Staff Reporters
Jun 6, 2012

SapientNitro collaborates with Resonance for Tag Heuer branded content

SHANGHAI - Digital agency SapientNitro is collaborating with social-media agency Resonance on a content-driven microsite for Tag Heuer, a long-term strategy aimed at providing more than just product information to Chinese consumers.

SapientNitro collaborates with Resonance for Tag Heuer branded content

The luxury watch brand's first project with SapientNitro was its Shanghai F1 campaign in March this year. 

The 'Hao Shi Journal' is the manifestation of that content platform. It is an editorial offering for the web, soon to be optimised for mobile and the iPad. In Mandarin, a hao shi is a person of strength and presence, one who shapes his own destiny.

Meant to reflect Tag Heuer's brand values of achievement, innovation, and pioneering, the journal provides stories, videos, and photos related to luxury watches. Issue two, which launched at the end of May, is heavily focused on watchmaking craftsmanship, racing heritage and information about the new 1887 Carrera watch.

"Today’s luxury consumers are seeking more than just product information," said Cyril Bebat, regional market research manager, LVMH Watch & Jewelry Shanghai, which houses the Tag Heuer brand. "In addition to our corporate website, we are confident that this platform will succeed in communicating our values, heritage and relevance.” 

Shannon Dix, director of global clients at SapientNitro China, added that this content partnership is a 2012 program and will be re-evaluated at the end of the year. A second phase of digital activities for Tag Heuer will be revealed in the second half of the year.

Campaign China

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