Montblanc is a renowned manufacturer for writing instruments, time-pieces, leather products and jewellery. The products embody timeless design and sophisticated craftmanship. The brand claim is „Made by Hand“. The target audience consists of both men and women, mostly middle or best agers. What makes them special is their understanding of personal success, which is expressed by the extraordinary and accessories that show their personal satisfaction and taste rather than pure financial wealth.
The Brief
During Christmas time all brands want to engage with their customers and users. And so did Montblanc. Most of the company’s products are sold as gifts and so it was the perfect time for an emotional campaign, that also elevates the brand identity „Made by hand“. The objective was to find an idea that clearly fits into the brand identity and in addition to that increases sales and revenue – online and offline.
How the final design was conceived
Starting from a simple „promote and sell“-briefing we took a step back and thought about something more emotional. Why not taking the opportunity and creating a campaign that does not only promote and sell products but also delivers branded content worth watching and worth sharing? So we came up with a design idea that brought the claim „Made by Hand“ to life. A handcrafted paperwork set build the base for the campaign. A film was made playing in this scenic world. The design, figures and pictures from this film extended the campaign to all other elements of the campaign – such as the christmas catalogue, POS- and boutique-equipement or webcontent.
Indication of how successful the outcome was in the market
The outcome was a bold campaign with branded content and corresponding sales marketing. The brand values were especially communicated through the design and had an emotional impact during Christmas time. Also hard facts, like sales and customer interaction increased.
For further details please see confidential information.