Why don't more marketers challenge consumers to search for their ... - Marketing Week

Over Christmas, I was a little shocked when a TV ad for a luxury watch brand grabbed my attention.

Why shocked?

Because I never wear a watch. Let alone have I ever considered buying a luxury watch.

But with a magic combination of TV advertising and SEO, this was about to change.

And any marketing technique that can take a person from a firm no, to a ‘hell yeah’, in 10 minutes, is well worth exploring.

Triggers

I’m not sure what triggers a person to want an expensive watch. Perhaps it’s age. Perhaps it’s achieving a life goal. Perhaps it’s neither of these things. But right there and then, and possibly with some saliva dripping down my mouth, I felt the burning surge of desire to own an expensive watch.

The company had nailed the TV ad creative and had me hooked.

Taking an anti-watch-wearing SEO nerd. Turning him into someone who is suddenly thinking about how a luxury watch would feel on his wrist is no easy feat. And yet, they achieved this in a matter of minutes.

Ads like this are a reminder of how powerful good TV ad creative can be.

But this is likely where it would have ended. I would have turned my head and seen the rather large box of chocolates the kids were actively demolishing and refocused my attention on grabbing the last strawberry cream.

However, that’s when this watch company uttered three magic words that defeated the box of chocolates.

“Do your research”.

Finding the connection

The watch company is called Christopher Ward, and admittedly I’d never heard...

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