Cannes Lions
MERCI MICHEL, Paris / CARTIER / 2024
Overview
Entries
Credits
Background
Situation
For the festive season, Cartier has designed an enchanted universe around flying temples that embody the brand's core values: travel, innovation, excellence and respect for tradition.
Brief
Cartier wished to share this enchanted universe with a wider public, while consolidating ties with its current and returning clientele.
Objectives
Cultivate special moments with its customers while expanding its audience.
Position the company as an innovative and generous brand.
Inspire visitors to discover the Cartier universe in-store.
Idea
Cartier celebrates its heritage by drawing inspiration from the flying vehicles of Alberto Santos-Dumont, the illustrious aviation pioneer for whom Louis Cartier created the first watch for an airplane pilot. In a dreamlike journey through the world of the holiday season, Cartier invites its public on an extraordinary adventure aboard a miniature zeppelin. This journey, punctuated by many challenges (snowstorms, thunderstorms,...) is an invitation to discover enchanted landscapes until arrival at the Cartier flying temple.
The game is accessible on any internet-connected device: mobile, desktop, tablet. It is designed to be accessible to as many people as possible, with a level of difficulty tailored to the target audience.
The universe of the game is reproduced in the boutiques to draw the thread of the adventure and encourage visitors to the site to come and meet the life-size zeppelin in boutiques around the world.
Strategy
Faced with the declining attention spans of Internet users worldwide, particularly in the face of online advertising (less than 8 seconds), Cartier has adopted a playful strategy.
Through a game, rooted in the brand's values - innovation and travel - Cartier considerably increases attention time (between X5 and X15 on our productions) for the brand without straying from its heritage.
The game also creates a privileged moment with loyal customers and seduces a new audience attracted by its universe. It highlights the brand's excellence, adventurous spirit and creativity, reinforcing Cartier's innovative and daring heritage.
Execution
The game was featured on Cartier's homepage for one week, then as secondary content on the homepage for a further two weeks.
After this period of prominence, Cartier plans to keep the game online for an extended period.
Promotion of the game began on November 20, 2023, with a concentrated two-week campaign across social networks and selected medias. This strategic timing and choice of channels is designed to maximize reach and engagement over the festive season.
And to ensure global reach, the game is available in 20 languages in over 30 markets, with country-specific media plans.
Outcome
People played the game !
The engagement with Cartier's game was notably high. Collectively, the 300,000 visitors spent a total of 2,118,000 minutes playing the game during the featured period (7.06 minutes per person), which translates to approximately 35,300 hours or 1,470 days—effectively over 4 years of gameplay. Furthermore, more than 15% of these visitors completed the game, demonstrating deep engagement and interest in the experience provided.
This engagement was mirrored by positive media coverage, including several mentions of the game, in articles about the good 2023 results of the Richemont group, Cartier's parent company.
Originally a minor detail, the zeppelin from the game evolved into the central theme of Cartier’s holiday marketing, prominently featured in life-sized models across all boutiques globally. This strategic shift not only reinforced Cartier’s innovative image but also significantly enhanced brand visibility and influenced the brand’s overall success during the festive season.
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