SEIKO PUTTING $20 MIL INTO KINETIC WATCH EFFORT: NEWEST ADS ARE SET TO APPEAR IN 16O MARKETS WORLDWIDE

By Published on .

Most Popular
Unleashing its most extensive campaign yet, Seiko Corp. of America in late summer will break an estimated $15 million to $20 million effort in the U.S. to back its movement-powered kinetic watch collection.

Seiko called its new campaign "arguably the most extensive launch in watch industry history" but declined to discuss specific budget figures.

ADS START IN AUGUST

Sexy b&w ads from the Martin Agency, Richmond, Va., first appear in August in print, cinema and Internet efforts. Network and cable TV follow in November.

All carry the theme, "If you're going to create electricity, use it," and will run into 1998.

A new model in the kinetic line, Arctura, is pictured in the campaign and will hit stores in July retailing for $250 to $675.

The new campaign will appear in 160 international markets, many breaking before the U.S.

Though most watch advertising hits before the all-important holiday selling season, few watch marketers advertise on TV.

Cheri McKenzie, VP-advertising at Seiko, called TV "an essential global medium.

GLOBAL CHALLENGE

"The biggest challenge was to develop a campaign that lived up to the product and that could be truly global," said Ms. McKenzie. "We'd advertised the kinetic in many different ways around the world before."

Seiko first began offering kinetic watches in 1992 and their first advertising began in 1995.

Ms. McKenzie said the last time Seiko advertised its kinetic line, "it re-energized our business in 1995. That watch became the No. 1 selling watch that

In this article: