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What should you do if you have too much money: follow Cartier’s example

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A member of the Richemont group (Van Cleef, Piaget, Montblanc, Lange und Söhne, …), Cartier is already the world’s most famous jewelry brand and Chinese consumers’ overall favorite brand. As you may be aware luxury brands are overperforming all others industries in terms of profitability and have cash in excess.

What should you do in such a situation ? Why not producing a three-and-half-minute movie glorifying your brand and playing it on all channels after the evening news in 29 countries?

That’s what Cartier decided to do (it will cost the company between 5% and 10% of its overall communication budget!) and the result is amazing. The clip is called the Odyssey and premiered on TF1 on March 4th around 8:45pm (between the evening news and the prime time movie). With a myriad references to the Cartier universe, the movie starts at Le Grand Palais in Paris where the Cartier panther will start her journey across Russia, China and India. The movie cost 4 million Euros and took 2 years to complete, with the same techniques used for a Hollywood blockbuster.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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