BRIEF, STRATEGY, &

PROPOSED CREATIVE
EXECUTIONS
03.16.18
BACKGROUND
 BUSINESS
CHALLENGES
• In the Philippines, Seiko isn't seen as “high
class” compared to other brands, unlike in
other countries like Thailand or Japan.

• Seiko is perceived as a brand for the older

market.
 OBJECTIVES

• To improve the brand’s image in terms of

quality & class.

• To expand interest and appeal to the younger

market.
 EXECUTIONAL
OBJECTIVES
Social Media
• To expand the following of Seiko PH’s social media
assets.
• To reach a wider audience, to help gain website traffic, for
new product announcements, press releases, etc.

Website
• Total revamp of the Seiko PH website.
• To create a user-friendly way of assisting customers to
TARGET
Current: Mostly male, 25 and up, Class B to C SEC
MARKET Desired: Males, 16 and up
Class ABC SEC
 COMMUNICTION
STRATEGY
GET Males, 16 and up, Class ABC SEC

TO consider Seiko as their timepiece of choice

BY communicating how versatile their watches are

they are known for elegance, class,

BECAUSE
and fine mechanical craftsmanship.
 BRAND ROLE

Equip every hardworking gentleman with

a quality timepiece for every occasion.
Never Too Soon
a Seiko manifesto
 Those who wait believe
that good things will come to them.
 Those who wait believe
that their time will come.
But those who can't wait;
those who can't wait to get out of bed
on a Monday morning,
who can't wait to get their feet wet
and their hands dirty,
who can't wait to get knocked down
just to get back up again—
those constantly told
they're too young,
too inexperienced,
or too impatient—
 those who can't wait know
it's the good things that are waiting for them.
 For those who can't wait,
it's never too soon to ride their first wave,
or climb their first mountain,
or turn heads at their first black tie affair.
 Because those who can't wait
know their time will never come:
because it's already ticking,
it's never too soon.
 BIG IDEA:
The #NeverTooSoon
Movement

A campaign that tells Seiko's story of innovation,

defiance, and ultimate success:

a metaphor for today's youth who have all the

platforms they need to put themselves out there
and pursue their own goals.
 Movement In 3 Parts

The campaign will tell 3 facets of Seiko's story geared

towards building credibility, establishing relevance to youth
culture, and finally, creating appeal for the product along with
providing a direct route towards purchase.
SOCIAL MEDIA ECOSYSTEM:
CONTENT BUCKETS
CREDIBILITY CULTURE COMMERCE
Brand story Passion points Product story
Seiko Artisans Influencer stories Drive-to-website

Branded content Content pieces Relevant,

you want to that are always-on, pull
push to a wider developed on a content that is
and broad regular basis that actively
audience that are around searched about
drive awareness passion points the brand
at scale
 Credibility - Brand
Story
Seiko History
The Brand Story facet is comprised of social media
posts that parallel Seiko's struggles and successes with
those faced by the youth. Firstly, Seiko will share
quotable quotes—pieces of wisdom—grounded in
milestone's in the brand's history with #NeverTooSoon.
Brand Story
Sample Post
CAPTION:
In 1969, Seiko produced the
world's first commercially viable
quartz watch.

What will your first big

breakthrough be?
#NeverTooSoon
Brand Story
Sample Post
CAPTION:
Seiko was the first non-Swiss
watchmaker to ever place in the
global chronometer rankings.

How are you going to change

the game? #NeverTooSoon
 Credibility - Brand
Story
Seiko Artisans
Secondly, Seiko will also share stories of some of its best
artisans and craftspeople who inspire the company not only
with their skills but also with their innovative thinking.
Brand Story
Sample Post
CAPTION:
Seiko's Micro Artist team can
design create and assemble all
the parts of a Seiko watch in-
house.

What will you DIY today?

#NeverTooSoon
Brand Story
Sample Post
CAPTION:
He began his craft in 1971, but
until today Mitsuru Yokozawa is
the only enamel craftsman in
Japan capable of properly coating
a Seiko dial.

What's your unique skill?

