Casio UK is benefitting from its largest UK spend on advertising to date as sales of its Sheen, G-Shock and Edifice spiked in November.
In the first week of November, sales of women’s watch brand Sheen were up 335% on the same week in 2012. Casio has been promoting the brand through a partnership with ITV2 programme The Only Way Is Essex with product placement on the show as well as a multi-platform sponsorship and licensing package.
Another TV campaign has delivered similarly strong results for a Casio brand, as sales of the Edifice Infiniti Redbull ERA-200 watch have achieved record growth after it was featured in a campaign running alongside motoring shows on Discovery TV. The model is now the brand’s fastest-selling watch, outselling any other Edifice model by more than five times over.
G-Shock has also enjoyed a strong year with the company claiming that sales of the brand’s Aviator models have risen 150% in the year to date at "one key retailer", which it did not name. Casio has been running a cinema advertising campaign for G-Shock for the past three weeks that stars the G-Shock Aviator GA-1000FC-1AER being put through its paces on a Chilean mountain by the RAF ski team.
The G-Shock cinema ad, which you can watch below, opened in cinemas on November 8 and will run until the end of December. It is expected that the campaign will reach 13.04 million people.
Casio UK head of marketing Tim Gould said: “These encouraging sales results show the power of investing in carefully targeted advertising campaigns, aimed at three very different target customers for our three brands. We are confident that this growth will continue for the holiday season and beyond.”