GOING ECO-CONSCIENTIOUS
The video campaign that was released on Instagram just before Panerai officially kicked off its Shanghai Hub was wildly dramatic. Immense sea creatures leapt out toward the screen, a giant octopus’s tentacles whipped around, flailing as it attempted to reach for you. It was a surreal mix of myth, technology and drama that guests were invited to take part in. And prior to the event, the brand invited every guest to download its Radar app, promising an augmented discovery of its latest timepieces during the event.
The Hub was the first in a new communications plan that Panerai CEO Jean-Marc Pontroué has rolled out this year. It’s meant to connect Panerai more directly and intimately with its clients and partners, allowing the brand to express its ideas and vision to smaller groups of Panerai fans, rather than through the broad spectrum of online media. Several Hubs have been planned across the globe, spread out over Europe, America and Asia. Mr Pontroué explained that he called them ‘Hubs’ because of the idea that the gatherings
