Tag Heuer: TAG HEUER SURFACE APPLICATION

Credits & Description:

Category: Other Digital Executions for Advertising and/or Promotion of Brands or Products

Advertiser: TAG HEUER/JCDECAUX AIRPORTS

Product/Service: TAG HEUER

Agency: SPLENDID

Date of First Appearance: Jan 12 2010 12:00AM

Entrant Company: SPLENDID, London, UNITED KINGDOM

Account Lead: Paul Bishop (Splendid)

Creative Director: Simon Parbutt (Splendid)

Technical Director: Brennon Williams (Splendid)

Technical Lead: Rich Griffon (Splendid)

Lead Designer: Peter Franc (Splendid)

Media placement: Microsoft Surface Application - Heathrow Terminal 5 - January 2010

Media placement: Microsoft Surface Application - BAA Offices - March 2010



Describe the challenges and key objectives

We had a number of challenges namely; new and innovative technology like multi-touch requires a different design approach, we had an audience that was in travel mode so potentially hard to gain attention with but the main challenge was to create a useful tool for travellers that brought tag Heur to life not just a digital product brochure.



Describe the brief from the client

Create a compelling brand experience for travellers in T5 based around time, all supporting Tag Heuers core brand promise.



Describe how you arrived at the final design

Our design process is all about collaboration, both with the client and consumers. We followed our regular user-centred design approach and followed an iterative cycle in working through the interaction design. We then tested design solutions with users and started to bring the Tag Heuer brand into the multi-touch world.



Give some indication of how successful the outcome was in the market

The Tag Heuer Surface Application was deployed to Heathrow Terminal 5 for 6 weeks during Jan 2010 and so far has received a 15% conversion of users to people signing up to find out more about tag Heuer products. (it also led to other projects with major brands)

In terms of softer success we have great feedback from users of all ages, they enjoyed the fresh approach to interacting with the content and saw the connection with the brand Tag Heuer