Hublot x PSG - Gradient | Experiential Marketing
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Hublot x PSG

Reveal of the New Hublot Watch Inspired by PSG

Challenge

Gradient was pleased to partner with Hublot to launch its new watch, the Big Bang Unico Bi-Retrograde Paris Saint-Germain. The watch, created by the luxury watchmakers is an exciting collaboration with the world famous PSG French Football Club. As a long-term supporter of football, Hublot had also launched the “Hublot Loves Football” campaign during FIFA World Cup Brazil™ last summer, and wanted to prove again its support and love for football. To let the world discover Hublot’s second timepiece with the French football champions, limited to 100 pieces, we determined to produce a highly exclusive event in Manhattan not only representing the values of both brands but also highlighting French culture.

NEW YORK, NY - JULY 22:  The overall general atmosphere at the launch of Hublot's latest timepiece with Paris Saint-Germain Team and celebrates partnership In New York City on July 22, 2015 in New York City.  (Photo by Mike Coppola/Getty Images for Hublot)

Idea

An Immersive Partnership between Sports and Luxury

Gradient curated an evening, melding facets of French culture with the best of NYC treasures. To set the décor of the night, we selected the iconic 620 Loft and Garden in Rockefeller Center, which allowed guests to enjoy their drinks with an amazing view of the Manhattan skyline, including St. Patrick’s Cathedral.

To celebrate French culture, we also commissioned a live art demonstration by renowned French-American artist JonOne, who created a unique painting with help from the PSG players. During the evening, attendees enjoyed music from French DJ Olivier Meiji and sampled bites from acclaimed chef, Pierre Schaedelin, and world-renowned pastry artist Dominique Ansel.

Results

The event gathered a coalition of influential individuals, including CEOs, press representatives and celebrities. Following the event, PSG broadcast a video on the team website, which only further bolstered press coverage. The different media impressions were amplified by additional coverage from the players’ personal social media accounts.