This was tricky as the key benefits of the new products were under tight wraps. All we really knew was that the new phone had a leather back and that the watch connects to it a little. We needed to keep our concept broad yet persuasive to act now. We ended up doing a first-of-its-kind leatherette magazine print ad and we installed a giant watch in the airport with the connecting times of people's flights – this was a very handy way of catching people and proving the benefits of the phone and [almost] smart watch.
