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, …