Cannes Lions

The Perpetual Journey of Kurt Klaus

SCHOLZ & FRIENDS, Berlin / IWC SCHAFFHAUSEN / 2022

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Overview

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Credits

Overview

Background

The task was to develop a brand experience for the IWC brand's app that would not only allow users to interact with the IWC heritage but keep the target audience engaged over the long term and bring them back to the app again and again.

The IWC app was launched in April 2021 and has since been the top-rated luxury brand app in the App Store.

Idea

86-year-old IWC watchmaker Kurt Klaus is an icon among watch fans worldwide. We wanted to tell the story of the inventor of the perpetual calendar (in a slightly different form) in an entertaining game.

As befits an old-school nerd, it was quickly clear that it had to be a classic point & click adventure game in the style of the 90s.

But the game should also build a bridge to the present and include all the content themes and collaborations of the IWC Schaffhausen brand world.

So it quickly became clear: Kurt Klaus had to embark on a journey through time and space.

Strategy

A game set up in episodes was to bind users to the IWC app in the long term and motivate them to use it continuously.

The content of the game depicted the different product worlds of IWC and thus allowed a deep dive into the brand.

Execution

Together with a small independent game developer, "The Perpetual Journey" was realized with a development time of about 8 months.

It was implemented - web-based - within the IWC App using the Unity Engine.

The game was integrated into the IWC App in 16 markets and implemented in English, German and Chinese.

Outcome

The game caused – with each episode release – a jump in user and download numbers of the IWC App.

Traffic was up to 500% higher on the first release days.

The play through rate was at 63%.

Positive comments in the media, the gaming scene and on the IWC social channels rounded off the successful overall picture.

Even till today the game is still online to allow users and new fans of the brand to dive into the world of IWC Schaffhausen in a playful and interactive way.

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