Through a unique technology integration, Officine Panerai reached over 52000 people interested in buying luxury wristwatches in Hong Kong and China.
Emerse worked with Officine Panerai to maintain and strengthen brand recognition among their target audience in China and Hong Kong, the world’s biggest market for luxury watches. Cultivating Panerai loyalists, and capture the interest amongst seasoned watch collectors as well as first-time buyers. As a measure of the campaign success and reach, Panerai wished to drive as many views as possible on the YouKu counter.
Integrating with YouKu
Programmatic ad space in China is most commonly sold through fixed buy, which limits the reach to a specific platform or media house within China. YouKu operates in a similar way to YouTube, and we initiated a collaboration and an open dialogue with YouKu to be able to run the campaign using their platform.
Our proprietary Out-Stream player is built around YouTube and Vimeo integrations. Since these platforms are banned in China we had to adapt the technology to work with the native Chinese YouTube competitor, YouKu. We rebuilt our Out-Stream player around YouKu’s own format which allowed us to also update the YouKu player to work as an interactive measurable Rich Media ad format. It is very unusual for a western company, like Emerse, to integrate with the YouKu platform to power our Out-Stream video distribution on international websites the way we did for Panerai.
‘‘Today, in Paris, in Rome, in Milan, Chinese people come into the shop, point to a watch on their phone and ask, ‘How much does it cost?’ They know what they want.‘‘
Angelo Bonati, Officine Panerai’s Chief Executive.
About Officine Panerai
Officine Panerai is a luxury Swiss watch manufacturer, founded in Florence, Italy in 1860 by watchmaker Giovanni Panerai. Officine Panerai maintains its headquarters in Florence but is wholly owned by Compagnie Financière Richemont S.A. Panerai is historically a watch and instrument supplier to the Italian Navy. Following the acquisition, Richemont rebranded Panerai as a luxury watch brand and increased prices accordingly. Panerai began selling wristwatches to the public in 1993. Since then Panerai has grown from a single historic boutique in Florence, to a global network of 65 stores worldwide.
Officine Panerai’s exclusive sports watches are a natural blend of Italian design, Swiss technology and maritime heritage. Panerai has four major lines of watches, Historic, Contemporary, Manifattura and Special Editions. Most watches are produced in a limited run and carry a unique number on the back. The focal point of 2016 is the introduction of the Radiomir 1940. Radiomir and Luminor are Historic Panerai wristwatches, designed and manufactured in the 1940s. The two watches played a significant a role in assisting the frogmen of the Decima Flottiglia MAS in their operations during World War II. All watches has been updated to modern standards, with new exclusive materials, improved movements, powerful calibres and longer power reserves.