Mike France, CEO & co-founder of Christopher Ward, says there has never been a better time to launch its first ever television advertising campaign than the current Coronavirus lock down.
Television viewing has increased while the price of advertising slots has dropped, making the CPM rate (which measures the cost of reaching every 1,000 people) one of the lowest in recent history.
The timing particularly suits Christopher Ward because its watches are only sold online and it launched several key models in April.
Sky TV channels in the UK, such as Sky One, Sky Atlantic and Sky Witness, were chosen for the advertising to launch its C60 Sapphire, and caused an 802% increase in sales over Christopher Ward’s original forecast, the company says.
On the Friday night of May 1, when the television advert first aired in the UK, Christopher Ward saw a record number of visits to its website and a 35% increase to its conversion rate for each visit.
“We are in an advantageous position to be working with a group of independent agencies who not only share our counter-intuitive view that this is the best time to launch our first ever TV campaign, but have the ability, agility and gritty determination (and sense of fun!) to have delivered such innovative work in the most unusual of circumstances,” Mr France says.
Christopher Ward’s ad is designed to provoke curiosity by focusing on the intricate details and components of the new C60 Sapphire with a witty voice over leading to a new strap line for the brand — Ingeniously English unsurprisingly Swiss — that relates on the company’s British ownership and Swiss manufacturing.
Christopher Ward says it has no current plans to advertise on television in the United States, but is ramping up its digital promotions this year.