Big Pilot

A BRAND EXPERIENCE

Discover the World of IWC Schaffhausen like never before.

The Challenge

As part of IWC Schaffhausen’s ambitious plans, a Global toolkit was developed to be rolled out around the World with the aim of bringing the World of IWC to destinations around the World for people to discover IWC’s most iconic pieces like never before.

Our challenge was to bring the IWC Big Pilot Roadshow to life across England, Scotland and The Netherlands. A challenge made even more complex due to the timing and COVID-19 travel restrictions in place at the time.

Demographic Affluent Adults

Location England, Scotland, Netherlands

Duration 2 Months

Objective Retail + Brand Engagement

A black modular pavilion with "The Big Pilot" and "International Watch Co." branding displayed on its upper section, set in a city street with Edinburgh Castle visible in the background. The pavilion has an open interior with people inside interacting, while a few individuals stand nearby on the street. Trees and sunlight create a vibrant outdoor setting.

A close-up of a man's wrist as he tries on an IWC watch with a brown leather strap that has white contrast stitching. The watch has a large face with three circular dials, showcasing its intricate design. The man is wearing a white shirt, highlighting the elegance of the timepiece.

A woman is taking a picture of a QR code with her phone. The QR code, placed on the table, features the text "IWC" within it. In the background, there is writing in capital letters that says "BIG PILOT 43." To the right, a glass cabinet is visible.

A woman is walking with an IWC Schaffhausen display filling the background. She is wearing a white blouse and a black COVID-19 face mask.

The Execution

Over a 3 month period, the Big Pilot Roadshow went live across 6 UK locations (1 week per location), and 1 weekend in Den Haag, The Netherlands. Delivering a premium experience to customers and driving direct sales and hosting several VIP events, the roadshow exceeded expectations in delivering sales and a destination where people could discover IWC’s most iconic pieces like never before.

As well as providing an end-to-end solution for planning, logistics, management, installation and staffing, we created video (including drone footage) and photo content used to promote the events.

Covent Garden
Castle St, Edinburgh
Exchange Sq, Manchester
Liverpool ONE
Leeds Briggate
Bullring, Birmingham
Den Haag, The Netherlands

A birds eye view of the IWC Big Pilot Roadshow pavilion in Edinburgh, featuring "The Big Pilot" branding on the black modular structure. Security guards and staff are standing outside the pop-up installation, while Edinburgh Castle is visible in the background.

A woman in a "The Big Pilot" t-shirt points at a large interactive holographic display showing a life-sized man demonstrating a watch. A man in a suit stands beside her observing the display in a modern exhibition setting.

A customer visiting "The Big Pilot" and "International Watch Co." is wearing a white blouse and a COVID-19 mask. Inside the store, she is browsing the watch display, observing the stock. She is focused on reading some information presented alongside the watches.

A close-up of a woman who is trying on an IWC watch via and AR app on a phone.

The Outcome

The Big Pilot Roadshow was in incredible success. Exceeding expectations in the sheer number of timepieces sold, while delivering an exceptional experience to thousands.

Shipping Containers

Cities

Live Days

A front-facing view of the IWC Big Pilot Roadshow pavilion in Edinburgh, featuring "The Big Pilot" branding on the black modular structure. A man in a white shirt is standing in front, taking a photo of the pop-up, with Edinburgh Castle visible in the background under bright daylight.

A display of nine IWC watches showcased inside a glass cabinet. The watches are arranged neatly, each featuring different designs and straps. Above the collection, the title ""Pilot's Watches"" is displayed in bold 3D letters inside the cabinet.

A man wearing a white shirt and black blazer tries on an IWC watch with a brown leather strap while a staff member in a black T-shirt with "IWC The Big Pilot" branding observes. Both are wearing COVID masks, but their smiles are visible through their eyes as they share the moment.

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