Beyond the Scroll: Why Time Group Bets on the Big Screen

In an era dominated by digital advertising, Time Group, the Argentine representative of prestigious watch brands like Seiko, Mido, and Orient, has consistently found success in a seemingly conventional medium: cinema. For over 15 years, they’ve integrated cinema into their marketing strategy, reaping critically important benefits in brand positioning and customer engagement.

The power of Immersive Experiences

Silvina Nesi, Marketing Manager of Time Group, emphasized the unique advantages of cinema advertising during a private screening of “Puente en Llamas,” hosted by Filmsuez. The experience has been highly positive, Nesi stated, highlighting cinema’s ability to cut through the digital noise.

Unlike the fragmented attention spans typical of online environments, cinema offers a captive audience immersed in a sensory experience. this focused attention allows for deeper emotional connections, crucial for conveying the core values of watchmaking: precision, design, and innovation. According to recent studies, cinema advertising boasts a 2-3x higher recall rate compared to digital ads.

The cinema guarantees full attention without distractions. It allows us to present our watches in an aspirational surroundings, with great power of remembrance.

Silvina Nesi, Marketing Manager, Time Group

Strategic Content Curation: Reaching the Right Audience

Time Group leverages the power of content curation by aligning their advertisements with films that resonate with their target demographics. This allows them to precisely reach different consumer profiles, from those who prioritize design and style to those who value technical performance and brand heritage. For example, a Seiko advertisement might be placed before an action film, highlighting its durability and precision, while a Mido ad could precede a romantic drama, emphasizing its elegance and timeless design.

This targeted approach transforms cinema from a mass-market medium into a strategic tool for brands with defined positions. We can choose films that dialog with the DNA of each brand. thus, we generate a deeper emotional bond with the audiences, reinforcing the attributes that each represents, Nesi explained.

Elevating Brand Image through Association

The act of going to the cinema itself contributes to the effectiveness of advertising. It’s a shared, valued experience that elevates the perceived prestige of brands associated with it. The high-quality visuals and immersive sound systems create a premium environment that enhances brand image.

Advertising in cinema positions us in a plane of prestige and refinement that dialogues very well with the universe of watchmaking, Nesi noted. This association with a positive and memorable experience strengthens brand perception and fosters lasting customer loyalty.

Cinema as a Complement to Digital Strategies

While Time Group continues to invest in digital advertising, they recognize cinema’s unique ability to provide emotional depth and context. In a digital landscape saturated with fleeting impressions, cinema offers a memorable and impactful presence.

In an environment saturated with digital impacts, the film pattern allows us to highlight, with low competition and a presence that is not diluted, but is remembered, Nesi concluded. This strategic combination of digital reach and cinematic impact positions time Group for continued success in building premium watch brands.