We echoed Cartier iconic aspect by selecting referent media owners in each market. We created a never-done-before media activation by breaking and changing the media rules only for Cartier, from the USA to Korea or Saudi Arabia.- For the 1st time ever, an exclusive ad break of 3 minutes 30 was created on Television to showcase the brand movie on March 4th on 40 referent channels in 13 markets.- In Cinema where for the first time, an advertising film was displayed in the dark in last position before the movie in most countries.- Simultaneously a global web search & display campaign was activated with eventful HomePages formats on 40 referent websites around the globe.- A magazine campaign supported this audiovisual launchThe campaign was concentrated in 1month in March and was teased on Social media from 2nd of March and full pages in newspapers.

With L’Odyssée, Cartier has embarked on a new pathway and gave itself a complete strategy makeover.As a result, over 250 million individuals were exposed to the Maison’s Corporate message. The strong activation of social networks and videos platforms has leveraged the power of the campaign with a virality rate of 43% on the 1st week of the campaign on Youtube and a never achieved engagement rate on Facebook.Cartier achieved to be the first luxury brand channel on Youtube, second luxury page on Weibo and a Facebook fans base multiplied by 1.6 in one month.