Title	JLC DIGITAL ASTRAL EXPERIENCE
Brand	JAEGER LECOULTRE
Product/Service	WATCHES
Category	A03. Use of Exhibitions and Installations
Entrant Company	EMAKINA Brussels, BELGIUM
Advertising Agency	EMAKINA Brussels, BELGIUM

Name	Company	Position
Laurent Mounier	Emakina.ch	Account Manager
Michaël Totta	Emakina	Account Manager
Sophie Blondiaux	Emakina	Project Manager
Fabien Rochepault	Emakina	Lead Design
Sylvain Nolot	Emakina	Lead Development

The Brief

Jaeger-LeCoultre wished to reinforce the astral theme associated with its watches, showcasing its products in high-end fashion. It also wanted to highlight the relationship between astral phenomena on a macroscopic scale and the highly complex mechanics at a microscopic level, as they are at work in the Jaeger-LeCoultre caliber. We responded by developing a captivating digital experience, harmonising the opposites: * The infinitely grand, with the discovery of the astral theme, as seen through a telescope; * The encounter between astronomy and the infinitely small, as lived by the watchmaker, by means of a cleverly crafted video presentation.

Campaign Success

Our creation was at the heart of Jaeger-LeCoultre's stand: - The astral-themed inspirational film - A digitally equipped telescope, offering visitors a virtual reality experience to discover Jaeger-LeCoultre's astral universe. Our world-class copy-written video brought together the origins of horology, the astral inspiration and the creativity of Jaeger-LeCoultre in bringing the astral theme to life. We reinforced the emotion of the video with an epic and uplifting soundtrack. To immerse visitors in Jaeger-LeCoultre's astral universe, we created a digitally equipped telescope with a virtual reality application activated on an iPhone 6+.

Describe the success of the promotion with both client and consumer including some quantifiable results

The response of visitors in the stand was enthusiastic, many were 'over the moon'. The contacts in the stand and enthusiasme of the professional contacts lead to the continued use of the astral video and virtual telescope throughout the year. After the huge success at the SIHH, Jaeger-LeCoultre invited the agency to create a twin telescope, to travel and amaze the world. It is used in other events and in pop-up stores. The company labelled the response to the stand realisation as 'excelllent'.

Explain why the method of promotion was most relevant to the product or service

For luxury watchmaking brands, the exclusive professional Geneva SIHH fair is the annual key event to generate awareness and business. Jaeger-LeCoultre challenged us to enhance their image, conveying excellence, elegance and modernity: make the stand an exceptional experience, showcasing the 2015 astral theme, while adding digital bravoure to the professional encounter. Our creative insight: invite visitors to look up to the sky, to be immersed into the marvels and mysteries of the universe, while paying tribute to the astral theme, the infinitely big and small. The project sprung from two sources of inspiration: - Vintage astronomic illustrations to add a feeling of ageless history and elegance, - Polygons and geometric shapes influenced by the latest design of the legendary Atmos clock, to add a touch of modernity. We combined first class video with an innovative 3D telescope animation to 'capture' the visitors.