Top Ecommerce Email Marketer & Agency Owner | We’ve sent over 1 billion emails for our clients resulting in $200+ million in email attributable revenue.
"Our watches don't connect to your phone." "And that's by design." Bug? Or elegant feature? Timex picked "24/7" mindset as their enemy: "Know the time without seeing you have 1,249 unanswered emails." Same watch, different context. Higher conversion. It's not a bug. It's a feature. Reminder: → Flip your weaknesses into strengths → Rewrite your ad narrative vs your enemy Credit: Motion (Creative Analytics) — P.S. Follow me Chase Dimond to become a better marketer and copywriter.
Tried a smartwatch for a few months. My favorite thing about it was that I no longer needed to take my phone out 4,718 times a day to check my notifications — 4,707 of which are completely useless and require no immediate action. Instead, I could quickly check them on my wrist. I could also pick and choose which apps I wanted to show up in my notifications, so I get only, say, 2,846 of them on my watch. After 3 months my smartwatch brought a nasty, rude behavior in me I didn't even notice at first: through the Pavlovian conditioning to quickly glance at my wrist for every buzz or ding, tap or bing, I inadvertently communicated to others that I'm either bored or what the speaker was saying isn't worth my time or attention. I learned from my mistakes and went analogue ever since. Kudos to Timex for combating smartwatch abuse with their very clever campaign.
Well done! Way to flip the perspective! Bug or feature is a helluva paradigm shift! It speaks directly to Timex’s audience! My father lives by a Timex and he hates me looking at my watch all the time. No matter how many times I tell him, “it’s a message coming in,” he still asks, “you got somewhere to be.” This message resonates hugely with his generation, which is the Timex target. This ad is truly the epitome of speaking to your audience without worrying about those not in your audience.
A campaign based on misunderstanding how smart watches work. The smart watch tells you exactly what you want it to tell you. The flexibility of the features knows no bounds. If you want a smartwatch to support you with mindfulness / sleep / health notifications it will - far more so than an analogue. #nevergoingbacktoanalogue Unless we lose electricity in some kind of world catastrophe… now there is a solid basis for an ad campaign…
Depending on the study you buy into - you have between 4-6 seconds dwell time on a billboard sign. Your right, it is a cool concept, but with the length of the message, the small size and placement of the brand logo…this is an ad that has a better chance of winning ad awards than capturing brand awareness and customer conversion.
for a few months, tried using a smartwatch. The fact that I no longer had to take my phone out 4,718 times a day to check my notifications—4,707 of which are completely pointless and do not require any quick action—was my favorite part about it. Alternatively, I could swiftly examine them on my wrist. Additionally, I was able to select which apps I wanted to receive notifications from, meaning that there are only, say, 2,846 of them on my watch. After three months, I developed a nasty, rude behavior with my smartwatch that I was not even aware of at first. Because of my Pavlovian conditioning to quickly glance at my wrist for every buzz, ding, tap, or bing, I unintentionally sent the message to others that I am bored or that what the speaker was saying was not worth my time. I became analogue after realizing my mistakes and moving forward. Well done to Timex for their very smart campaign against smartwatch abuse.
STRATEGICALLY: Very clever. It communicates the core functional benefit in the context of a competitor's weakness. EXECUTION: Has room for improvement. 1. It would be nice to find a way to have it evoke emotion. Maybe it is an opportunity to use a better word than simply "seeing." 2. Not sure you'll be able to read it from afar. Art Directors & Copywriters reading this, please jump in here... Also, for those against the strategic approach, my guess is their target isn't those who know how to get the most out of their smartwatch.
I recently thought about getting an Apple Watch. As I weighed the pros and cons, I realized that it wouldn't bring me any closer to living the way I want to. A phone is enough, and even that I force myself to put out of sight for a big part of my day. This is a Smart ad from a legendary company staying the course and not reacting to trends. Thanks for sharing Chase Dimond
Also..... don't forget 👉 The collaborations work (Timex X Adsum Mk1) sold out. 👉 The ad is 2022 so it lasted longer than the products life span. 👉 The cheeky 'I am present' etched on the back tied into the campaign. 👉 There are very big hints of Sekonda's 2021 Lucky Generals creative for their funny 'only does one job' dig at a UK politician.
Top Ecommerce Email Marketer & Agency Owner | We’ve sent over 1 billion emails for our clients resulting in $200+ million in email attributable revenue.
2moFlip your weaknesses into strengths and rewrite your ad narrative vs your enemy