The Challenge
TAG Heuer challenged The Fifth to drive awareness of their ultimate sports watch inspired by the aquatic world, Aquaracer. The brand requested social-first content that would reflect the luxury nature of the product and bring to life TAG Heuer’s strapline ‘Don’t Crack Under Pressure’.

The Solution
We cast six diverse talent, each with a very different life story, but a strong sense of adventure, to take their audiences on a personal journey, showing how striving for success requires an adventurous spirit and a lot of self-belief and determination.

Working with an experiential travel company we put together an action-packed itinerary for our talent in the Scottish Highlands. From kayaking to offroading, this created countless opportunities to showcase the Aquaracer and drive organic content. Our 13-person production crew filmed a talent-led video series whilst photographers captured a bank of premium imagery for the talents’ own channels.

We created 55 pieces of content including seven video edits that were shared across the talent’s channels and were amplified across The Times mobile channels to targeted high net worth audiences. We created a combined hero brand edit for TAG Heuer and LVMH Global to use on their own channels.

The Outcome
We over-achieved on all of the campaign KPIs with positive sentiment being a key indicator of success.

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