AUDEMARS PIGUET - AP SOCIAL CLUB

contexte

In the midst of the global lockdown, without any possibility of meeting up or moving around, the challenge was clear: we needed to bring to life the brand’s promise “Born in Le Brassus, raised around the world” in the most “Audermars Piguet” of ways.

big idea

AP Week: more than just a series of digital conventions, a truly interactive, pleasant and immersive experience at the heart of the Joux valley

A 300 m2 pop-up studio in the middle of the Swiss mountains
Created especially for the event, set up in just one week and fitted with 16 HD cameras.
A unique and poetic setting, so #AP!

4 #SeriousFun meet-ups:
- D1: a programme tailored to all staff members;
- D2: an immersion day in AP’s kitchens and the recipes of its success, for the brand & retail teams;
- D3: a talk show hosted by the CEO for journalists, business partners and long-standing clients;
- D4: a keynote address on social media followed by a live Q&A session for all the Maison’s fans.

Meet-ups accessible via an immersive 3D platform
making it possible to view live sessions, network and explore the Brassus area like never before.

Outcomes

• 92% participation rate
• 4,600 people connected from over 16 different countries
• More than 4,000 interactions recorded
• 4 “Grands Prix Stratégies” awards:
• A GOLD award in the “Internal communication event campaign” category
• A GOLD award in the “Multi-target event campaign” category
• A SILVER award in the “BtoB communication event campaign” category
• A SILVER award in the “BtoC communication event / Event scenography campaign” category