Titus gets young women talking about love

SOLVILETTITUS   CONTRACT    JWT  

Hong Kong - Solvil et Titus, a watch brand that was famous for its "Timeless Love" tagline has rolled out a campaign to reconnect with young women by getting them to talk about the relationship between time and love.

Benny Ko, managing partner for Contract Advertising, said the Solvil et Titus watch has always been a symbol for love in captivating stories in respective moments of time.

Determined to ‘re-ignite' such essence of Titus through advertising, they discovered time is always an inevitable factor in describing or evaluating love and came up with "Time is Love" as the theme of its campaign.

To encourage discussion Ko explained that instead of using the traditional media mix such as print, outdoor and in-store point of sales to drive communications, a new media mix was used.

In phase one of the campaign that ran for one week, the agency pushed out an unbranded regional survey conducted by Synovate with the objective to find out interesting facts on how men and women view the co-relation of time and love across the region.

Unbranded teaser messages were kicked off in MTR and newspapers to increase awareness and drive traffic to the website including a Facebook group that was also set up.

The second phase of the campaign rolled out online on Friday, titled "Time is love" that aims to get user-generated content from users on their views of taking a lifetime to seek true love versus seizing a moment of passion.  

The results of the survey from its teaser ads such as how many hours men and women spend to prepare for a date and how much money they spend on their other halves are also published on the site.

Its Facebook page has more than 170 members since the launch.  

The supporting media mix include print in magazines, outdoor and online advertising in Yahoo and Qooza.

The creative strategy is developed by Contract Advertising and JWT Hong Kong while media buy is executed in-house. 

Contract and JWT won the business last November in a pitch against incumbent Bates and Leo Burnett.

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