How Tissot found time for a new class of heroes

Watch brand pivots sporting sponsorship strategy to suit the context of COVID-19

Many Australian children have grown up with posters of their favourite sports stars taped to their walls. Fifteen recipients of the Australian of the Year honour have had a background in sport, and sports stars are perennial favourites as ambassadors and spokespeople for all manner of brands.

But in the extraordinary times brought on by the COVID-19 crisis, Australians began looking elsewhere for heroes, to those fighting a very different form of opponent. And brands have begun shifting their attention also.

Swiss luxury watchmaker, Tissot, has a long association with high profile sporting events such as the NBA, MotoGP and the Tour de France. But with those events thrown into disarray by COVID-19, a significant hole opened up in the company’s marketing program, which led general manager for Tissot Australia, Scott Jungwirth, to start examining where else its efforts could be directed.

“Tissot has great men’s and lady’s pieces with great price points, so we are really fortunate as a brand that we can pivot quite easily,” Jungwirth told CMO. “While our DNA is sport, we have also got product that appeals.

“We worship sports stars for most of our lives, and probably don’t give enough credit to others who deserve it. So in terms of how we promote our product, we began to look at who were the people who were most deserving of an opportunity.”

Working in conjunction with its agency, Thrive, the two organisations began to look to other segments of the community with whom Tissot could connect with. That search quickly led them to the healthcare sector and the frontline responders in the COVID-19 crisis.

Tissot has subsequently entered a partnership with St Vincent’s Hospital in Sydney and The Alfred hospital in Melbourne to distribute watches to staff, but with the program only being promoted internally within the hospitals.

“We said this is not a PR exercise, it is an initiative we feel is right,” Jungwirth says.

It also helps that Tissot has had a long association with the medical sector since its foundation in 1863.

“We are one of the few watch companies in the world that still makes pocket watches, and as an extension of that, we make nurse pendants,” Jungwirth says. “We have provided St Vincent’s with a number of those to provide to staff as well.”

While the relationship was sparked by the COVID-19 outbreak, Jungwirth expects it will continue long after the current crisis has eased.

“It has created something of a longer-term play, and it has been an eye opener for us in terms of the sort of people you can connect with outside of sport,” Jungwirth says. “They don’t need to be crazy investments, but they can bring a smile to someone’s face.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in