Timex Watch Me!

Words like "can't" aren't in an Ironman's vocabulary. So to get Timex watches on these hard core athletes' wrists, we developed an integrated experiential campaign designed to help them prove to themselves and to the world that they can do anything. From online expert coaching programs and pop-up training events and giveaways, to support both on Timex.com and Facebook, we motivated elite athletes to push themselves to the limits and run their first IronMan race. For those who qualified, we provided professional support runners at the races to encourage those who were struggling and cheer on the athletes at the hardest sections of the race. And to reward the finishers, we created a luxury cool down tent complete with masseuses and created billboards, web and print ads that congratulated the new IronMen and Women who were bold enough to say, "Oh yeah? Watch Me!" For a brand in dire need of a second wind, the campaign gave them a powerful way to set the pace and be part of the conversation.