The 'GOODBYECUCKOO, #HELLOEXTRAORDINARY' digital campaign ran for a whole month, from December 20th through to January 19th.

30 artistic and entertaining short video clips have been created. A brand-new video clip was made available at midnight each day on the Roger Dubuis YouTube channel and on a dedicated website dubbed www.goodbyecuckoo.com.

All the videos shared the theme spelled out in the website url, complete with a humorous catchline that transcends the theme to evoke a wider symbolism, and the revelation of the Roger Dubuis booth at SIHH on January 20th 2014.

The digital campaign generated strong awareness and expectations. International press attending SIHH gave a great response to our 2014 debuts which translated in very qualitative press coverage, reinforcing our reach and consequently our visibility towards the public. The campaign was very successful online, where it had been backed by media budget on Facebook, YouTube and targeted blogs. The response to our daily films on YouTube was phenomenal, overachieving the objectives of video views and subscriptions to our channel. It also demonstrated the creativity and dynamism of our brand to our trade partners, positively influencing the impressive commercial results achieved during SIHH.