The Mobile Movie Carousel:

The carousel works like a big, mobile movie studio. It turns around like an IWC clock and stars can switch from one to another famous movie set, reflecting three of IWC long-lasting watch models: Pilots, Portugese and Portofino.

With accessories like hats or suitcases the stars can complete their styling and perform in their little acting scenes as back in 1930, reminiscent of historical film times. After one minute of acting, the personal movie is finished and ready for sharing.

Like this, each participant becomes part of the IWC campaign and star in their own movie. 

With the mobile Movie Carousel we travel to film festivals around the world. It fits in a box for shipping around and is very easy to build up again in another city. The Movie Carousel is also easy to handle, as there is only one steady camera in the center.

In less than two weeks, technicians, stage designers and painters built the construction in recreating the atmosphere of the time. The inspiration for the scenery came from three of IWC long-lasting watch models: Pilots, Portugese and Portofino.

The journey of the carousel starts at the Tribeca Film Festival in April 2017. Shipping to Bejing, Zurich, London and Dubai in December has been planned.

Among all these cities, stars, influencer and visitors had to post their own movies and behind the scene pictures in their social media channels, as they are: Instagram, Facebook and Twitter.

Thanks to the large number of followers that our celebrity guests have, the carousel benefits from an audience range in the millions: Adriana Lima (over 10 million followers), Karolina Kurkova (1 million fans). Additional influencers such as Emily Luciano, Pam Hetlinger and Kim Cam Jones also provided a reach of more than 1,2 million and 550,000 views and likes via their social media channels.

Therefore, the stars got hundreds of thousands of comments, likes and clicked hearts for their IWC movie.

The challenge was to generate high reach with relevant content the stars want to post on their own channels to gain awareness for IWC.

The Result: IWC has united hundreds of stars and starlets in just one campaign without spending any money for media with an incredible global reach and the highest interaction rates ever in the history of IWC.