2 of 12

TARGET AUDIENCE

EXPERIENCE – DRIVEN

DEMOGRAPHICS: MILLENNIALS & GEN Z, AGES 18 - 25

LIFESTYLE: URBAN PROFESSIONALS, STUDENTS,

PSYCHOGRAPHICS: STYLE - CONSCIOUS, TECH SAVVY,

& CREATIVES

3 of 12

CREATIVE BRIEF

Objective: increase awareness, drive retail & online traffic, and boost sales of Fossil Q Smartwatches
Target Audience: Style-conscious, tech-savvy, experience-driven consumers ages 18 – 35
Key Insights: Today's consumers want technology that enhances their lives without demanding attention or sacrificing personal style.
Message: You don’t have to choose between style and smart — get both.
CTA: Discover your style at Fossil.com or in-store.

4 of 12

KEY INSIGHTS + CREATIVE STRATEGY

Consumers feel overwhelmed by their constant phone usage

Value personable/ customizable to daily life

Fitting aesthetic and fashion trends influence buying decisions

Less clutter, simplifying life

Reversal – Position Fossil as a brand that helps reduce phone dependency

Personalization Appeal - Highlighting features: customizable faces and all lifestyles

Identity Branding - Extension to the wearers style

Simplification - All-in-one solution that replaces multiple needs

STRATEGIC SUMMARY CHART

5 of 12

PROBLEM + OBJECTIVE

SECONDARY OBJECTIVES

Increase smartwatch sales during the holiday season, especially among ages 18-35.
Fossil wants to increase sales (both online, and in person), by using a combination of print, social media, digital, and traditional advertising, with an aim to target Gen-Z, and millennials.

PROBLEM STATEMENT:

The watch brand, Fossil, has experienced a decline in sales the past few years. Fossil has concluded that this is due to consumers preferences changing as well as a competitive market in terms of technology, and smartwatches. The brand wants to target consumers ages 18 - 35 and want this demographic to be more aware of their brand, and view it as trendy, cool, and high quality.

PRIMARY OBJECTIVES

Increase awareness of the Fossil brand among the target Gen-Z and millennial demographic, specifically during the fall season campaign
Increase engagement, brand awareness, and customer base prior to the holiday shopping season

6 of 12

CAMPAIGN THEME + TAGLINE

TAGLINE 1

Looks Vintage. Lives Smart.

TAGLINE 2

Intelligence you can wear. Style what you already have.

THEME

Timeless Style. Smart Living.

7 of 12

FALL CAMPAIGN�AWARENESS PHASE

JULY 1- SEPTEMBER 30

Aims to increase brand awareness in targeted demographic.

This brand awareness campaign focuses on Fossil's model Q smartwatches, advanced, savvy, and stylish watch available in a range of colorways.

To increase awareness, this campaign will include a combination of social media ads, billboard ads, print ads, and radio ads, ensuring the brand is seen in environments fitting to the brand, and the Gen-Z, and millennial demographics.

8 of 12

HOLIDAY CAMPAIGN�SALES

Emphasize the Fossil Q as a smart gift, for both fashion, and tech lovers.

"The smartest accessory this holiday season"

Utilizes a combination of social media, radio, billboard, and print ads, with strong CTA statements, and persuade buying decisions

Strong focus on digital and social media ads, as the target demographic (ages 18-35), do much of their holiday shopping online, or research online before making a purchase.

October 1- December 31

9 of 12

FOSSIL RADIO AD

Production Note: Talent will speak in a fast-paced and confident tone.

SFX: Upbeat music → transitions (gym, city, nightlife sounds)

VO: “New day. New fit. Same energy.

From the gym…

to class…

to a night out—

your watch should keep up.�

Fossil Q Smartwatches track your steps, send your notifications, and

match your style—everywhere you go.

Hybrid or touchscreen—your vibe, your choice.

This isn’t just a watch…

it’s main character energy.

Fossil Q.

Looks vintage. Lives smart.”

“Tap in. Shop Fossil.com.”

10 of 12

INSTAGRAM CAROUSEL AD

11 of 12

BILLBOARD AD

12 of 12

HEADER AD

Header social media/ digital ad for Fossil's holiday season campaign, aimed to focus on the Fossil watches qualities of both fashion, and function.
Showcases the watches in relatable environments for both Gen-Z, and millennials (at the gym, in class, in the office).