As everyone has a cell phone to tell time, watches are no longer the necessity for consumers. Therefore, for watch brands, it is extremely important to create unique personality to bond with consumers.

G-Shock is the primary promoting brand of CASIO Watch. In the past years, G-Shock has been communicating its brand concept “Absolute Toughness”. The “Shock-the-World” concert is a long-term platform to promote the brand, and engage with the consumers.

For this year, the brief from G-Shock was to leverage this “Shock-the-World” concept platform to reinforce the brand image and promote the top product line, Master of G, which targets professionals.

The brand video was directed by Jay Chou, and performed by his celebrity friends. The video expressed the professionalism and specialty of the brand and product. In addition, the teaser and the making-of video also generates great viewership.

Warm-up: a 30 second teaser video was released to social media and rally Jay’s fans to participate and spread.

Engagement: Release the core content and promote the concert to motivate consumers to purchase the products to get the invitation.

The sales promotion: Consumers purchase Master of G in the offline store and scan the QR code to follow G-shock’s social account and get a chance to win the invitation to the concert.

The concert: Reveal the new model of the year to the press and distributors, follow by the concert when the consumers join.

Release of Mr. J limited addition after the concert to create a new wave of publicities.