 Close
 Passionate  10 % of contents
 Subtle TAG Branding with the
colors, No logo
 User Name & Authentic
 The situation has to be unexpected,
like a stage set by the user
 Watchmaking passionates

 Inspire with performance
 Raise brand awareness
Present events or actions in TAG Heuer is involved with,
putting emphasis on the mental strength necessary to
achieve them and the twist in the usual rules they
represent.
 Challenge
 Risk-Taking
 Strong Minded
 Thrilling
 Passionate
 20 % of contents Moments
 Impressive or intense
 Some events might be more
appealing to a younger targets
(Football or Music for instance)

 Showcase innovation
 Identify with a community of
watchlovers
Key moments in the history of the
brand, when a new technology,
product, or design set a new
standard and disrupted the
watchmaking industry.
 Avant-Garde
 Nonconformism
 Disruption
 Authentic
 Passionate
 5% of contents Depending on the historic visuals
Should be kept premium with a
black & white filter
 Watchmaking Passionates

 Belong to a community
 Interact with the Brand and share
its values
A moment when you set objectives to yourself: what do you
want to achieve ?
Who will be your mentor ? What TAG Heuer watch will you have ?
What thrill would you get from this event ?
A threefold list of a TAG watch, a person, a place / an event users
would like to reach to.
Users are invited to submit their choices and we stage them out
with their contribution.
 Ambition
 Uncompromising
 Nonconformist
 Proximity
 Passionate
 Visionary
 5% of contents
 Inspired by with Tag logo on the
presentation
 Keep it premium using code of
previous theme
 All

 Fulfill thirst for beautiful watches
 Identify to a community of
passionates
Inspiring shots of timepieces always
associated with the right material
(steel associated with a wheel). The
aim is to put forward how stylish the
product is in its “element”.
 Coolness
 Reliability
 Nonconformism
 Elegant
 Passionate
 10% of contents
 Treatment with (in situation) or without
shooting (with a universe)
 Background with a touch of colors, a
material or a link to its spirit, present on
the watch
 Close up with angle, asperity and depth
for each shooting
 Watch passionates

 Fulfill thirst for beautiful watches
 Inspire
Inspires through “style kits”, with associations
according a watch. It can be provided by the user,
who will be staged on the page and highlighted, or
provided by the brand. The association should be
both stylish and unexpected.
 Coolness
 Nonconformism
 Leadership
 Elegant
 Passionate
 10% of contents
 Shooting in situation with a lifestyle
composition
 Enhancing every visual with
different associations such as :
touch of colors, a material or a link
to its spirit, present on the watch
 All

 Inspire wit
 Identify to a community of watch
lovers
Show the innovations/technologies
behind the watches, the minute
details that make Tag Heuer stand
out for itself.
 Reliability
 Challenge
 Avant-garde
 Passionate
 Straightforward
 10% of contents Close up
 Details
 Technological
 All

STRATEGIC
OBJECTIVES
Brand awareness &
image, Interaction
TARGETS
USER
PURPOSE
CLAIM
 Customer 18/35
 Customer +35
 Future Customer +35
 Watches lovers
Be inspired to change
the rules by yourself.
Reactivity, Top of mind,
Reach younger targets
Keep the pace of
those who dare
Image, Inspiration,
Interaction
Inspiration, Virality,
Stock
Hosting, SEO
TONE OF
VOICE
Passionate,
Uncopromising,
Straightfoward
Timely, Reactive,
Passionate
Audacious,
Glamour,
Timeless, Aesthetic
Your daily shot of dare
and beauty by an
authentic watchmaker
Dive into TAG Heuer
visual universe
Bold, Avant-Garde,
Nonconformism
Those who dare in
motion
Passionate,
Avant-garde
 Watches lovers
 Customer 18/35
 Customer +35
 Watches lovers /
Pinterest Fan :
 MEN Watches lovers
 WOMAN Luxe
lovers
 Customer 18/35
 Customer +35
 Futur Customer +35
 Watches lovers
 Customer 18/35
 Future customers
18/35
 Be inspired by TAG
 Belond community
 Follow the brand
news
 Interact for my
personnal branding
 Follow the brand
events
 Interact et share for
my personnal
branding
 Be inspired by
powerfull pictures
 Be inspired by
powerfull pictures
 Store awmsone
watches pictures
 Watches brand
news

Keep the pace of
those who dare
Your daily shot of dare
and beauty by an
authentic watchmaker
Dive in visual universe
of TAG HeuerBe inspired to change
the rules by yourself.
35 % 25 % 30 % 35 %
35 % 45 % 10 % 20 %
30 % 30 % 60 % 45 %
≈14
post / month
Mini 14
post / month
≈ 14
post / month
No rythme

Daring Moments
Daring People
Daring Products
https://www.facebook.com/pages/TAG-by-KRDS/

Tag Heuer’s new social voice announces a promising
year filled with dynamism, inspiration, avant-garde
creativity in a daring approach.
Expressing the new social voice through a spectacular
and innovating activation.
The aim is to create social noise and get the audience
to seize Tag Heuer’s social media spirit.

Tag Heuer’s new social voice announces a promising year filled with dynamism,
inspiration, avant-garde creativity in a daring approach
But how to make users aware of this?
Expressing the new social voice through a spectacular and innovating activation.

Selection of a street artist
Suggestions submitted by users
The artist has 60 seconds to draw
Live stream of the event
Users get there own art piece posted on their
Facebook wall

www.krds.com feed.krds.com twitter.com/KRDS facebook.com/KRDS

Social Campaign pitch TAG H.

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