Case Histories

Subway | Reebok | Ironman | Timex | NASCAR

TIMEX iControl Launch

To position the new iControl watch as the must-have product for Gen-A consumers, a group of 40 million individuals who work out two or more times per week.
To leverage the innovative aspects of the iControl to reinvigorate the overall Timex brand.

Catalyst analyzed the media consumption habits of Gen-A consumers to determine the best way to influence this audience.
The agency created an experiential launch event to showcase the product’s functionality and deliver key messages among media outlets consumed by these fitness enthusiasts. Representatives from more than 50 magazines and blogs attended.
Catalyst also secured an exclusive placement in USA Today the day of the launch to help build retail awareness.

Online product supply sold out the day following the media launch.
Secured more than 131 million strategically targeted impressions in top-tier outlets including NBC’s TODAY Show, The New York Times, Prevention, Family Circle, MSNBC.com, Gizmodo and Engadget.
Nearly all coverage secured conveyed positive (81%) or neutral (14%) messages.
TIMEX dominated the competitive share of voice online (95%) and in mainstream outlets (79%), securing almost 4:1 the media coverage that the Nike Amp+ launch generated.