Ducati and Burger King X Burnt
Introduction
We successfully secured Chopard as the official jewellery partner for the 2013 film about the last two years of the life of Lady Diana Spencer. We worked closely with Ecosse films and their production team from the earliest stages of pre-production through to the film’s red-carpet debut to integrate the Chopard brand experience in relevant and impactful ways from on-screen integration, to publicity leverage to ownership of the film’s global premiere.
On-Screen Integration
Early access to the film script enabled us to identify unique and appropriate opportunities for brand integration - shifting the focus of a key shot, for instance, from Diana’s glance at a wall-mounted clock instead to her Chopard watch casually resting on the nightstand, or turning a previously unbranded storefront on Bond street into the Chopard flagship store, featured in a full exterior pan shot in one of the film’s key scenes.
Publicity / Cross-Marketing
We ensured that Chopard would benefit from a strong portfolio of media-worthy assets as a result of the partnership, arranging for the brand to leverage these across their own press and marketing channels and assisting them with the contractual negotiation of usage rights for a global PR campaign.
Global Premiere Ownership
As the headline host of the ‘Diana’ film premiere party, Chopard was able to leverage the event from a hospitality standpoint to strengthen relationships with key partners (retailers, press, clientele, etc.) The film’s star Naomi Watts wore Chopard earrings to the event.