Timex: WASTE TIME

Credits & Description:

Advertiser: TIMEX
Agency: JWT INDIA
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: WASTE TIME
Agency Producer: Avani Mankotia (JWT India)
Creative Director (Art): Anupama Ramaswamy (JWT India)
Director: Bharat Sikka (Flying Pigs Production)
Account Planner: Kamakshi Thareja (JWT India)
Account Planner: Deepa Mhatre (JWT India)
Animation Director: Neeraj Suji (Animania - A Division Of Films Rajindra)
Music Director: Nikhil D'souza (Flying Pigs Production)
Producer: Salil Khurana (Flying Pigs Production)
Account Servicing: Saurabh Sethi (JWT India)
NCD: Senthil Kumar (JWT India)
Creative Director (Copy): Simran Sahni (JWT India)
DOP: Tassaduq Hussain (Flying Pigs Production)
Servicing Head: Vikas Mishra (Animania - A Division Of Films Rajindra)
Assistant Producer: Govind Aggarwal (Flying Pigs Production)
Account Director: Rajinder Singh (JWT India)
Planning Director: Atika Malik (JWT India)
Account Supervisor: Charu Bhatanagar (JWT India)
NCD: Swati Bhattacharya (JWT India)
NCD: Tista Sen (JWT India)

Outcome
Production cost - US$91,371Media Print Cost - US$127,920Cinema, TV and digital cost - US$91,371454% growth in volumes sold.

Implementation
The creative solution came from the positioning of the competitors (market leader's) campaign.FAST TRACK The competitor was telling the young target audience to 'MOVE ON' as an attitude.We decided to go exactly the opposite way and tell the young what no one had ever told them,WASTE TIME.The desired outcome was exactly what we wanted. It created a big buzz across media, moved the brand to the youth's consideration set. Which was evident from the huge sales volume during the campaign period.

Execution
The strength of the idea comes from the fact that we flipped the meaning of TIME on its head.The originality comes from the fact that no one had ever said it.It was most appropriate for a brand trying to launch a new watch in a market where the leader was strongly entrenched in the target audience's head for the last 10 years.Also it was radical telling the young to 'waste time' when the establishment has always been telling them to use time judiciously to make their future.Plus selling the concept 'WASTE TIME' for watch brand was certainly was radical!

Client Brief Or Objective
The strategy was to slice time with respect to youth, in a way that had never been done before.The objective of the campaign was to convert young people wearing the market leader 'Fast Track' watches to start considering 'Helix', a new watch from the Timex stable.The task was to attract new customers and also convert existing Fast Track users.