#NeverTooSoon
 Culture - Passion Point Story
Always-on Social Posts

The Passion Point Story Facet skews Seiko’s story

towards the youth whether they be divers,
mountaineers, craftspeople, travellers, or start-up
CEOs. On social media, quotable quotes relating to
different passion points are juxtaposed with the
appropriate Seiko watch.
Passion Point:
Sample Post
SAMPLE: SEA

CAPTION: What are you waiting

for, next summer?
#NeverTooSoon
Passion Point:
Sample Post
SAMPLE: LAND

CAPTION: A journey of a
thousand miles above sea level
begins with a single step.
#NeverTooSoon
Passion Point:
Sample Post
SAMPLE: SKY

CAPTION: It's not where you

are now, but where you're
headed that matters.
#NeverTooSoon
Passion Point:
Sample Post
SAMPLE: FASHION

CAPTION: Every epic story starts

with a single word. Go on,
introduce yourself.
#NeverTooSoon
 Culture - Passion Point Story
Engagement Posts

The story continues with a series of polls or quizzes

that suggest Seiko watches based on users’
engagement with the baseline posts.
Engagement:
Sample Post
CAPTION:

You are a Shotcaller.

You don't play by the rules, you

change the game. You don't
imitate, you innovate. Yet you're
not trying to be different, you're
just being you.
Promo Idea:
Round-the-clock
#OOTD
Mechanics:
1. We will post a featured watch of
the month on the Seiko
Philippines Facebook Page
2. Show us how you’ll style it up in
the comments below with a photo
of your round-the-clock #OOTD
that can work from day to night!
3. Best entries will win Seiko
discount codes which will be
claimed via our website.
 Culture - Passion Point Story
#NeverTooSoon Influencer Stories

The story will further be amplified when social media

influencers representing different passion points share
their #NeverTooSoon stories of early struggles and
eventual success.
#NeverTooSoon Influencers
SEA LAND SKY FASHION

Jeff Ortega Javy Cang Chino Roque Rayniel

@jeffortega @javycang @elchupacabr Hernandez
aaa @rayniyel

89.9K Followers 41.1K Followers 5K Followers 21.1K Followers

Surf Adventurer, Private pilot, Founder of

Entrepreneur & mountaineer, athlete, and #SinoPinas, Art
Tourism, Owner photographer, CrossFit coach, Director at
of La Union Surf and finance first Filipino to go @AirAsia
School professional in space
Seiko
Influencer Post
#NeverTooSoon to reach the
summit. It’s all about the climb.

- Javy Cang
Seiko
Influencer Post
You can’t stop the waves but
it’s #NeverTooSoon to learn
surfing. Take it from San Juan
Surf School’s founder and
surfer, Jeff Ortega.
 Down The Line:
#NeverTooSoon 360°Movement

Online influencers soon convene on-ground to discussing "the

right time" to pursue one’s passions.

The on-ground conference leads to an Online Academy housed

on the Seiko website, where the youth can learn from their peers.

Finally, the movement culminates in a fellowship program where

promising youth are sponsored by Seiko to achieve their goals,
and primed to become Seiko's future ambassadors.
 Commerce – Product Story
Products Posts, Website

The final facet of the #NeverTooSoon Movement is the

Product story, which will be told through product-
focused social media posts that lead to the Seiko
website for e-commerce.

The Media Plan for these posts will be skewed based

on users’ Facebook activity to determine their relevant
Passion Points.
Product Story:
Sample Post
CAPTION:

Wear a Seiko Prospex Mens

Automatic Divers Watch with
confidence, whether you're in a
wetsuit or a three-piece suit.

It's #NeverTooSoon to visit

bit.ly/BV56No to find out more.
Product Story:
Sample Post
CAPTION:

The Seiko Presage "Cocktail

Time" is built with alloys
exclusive to Seiko, making it
stand the test of time, inside and
out.

It's #NeverTooSoon to visit

bit.ly/P0JL8 for more details.
 WEBSITE

• Total revamp of the Seiko PH website.

• To create a user-friendly way of assisting customers

to purchase the Seiko watch they desire.
 Website Development Timelines
UX Designs and Frontend Internal LIVE
Approvals Development testing

Week 3-4 Week 7-8 Week 10

WEEK 1- 2 Week 5-6 Week 9 Week 10

UI Design and Backend UAT

Approvals Development
 OTHER AMPLIFICATION
OPPORTUNITIES
Event Coverage
• Implement Livestream on Facebook page during
events (PR events) for wider reach online.
• Post-event videos, photos, etc. for social media.

App Development
• Functions of the website (product display, store
locator, online purchase) can also be applied into a
Seiko PH app.
Thank you!