To celebrate the 80th birthday of an iconic product The Reverso by Jaeger LeCoultre, and to raise the brand's notoriety in the entire world, we created a programme based on The Reverso’s revolving dial. The aim of the show was to unveil secrets or unknown stories about artistic masterpieces (design, literature, architecture, paintings), as some work of them contain hidden meanings that only reveals themselves through tiny details.

Jaeger LeCoultre shed a new light on those classics turning them upside down literally to reveal their hidden meaning on CNN international, presented by one of the most famous CNN journalists, with an access to CNN news correspondents in the field, and included in the program with highest reach in EMEA. Our program was called ‘The Revealer’ and lasted 8 months on television and auto promotion, and extended to web where was the exclusive sponsor and benefits from CNN auto promotion.

The ROI results of this annual project, which ran from 24 March 2011 until 23 January 2012, were exceptionnal: 1. In Online, the media campaign reached +89% impressions of over delivery and on TV, +800% of TV spots in bonus offered. The user spends more than 2 minutes online on the co-branded microsite.2. the media negotiation value, the PR obtained, the auto promotion and marketing campaigns, the production cost (ad creative and content) offered by CNN to support the co-branded program and the media added value reached 1 for 14: for €1 paid in media, the campaign succeeded to get €14 of visibility (earned media).3. In terms of brand effect, this campaign has significantly improved by 9 points the perception of Jaeger LeCoultre on the High Income Earners audience (awareness/image survey on Asia).