Overview

Breitling’s association with aviation has side-tracked the brand and it is losing relevance. The new ownership contacted Spring to help them revamp the brand to reinvigorate brand relevance.  

Challenge

The category is dominated by narratives of craftsmanship and stories of individual achievement. Breitling needs new category narrative to stand out.

Insight

Three insights informed our strategic approach and campaign development:

Cultural shift 

Values of the me generation giving way to collective activism for the common good.

Consumers seek brands that stand for something 

Luxury and lifestyle brands expected to stand for higher purpose values. Amongst younger consumer there is an expectation that brands also proactively contribute to the common good. 

Breitling has the DNA to speak to cultural shift 

Purposeful Action and Collective Endeavour have been at the heart of the Breitling brand since inception and provide springboard for the brand to be at the forefront of this cultural shift.

Strategy & Approach

Express a unique stance on action through team work to achieve real purpose.

We identified sets of outstanding ambassadors, teams of authentic icons, recognised as the best in the world at what they do. They’re not mannequins, not models but squads who collaborate together with a sense of purpose, some drawn from:

Jet Squad

Explorer Squad

Cinema Squad

Surfer Squad 

Triathlon Squad

Solution

Campaign execution captures the emotion of collective passion

We capture the emotion, and the experience of the bond created between people brought together by shared endeavours and common goals. The omni-channel delivery brought the updated brand identity and communications, to new digital channels and retail concepts. 

The BREITLING approach is inclusive working with communities

Beyond the remarkable photographs, social stories and characters, Breitling’s relationship with the squads run deep with shared missions. 

Collaborating with Kelly Slater’s sustainable brand Outerknown to clean up the oceans, to joining our triathletes on the Coronation Double Century endurance bicycle race in support of South African charity Qhubeka, improving the quality of life for hundreds of people. 

Results & Learning

Brand measures have seen an uplift on key measures of relevance, modernity and inclusivity.  Business growth outperformed business objectives and the brand won fame on the award circuit. We grew Breitling’s Instagram following by leveraging squad member following, and paid media partnerships, from 100k to reach its goal of one million followers in under a year.