In an era in which watches a fitness monitors, message receivers and information providers as well a time tellers, Audemars Piguet is fighting to grow an audience from those who collect watches that are just time tellers (the watch as a status symbol persists) and those who are curious about watches.
It’s the brand’s 150 anniversary and it is making the most of the milestone with an exquisitely beautiful interactive digital experience by makemepulse that blends education, storytelling (including the brand’s Swiss history and evolution), and gamification (such as assembling a watch) into the world of Haute Horlogerie in 20 pieces of content, and complements the physical brand’s exhibition of the same name held at Shanghai Exhibition Centre from May 24 to June 08 and later at the Dubai Watch Week.
The House of Wonders is targeted to reach all ages. While it spotlights Audemars Piguet’s own story, it also provides an introduction to watchmaking in the broader sense, tracing its heritage and evolution in Switzerland and beyond. The digital experience is Designed to complement the physical brand’s exhibition of the same name, held at Shanghai Exhibition Centre from May 24 to June 08 and later at the Dubai Watch Week, the digital version of the House of Wonders immerses visitors into several 3D rooms and decors, like cabinets of curiosity, paying tribute to the brand’s rich universe from 1875 to the present day.
The experience also allows visitors to unlock badges and receive gifts, the ultimate being a 2-day visit to the Manufacture of Audemars Piguet in Switzerland. One of the highlights is the Portal Quest, a mobile game inviting users to unlock three watch pieces in an astronomical room in augmented reality. makemepulse also created the webXR experience, Journey of an Idea, available through VR headsets at the Shanghai exhibition and on the anniversary website.
The anniversary website will run throughout the year of celebration. In 3 months, it gathered 311k visits with an average time spent over 10 minutes for the logged in users, an 80% engagement rate, with 40% of games completed.
Credits:
Client: Audemars Piguet
Brand Creative Director: Valentin Bentz
Digital Communication Manager: Marie Savoini
Digital Expert: Audrey Kräber
Digital Lead Coordinator: Sara Depallens
Digital Coordinator: Joanna Bobst
Media Expert: Kyle Wilding
Creative Agency: makemepulse
Chief Creative Officer: Nicolas Rajabaly
Art Direction: Manon Bin, Thomas Rousset, Jerome Levilly, Romain Passelande, Adrien Laurent, Luana Doeur, Solène Robichon & Anthony Meric
Chief Technology Officer: Antoine Ughetto
Strategist: Camille Chalvin
Executive Producer: Mathias Roumy
Producers: Valentin Moreau, Sacha Grunberg & François Cavalin
Developers: Zoé Jeulin, Gauthier Pompougnac, Jérémie Colombo, Pierre Lepers, Rémi Becuwe, Julien Vasseur, Nils Landrodie, Florentin Monteil, Conor Holyday, Jérémie Colombo & Vincent Saisset
Chief Growth Officer: Sarah Cutler
Partnerships: Marie-Elise Archambaud
Post Production & VFX: Doze Studio
3D Artists; Aurélien Comnos, Hugo Thomas & Guillaume Lanoiselée
Music & Sound: Press Play On Tape
Sound Designer: Loïc Bénart
