Campaign by MyKronoz Showcases World’s Most-Funded Hybrid Smartwatch—ZeTime—from Swiss Challenger
Intentionally timed to coincide with the world’s biggest show for watches and jewelry, Baselworld 2018, premier watchmaker for the smart generation, MyKronoz, has launched a digital campaign that goes beyond category clichés, and pokes fun at old-school watches and their wearers.
Playfully contrasting the legacy-focused world in which owners of classic timepieces live with that of today’s connected generation, the brand subtly introduces viewers to its groundbreaking hybrid smartwatch ZeTime—an affordable timepiece for traditional watch lovers who also want a smart device.
Debuting on social platforms, six spots in the ‘I’m a watch, I’m a smartwatch’ campaign portray two rival, quirky characters who respectively personify the watch and the smartwatch, and hint at the superiority of a hybrid device like ZeTime, which combines the best of two worlds.
In one spot we see classic watch man sitting meekly with an hourglass on his all but empty desk. By contrast, smartwatch man next to him is busy mixing the decks, taking phone calls, checking the weather and reviewing a map. “What (kind of work) do you do?” he asks, looking over at his unremarkable neighbour.
“Well, I tell the time….” .
“Nice!” replies smartwatch man, charitably.
“At a time when the watch market is facing key challenges and most wearable makers are not attending Baselworld 2018, we at MyKronoz are consciously bucking the trend and investing. This campaign is testament to our belief that great design, essential features, affordable prices and a creative approach to our marketing is what will set us apart from the rest,” said Sarah Brault, MyKronoz CMO.
In its first five days, the spots have been viewed over 2 million times on Facebook and Instagram.
The brand recently broke crowdfunding records, raising over US$8 million/£5.7 million for ZeTime in a year. This makes ZeTime the most crowd-funded hardware product of 2017, the highest funded hybrid smartwatch ever and the brand the most funded European company in Kickstarter history.
ZeTime belongs to the fast-growing segment of hybrid smartwatches—a subcategory that will make up over 50% of the smartwatches market by 2022. Nearly 80 million hybrid smartwatches will be shipped by 2022, up 460% from an estimated 14 million in 2017 according to IDC.