Winning The Drum Awards for Experiential Luxury Gold is The 10 Group and IWC Schaffhausen with ‘Captivating a global audience at Speed City Vegas’ . Here is the award-winning case study. Having maintained a strong relationship with IWC Schaffhausen for several years—working together on global media relations strategies and content creation—The 10 Group was tasked with developing a new creative idea for a global launch event and activating and managing it.
The event acted as the launch moment for IWC’s new partnership watch with Mercedes-AMG and Mercedes-AMG’s GT Coupé car. IWC Schaffhausen, which was founded in 1868, is known for its heritage and unique engineering approach to luxury watchmaking. The brand combines high-quality human craftsmanship with cutting-edge technology.
IWC and Mercedes-AMG have been partners since 2004, making their collaboration one of the longest-standing between a watchmaker and an automotive brand. Planning The campaign brief was to come up with a new creative idea for a global launch event, with the core objective to generate as much attendance and global coverage as possible, as well as to increase brand visibility and share of voice for IWC. We created ‘AMG x IWC Speed City’ – a unique experiential pop-up desert camp and off-strip racetrack in the iconic Speed Vegas event space.
This project relied on earned media coverage to increase brand visibility and share of voice for the client. The strategy was centred on creating an.