Pixie Powered

Time flies when you’re marketing watches

Rising UK singing sensation Pixie Lott became the new face of Casio’s Baby G range of watches earlier this year.  Casio felt the 18-year-old songstress was a natural fit as a brand ambassador for Baby G – their  “toughest and prettiest” range of watches available. “With her contagious exuberance and her hip performance, she’s a perfect match for the music and fashion lovers of the Baby-G target group,” said Harald Schröder, General Division Manager Marketing of Casio Europe GmbH.

In order to celebrate the recent release of her debut album ‘Turn It Up’ Casio flew Pixie out to Berlin, on her own private Baby-G jet, for an exclusive gig, prior to returning to London for a second exclusive performance at the HMV Forum. The plane – emblazoned with Pixie Lott and Baby G branding – flew both the singer and a number of competition winners to both private gig locations. Winners were also given a limited edition Pixie Lott Baby G Casio watch.

The whole European album launch event was also streamed live online via the Baby-G website so other fans could experience the gigs as they happened.

“I had the pink Baby G when I was in primary school, so I’ve been wearing them for years. They’re really funky. I think they’re special because they’re so girly and fun,” said Pixie as she signed up as the brand’s new ambassador.

So What?:

Pixie Lott may be a relatively new face on the endorsement scene, but that will soon change. She has the soulfulness of both Amy Winehouse and Joss Stone – yet without any of the diva tantrums associated with those stars.  As a strong female role model, this was a natural pairing for Casio who are looking to align fashion conscious teens with the empowered attitude of her songs. The use of streaming technology meant that the exclusive nature of her gigs was actually viewed on a much broader scale, which widened the remit of the campaign (which could have easily focused solely on the competition winners and excluded other fans).  This particular Casio deal also managed to secure Pixie a brief moment of rock n roll excess – and PR grabbing headlines – by presenting her with her own private personalised jet. Using such a prominent symbol could potentially have overshadowed the Casio ‘watch’ association. However, due to prominent branding and the focus being more on Pixie herself, the plane fades into the background against the overall message of Baby-G being a fun and energetic lifestyle brand. This is a well-executed campaign with digital, live, and a competition mechanic nicely fused together.

“Sounds like a good first step for Casio, linking up with the hot young Pixie.  Nice integration touches with the money-can’t- buy private gigs, and the live streaming.  But the real test will be whether Casio  stick with it and sustain the relationship, and keep it fresh over time.”
Bruce Tweedie, Business Manager, Music Mill, Australia

http://www.baby-g.co.uk/

http://www.pixielott.com/live/