THE WATCH
Direnzo Watches was created in Geneva in 2016 by Argentinian architect and watch designer Sergio Godoy Di Renzo.
It draws inspiration from the magnificent race cars of the 40’s & 50’s.
The goal was to create a timeless but contemporary wristwatch, which, while both elegant and subtle, transmits a sense of excitement and speed.
THE CHALLENGE
Direnzo Watches needed a strong digital strategy for its launch on Kickstarter.
The challenge was to attract and build a loyal audience of watch aficionados, who share similar values for minimalist and tasteful wristwatches, that evoke an era of pioneers and mould-breaking engineering.
BRANDING
A brand style guide was created in order to achieve a tasteful, consistent and recognizable cross-platform presence.
A color scheme was crafted based on visual references from the 40’s & 50’s.
A slightly washed out look with desaturated warm colors was created to be used throughout Direnzo’s communications.
A personal, reliable and inclusive tone of voice was adopted.
CONTENT
Editorial themes were created and official brand content was produced including photos, short videos, a kickstarter film and a press-kit that was sent to hand-picked watch bloggers and experts.
We left room for spontaneous publications and adopted a tailor-made #hashtag strategy for better appealing to our audience.
THE LAUNCH
We started publishing new social media content 6 months before the launch on Kickstarter.
Bloggers who received the press-kit containing the prototype, started responding very positively about the watches and publishing great articles about them.
KICKSTARTER
The launch on Kickstarter was a huge success! Direnzo’s pledge was reached within 4 hours after the launch.
Check out the campaign.
