G-SHOCK 30th Anniversary | Casio | Work

Case Studies

2012

G-SHOCK 30th Anniversary

A Timeless celebration for an iconic brand
Challenge

The iconic G-Shock watch was about to turn 30. But the brand wasn’t slowing down – instead, they were about to launch one of the biggest partnerships in their history with rap icon Eminem. They needed to execute an international press conference and buzz-worthy celebration for the 30th Anniversary of their iconic watch, one that also teased the Eminem partnership and got super fans excited.

Solution

We turned a brand birthday party into one of the hottest tickets of the year. Fans and influencers who came expecting to see performances by up-and-coming hip hop acts were instead treated to an exceptionally rare surprise concert by The Real Slim Shady. Eminem taking the stage for an hour-long set at the Hammerstein Ballroom created an instant legend. Relevent brought Eminem on board and produced the concert, along with a high-energy night of fan and press engagement featuring a museum-quality gallery of G-Shock timepieces, a press conference introducing the brand’s new cultural ambassadors and one-on-one access for press to Casio’s leadership. To cap off the night, guests at every level received gift bags filled with G-Shock 30th Anniversary memorabilia, including a limited-edition watch.

600 national and international media outlets attended the press conference, including a keynote that introduced the new brand ambassadors. 2,500 consumers, celebrities, and a few lucky Twitter contest winners, attended the concert, resulting in over 150,000 media impressions.

Visionary

Daring

Ridiculously fast