The Diesel Timeframes brand philosophy, ‘Time to be Brave’, encapsulates their mission to grab hold of life’s opportunities and make the most of every moment. To promote this attitude CP+B London created the ‘Days to Live’ campaign, inspiring people to step back from their daily routine, re-evaluate their lives and make their wildest dreams happen now. The campaign uses an online questionnaire to calculate the user’s number of ‘days to live’. It then helps people live every one of those days to the full with a unique alarm clock App. The campaign was supported with TV, online content, POS and social media activity.

It was essential that our creative solution was product focused and sat within the broader brand philosophy of ‘Time to Be Brave’. At the same time, we needed to get people talking and continue to build the Diesel watch community, whilst at the same time creating something highly interactive and unusual. Our interactive online questionnaire allowed us to target all those objectives at once – talking about the product, opportunity, time and bravery in a way that was interactive as well as exciting enough to kick-start the conversation online.

Ever since the pre-launch, our conversation with the consumer on social media has been constant and consistent, with an average of 3,300 likes, 40 comments and 160 shares for every piece of communication. The ‘Days To Live’ Questionnaire achieved more than 28,000 completions in 4 months, and the questionnaire result was shared over Facebook or Twitter almost 10,000 times. Moreover, we managed to keep the momentum going as the campaign matured, with levels of engagement and interaction with our online activity progressively increasing to the point where we received 16,917 likes, 1584 shares and 342 comments on a single post.