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Chopard: Mille Miglia
#PursuitOfTimeless #SurpassingOneself  #PursuitOfTimeless #SurpassingOneself  #PursuitOfTimeless #SurpassingOneself  #PursuitOfTimeless #SurpassingOneself 
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Global
#PursuitOfTimeless #SurpassingOneself 

Celebrating timelessness with Chopard to promote their Mille Miglia collection to a new audience.

Mille Miglia, which has been taking place in Italy since 1927, is known as ‘the most beautiful race in the world’ because only the most beautiful vintage cars are allowed to compete. More than winning, it’s about heritage and luxury. It’s also the inspiration behind Chopard’s Mille Miglia collection of watches, which marry automotive engineering with mechanical watchmaking in celebration of a longstanding friendship between the presidents of Chopard and Mille Miglia.

In 2023, Chopard was looking to leverage the occasion of the race to create a global social media storm around the collection – driving awareness of the watches and their heritage, and establishing a relationship with the next generation of male luxury shoppers.

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Position the Mille Miglia watches as a collection that transcends generations, building affinity with new audiences in seven markets.

As a luxury product designed for a male audience, the Mille Miglia collection is already a favourite of affluent men across the world. Our challenge was to help Chopard generate that same level of affinity with their younger counterparts – ushering the next generation of global HNWs into the Chopard brand and positioning the collection itself as an aspirational consideration for this niche audience.

 

 

 

Challenge.
Strategy.

Bridge the race, the collection and the consumer with a winning creative concept: “In Pursuit of Timeless.”

Together, the Chopard and Mille Miglia brands are a story waiting be told. About timelessness; value that never fades, from generation to generation. Fans of the race and the watch are driven to surpass themselves, never settling for less and in constant pursuit of more, of greater. This campaign’s creative direction aimed to bring that vision to life.

Connect with creators across the globe to create scroll-stopping, storytelling content.

Employing our proprietary influencer selection platform, 24 digital talents with platforms that aligned with our target community – and audiences evenly distributed across our target regions – were selected to tell the Mille Miglia story via Reels, interactive Stories and dynamic videos on TikTok. In Phase One, they created beautiful content showcasing their passions and achievements, uniquely interpreting the narrative to engage and encourage consideration. In Phase Two, they posted product-focused content that translated the spirit of timelessness behind the collection, driving conversion for full-funnel impact.

Scroll-stopping visual content drove high engagement rates and effectively connected the Mille Miglia collection with a younger audience.

The authentic storytelling and visually impactful video content that influencers created resonated strongly with the target audience. Showcasing and sharing their journeys of surpassing themselves sparked conversation and inspired viewers – which was the aim of the campaign’s core messaging structure, with Chopard at the heart.

 

 

 

Results.
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