During the 2020 Holiday season, and in the middle of a worldwide pandemic, Citizen Watch Company of America launched CZ Smart, a brand new line of smartwatches. Sales had slowed so this was an imperative launch for the Citizen brand.
Overskies strategized and produced a full-blown omnichannel campaign that not only promoted the watch’s technical features but also showed off its main differentiating feature: its style.
The campaign leveraged direct-to-publication, programmatic, social, and key sponsorships to drive awareness.
The channels were fueled by 3D, photo-real watch animations, a live-action commercial, high-end product photography and other engaging creative content.
The campaign drove visitors to a content-rich digital destination where they could learn more about the watches and, more importantly, make a purchase. The landing page had excellent engagement metrics and over 100K unique visitors during the month of December.