Tag Heuer – End of year cinematic activations toolkit

In December 2023, TAG Heuer deployed a cinematic-themed retail activation across all key markets, designed to amplify the brand’s end-of-year campaign and reinforce its strong ties with the universe of action and adrenaline. The activations thought by the BFA team were inspired by the codes of classic action films, offering a bold, immersive in-store experience that echoed the high-energy visuals of the advertising.

A dedicated toolkit was developed by our teams to ensure consistency and scalability across markets, while allowing flexibility for local execution.

The customer journey began with popcorn stands at store entrances, immediately immersing visitors in a movie theater atmosphere.

The environment was elevated by the use of custom-designed neon installations, developed exclusively for TAG Heuer, which brought energy and vibrancy to the retail spaces while remaining aligned with the brand’s refined, avant-garde aesthetic.

To drive engagement, stores featured a cinematic photocall setup, allowing customers to step “on set” and share their TAG Heuer moment on social media. A treasure hunt activation led guests on a dynamic exploration of the boutique, uncovering clues and key products while reinforcing the campaign narrative.

Families and younger audiences were engaged through custom-designed sticker books, adding a playful layer to the experience and encouraging return visits. In-store, visitors could personalize and take home their own TAG Heuer-branded cinema clapboard a memorable, shareable keepsake directly connected to the campaign’s storytelling.

This activation successfully merged campaign storytelling with an engaging in-store experience, creating emotional connection, driving footfall, and reinforcing TAG Heuer’s positioning at the intersection of luxury and performance, through the cinematic culture.