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Cartier hits mobile stride with fully-optimized banner ads

November 18, 2011

Cartier's Calibre watch

Jeweler Cartier has implemented rich-media banner advertisements on The New York Times mobile site to spread the reach of its Mechanics of Passion video series for its Calibre watch.

Through the ad, a consumer can choose to watch a collection video or go to the optimized mobile page for the Calibre collection. The video is the second in a series and flashes between close-ups of the Calibre model and scenes of a man chasing a mysterious woman.

“The key to longer engagement is to have a compelling opening, something that preps you for what’s next,” said Geoffrey Handley, co-founder of The Hyperfactory, New York.

“[Additionally], post-video, there needs to be a strong clear call-to-action or an actionable outcome for the consumer,” he said.

Mr. Handley is not affiliated with Cartier, but agreed to comment as a third-party mobile expert.

Cartier did not respond by press deadline.

Race against time
When a consumer clicks on the banner ad in the New York Times mobile site, she is brought to a Cartier landing page where she can press play to watch the video or click to enter the Calibre collection page online.

Cartier's Calibre mobile ad landing page

The first part of the series was released this past summer and featured a well-dressed man who breaks into a vault in the basement of a hotel to retrieve a briefcase.

The video ends with the man, who wears the Calibre watch the entire time, opening the briefcase to reveal a chrome “XXI” piece that he places into its watchface.

The watch gears begin to move and the rest of the video presents the Cartier Calibre in various views.

The video currently being advertised in the New York Times mobile site is the Cartier Calibre Episode 2.

It begins with the same man catching a glimpse of a woman who walks by a door. He chases her through what appears to be a desert and into a building that contains larger-than-life watch gears and twisting staircases.

The number XXI is featured in many places throughout the building’s interior.

Cartier's man races up the numbered stairs

The video ends when the man reaches a room in which the floor is the moving gears of a watch and the woman is on the other side.

The watchface floor transforms into the Calibre and is featured as the ending shot, followed by the phrase, “mechanics of passion.”

Cartier has not yet released the third episode.

Right timing
Cartier likely had the right idea to use a banner ad on the New York Times mobile site to promote the video since the site is frequently visited by on-the-go, affluent consumers.

Indeed, other luxury marketers such as Tiffany & Co (see story) and Ralph Lauren (see story) have leveraged the New York Times’ mobile platforms to advertise their newest collections.

The video is mobile-optimized and only about a minute long, making it ideal for busy consumers.

Mobile video episodes are expected to help increase sales this holiday season (see story), which may be why Cartier is pushing the video via the optimized New York Times site.

Indeed, mobile video is a viable way to engage consumers and lead them to further branded sites.

Cartier does this in two ways. Consumers have the option to skip the video all together and just visit the Calibre mobile site, or they can click through to the site after the video ends.

The Calibre mobile site is split into multiple sections, where consumers can click on design, collection, movement, films and make your move. “Make your move” is a different campaign that is also centered around the watch.

The Calibre collection mobile site

By linking consumers to the mobile-optimized collection page, Cartier may likely increase sales.

“Some luxury experts have said that luxury brands don’t need the consumer to follow through and carry out an action via mobile, as long as the brand and experience has taken place then the job has been done,” Mr. Handley said. “But I disagree.

“I think that every brand regardless of category needs to ensure that they follow through to mobile-optimized experiences,” he said.

Final Take
Kayla Hutzler, editorial assistant at Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.