TAG Heuer F1

The Challenge
In the summer of 2004 TAG Heuer, the luxury Swiss watch manufacturer hosted a web design competition dedicated to TAG Heuer fans and enthusiasts. TAG Heuer wanted to enhance their online marketing and expand their web presence by building a “fan site” dedicated to one of the five major sporting arenas to which their affiliated: Formula 1, Ski, Indy 500 and IRL, America’s Cup and ROC. Major considerations for the site included the visibility of the brand and viral potential of the site; to tell the brand story within any one of the five sporting genres arenas and to showcase the relating TAG Heuer timepieces and product lines. It was also essential that the site integrated with TAG’s other existing marketing campaigns, all of which focus on the themes of prestige, performance, avant-garde and reliability.

The Solution
Since TAG has always had a strong connection with auto racing, since its existence as the first official timekeeper of F1 and in the 1971 film “Le Mans” where Steve McQueen wore a Heuer “Monaco” chronograph, it seemed prudent that Toshiedo build a heavily branded introspective of F1 motor racing with TAG’s F1 ambassadors Kimi Raikkonen and Juan Pablo Montoya as the focal piece. Utilising the rich interactive and multimedia capabilities of Adobe Flash, the entire site was programmed to deliver content seamlessly from point-to-point using complex mathematical scaling and movement algorithms. This allowed the content to transcend simple dissemination of textual information and bring the product within reach of the user to create a memorable brand impression.

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