10.05.2007 CASIO develops integrated promotional campaign - The successful "Dynamic Collection" takes off Hamburg, April 2007 - CASIO will launch a high-awareness promotional campaign throughout Europe starting from the middle of May. Along with a commercial, it will also include retail measures, online and PR activities. The claim: "The most accurate time in perfect shape." Broadcasted in a male-orientated environment, the spot creatively and effectively communicates the two most important characteristics where the Dynamic Collection scores points: The fascinating precision of the displayed time and a timelessly beautiful design. The basic idea behind the campaign is the visualisation of an outstanding product - the radio-controlled watch - in the shape of a breathtaking beautiful woman. In the commercial, she accompanies the male protagonist everywhere, turning up in all kinds of different situations and always telling him the exact time. She is his personal talking watch in its most stunning form - "the most accurate time in perfect shape". The camera work visualises the subject of time. The brief, but intensive moments of the encounters between the man and the woman take place in slow motion. Combined with the fast film cuts, they lend the commercial a highly dynamic feeling. The filming took place against the modern backdrop of a major European city, which does not play a focal role but perfectly underlines the product design. An urbane soundtrack provides the suitable musical atmosphere. The commercial is part of a large-scale, integrated communication campaign. The display material in the style of the campaign will ensure the recognition of the spot at the point of sale and is an eye-catcher for consumers. The Internet is a crucial element of this pan-European campaign. The online banners lead the target group to the website www.casio-radio-controlled.com where the spot is played before the product page opens. With the Dynamic Collection, CASIO has launched a collection of timepieces specially developed for the European market, thereby opening up a new era in the world of radio-controlled watches. Behind the innovative exterior of these new men's watches is absolute precision technology. Men who go through life determinedly and successfully will find watches in the Dynamic Collection that are just as resolute and reliable as themselves. Radio-controlled watches from the Dynamic Collection meet the highest standards with regard to appearance and materials, combining superior quality with top designs. Visit www.casio-radio-controlled.com for further details About CASIO Computer Co., Ltd. CASIO Computer Co., Ltd. is one of the world's leading manufacturers of consumer electronics products and business equipment solutions. Since its establishment in 1957, CASIO has strived to realize its corporate creed of "creativity and contribution" through the introduction of innovative and imaginative products. Today, CASIO's offerings include timepieces, digital cameras, cellular phones, electronic dictionaries, calculators, musical instruments, system equipment, and electronic components such as LCDs. The CASIO Group employs more than 10,000 people worldwide, shipping over 100 million products per year, with net sales of 580 billion yen (approx US$ 4,959 million) in the fiscal year ended March 2006. News and product information from CASIO is available at http://world.casio.com. |