Signposting simplicity in a complex world
Since its inception in 1966, Sekonda’s communication has always been confident, straight-talking, and honest, using humour to simply deliver the message of stylish watches at low prices.
Following its new brand platform, ‘No Time For Nonsense’, in 2021, Sekonda partnered with creative agency Makalu on a campaign to communicate its key brand messages. The challenge for media was to bring to life the simplicity and versatility of Sekonda’s collections while targeting a mass market, time-poor audience who want “more for less”. It was therefore crucial to reach busy audiences at moments when Sekonda’s straight-talking, problem-solving creative would cut through.
What we did
Our media plan had both national and regional reach, activating large format digital rail and roadside OOH in high-footfall travel hubs including London Waterloo, Liverpool Street, Reading, and Leeds stations, to efficiently reach a mass audience.
What we did
This provided range and reach, meaning we could double down on busy commuters with messaging related to travel and, therefore, more likely to generate recall.
What we did
We activated roadside placements to bring Sekonda to life on high streets close to jewellery stores. These placements had tailored messaging to the site: signposting Sekonda distribution outside F. Hinds, which sold the collections, and nudging gifting audiences to compare higher-end jewellery to the value of a Sekonda watch outside Austen & Blake.
We delivered against reach goals, establishing Sekonda’s brand in high footfall spots, resulting in 55% of UK adults recalling Sekonda’s out of home advertising in post-campaign brand tracking. Our roadside placements drive the highest recall at 62%, giving us data-led insights to optimise our format mix in the future.
Our media brought Sekonda’s no-nonsense brand platform to life in a playful, relevant way. Post-campaign brand tracking saw 74% of those who saw Sekonda’s outdoor advertising said they either liked or loved it, and 52% associated the formats with being “original”, “honest”, or “unique”.
We successfully generated action from our audiences. Brand term searches rose +46% post-launch, indicating high recall due to our context-led approach. In addition, sales of the watch collections featured in media increased by +40% year on year in Sekonda’s high street retailers, proving the impact of our campaign in spotlighting specific product ranges in spaces that would drive audiences to purchase.
Revenue growth YoY
Recall from roadside placements
Increase in sales of watches featured in media