Officine Panerai

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.

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Challenges

Some western websites are banned in China, including YouTube and Facebook, the most frequently used platforms for online video marketing outside the APAC region. They have local platforms for programmatic advertising, which is a technical challenge.

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Solutions

We initiated a collaboration with the native Chinese YouTube competitor, YouKu. They operate in a similar way to YouTube, with modifications to our own technology we were able to integrate our video player with the YouKu platform, to run the Panerai campaign.

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Video Views

Results

Delivering over 52000 video views across global and local websites, targeting an exclusive Chinese audience. Data confirms that the videos had most views in Beijing, Hong Kong and Singapore, which is a direct correlation with the top markets in APAC.

Integrating with YouKu

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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.

Videos

Radiomir 1940

Four new models make their entry into the Radiomir 1940 Collection, offering Panerai watch enthusiasts not only a broader selection of creative dial designs but also and most importantly an ever wider choice of technical features. As in all Panerai watches, the dial of the Radiomir 1940 is notable for its extreme legibility, both under normal lighting conditions and also in the dark.

Luminor Submersible 1950

All Panerai watches ensure a strong water-resistance in honour of the historic enterprises of the Italian Navy underwater commandos. With the Luminor Submersible, Officine Panerai reinterprets this glorious past proposing a water resistance of 30 bar (300 metres) and a function of crucial utility for the divers: a rotating bazel to calculate the duration of the dive.

Panerai Power Reserve

The power reserve enables the watch to run uninterruptedly for more than a week without requiring any manual intervention. A vital characteristic for the watches used by the underwater commandos of the Royal Italian Navy, which had to be reliable even in the most extreme conditions. The power reserve became a distinctive element of the Panerai watches.

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.