For proof that two ‘heads’ are better than one (as the old saying goes), look no further than this campaign, which paired Swiss watchmaker Tudor with Westfield Centro’s jeweller tenant Juwelier Rüschenbeck for a month-long activation in September 2022.

Designed to raise awareness and enhance brand exposure and sales for both parties, the campaign centred around Tudor’s watches and ‘Born to Dare’ manifesto, with a stunning experiential stand in the Mitteldom. Visitors to the stand were invited to learn more about the Swiss-made watch brand’s expertise ­– it is part of the Rolex company – and try its timepieces out for themselves, with the aim to increase sales in the onsite Rüschenbeck store.

Supported by a strong media campaign that included UDS, escalator branding and giant outdoor posters to create further recognition for both brands (it didn’t hurt that Tudor’s brand ambassador is former footballing legend, David Beckham), the result was a hugely successful ‘first’ for both parties, neither of which had engaged in a campaign of this kind before. Proof of another well-known phrase (thank you, Aristotle): that when it comes to successful collaboration, the whole is greater than the sum of its parts.

Key facts

• Month-long activation with strong messaging

• Strong media support, included UDS, escalator branding and giant outdoor posters 

• Hugely successful awareness-raising ‘first’ for both parties

Results

A successful first for all parties; Rüschenbeck’s October 2022 sales figures were up by 130% compared to those in October 2019 (pre-Covid).