Sekonda, the classic British watch brand owned by Time Products (UK) is aiming to position its timepieces and smart wearables as a staple for a younger Gen Z market through a major integrated marketing campaign.
The campaign – “any. second. now.” – marks the first work by VCCP Blue and VCCP Media since being appointed in August and champions the anticipation that every second holds, while challenging the conventions of the watch category. Rather than selling status symbols, the work emphasises that Sekondas are stylish and affordable, and are for the many, not the few.
The strategy also has overcome the fact that, for most people, and especially Gen Z consumers, the mobile phone has replaced not only watches but cameras and personal music players.
At the heart of the activity are six 10″ films directed by Jack Kenyon through production company At Collective. Each spot focuses on a different moment of anticipation, leaving the viewer uncertain as to what happens next.
From a long fingernail getting dangerously close to a bubblegum balloon, to a game of “pass-the-parcel” and someone trying to build a tower of playing cards, each film spotlights everyday moments. Devised by VCCP Blue creatives Joanne Channing and Hannah Talbut, the campaign idea was originally presented during the successful pitch.
Out of home imagery showcases Sekonda’s product line-up with a suite of moving portraits, reflecting the variety of captivating but simple moments across AV, OOH and social, with stills photographed by Jack Kenyon. All creative and assets were produced by VCCP Blue, with artworking and art buying supported by VCCP’s global content creation studio, Girl&Bear.
As well as championing Sekonda’s traditional timepiece watches, “any. second. now.” launches the brand’s new smart ring, emphasising the benefits of wearables, which despite having been around for a while, their advantages remain relatively unknown.
From “heart. rate. rising.” to “learns. your. cycle.”, each spot uses the campaign’s three-word language system and a distinctive revolving graphic, to showcase the core benefits of wearable tech.
Media planning and buying has been led by VCCP Media, whose strategy aims to position Sekonda as a youth fashion brand.
The media strategy connects Sekonda directly to the thrill of anticipation by using the media as a literal countdown to the moments Gen Z cares about most.
The campaign is supported across a variety of channels, combining high-impact digital OOH instalments near key student zones and retail outlets with pre-emptive video formats across Prime Video, Netflix, and YouTube.
To drive relevance for the brand and authentically showcase Sekonda’s products, VCCP Media also developed a creator strategy across TikTok and Instagram, supported by Snapchat first-view placements.
Time Products (UK) marketing director Janet Gough said: “We are delighted with our new campaign ‘any. second. now.’ plus our refreshed Sekonda brand world and are so proud to see everything live.
“VCCP Blue and VCCP Media have shown a deep understanding of the target audience, got under the skin of the Sekonda brand and demonstrated incredible creative work from core idea all the way through to production and out the other side. Our partnership has started with a bang and long may it continue.”
VCCP deputy creative director Ciara O’Meara added: “This has been a brilliant team effort between Sekonda, VCCP Media and VCCP Blue. We’re thrilled to see the work going out so swiftly after our pitch and are excited about Sekonda’s challenger ambitions for the future.”
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