Casio G-Shock is launching a nationwide cinema campaign across the UK this week. The campaign is part of the largest ever UK spend on advertising in the brand’s history.
The advert was filmed on a snow-topped volcano in Chile and features the G-Shock Aviator GA-1000FC-1AER watch being put to the ultimate endurance test by the RAF ski team. The watch is G-Shock’s hero piece from its aviation watch range and includes a built-in compass.
The advertising in cinemas starts on November 8 and 20% has been placed across Pearl and Dean, while 80% will be at DCM. This means that is will be broadcast to 13.04 million admissions.
Thor is among the blockbuster films that will be playing when the G-Shock advertising runs. All the films have been selected to appeal to G-Shock’s core target audience of ABC1 men aged 18 to 44, in order to support G-Shock retailers across the UK.
The watch brand is also taking part in DCM’s Cinime app, which allows smart phone users to access extended content and enter a G-Shock competition once the film ends.
Additionally, to support G-shock’s launch in multiple retailer Fraser Hart, Casio has included a bespoke tagged creative in the VUE Westfield cinema to specifically promote G-Shock in Fraser Hart’s Westfield store.
Casio head of marketing Tim Gould said: "This campaign is a first for G-Shock and we expect this high-impact commercial to lead to a significant sales boost for G-Shock customers across the UK throughout November and December."
G-shock is a sponsor of the RAF ski team.