Rolex’s AO 2017 It Doesn’t Just Tell time, It tells Historyad is being reported in the news in order to inform the audience about theAustralian Open Tennis Championship 2017 while exhibiting Rolex’s partnershipwith Wimbledon tennis tournaments (Reyes, 2017). The 2017 Australian Openrepresented the 105th edition of the tournament in Melbourne Park,Australia (Gomez, 2016). This was the 1st Grand Slam tournament ofthe year, representing one of the most important tennis events in 2017 (Hodges,2017). The choice of this event bears a lot of significance from the marketingpoint of view, since AO represents one of the most important global tennisevents in 2017, having a high visibility and exposure among consumers.
Usingthis exposure, Rolex wisely incorporated three main marketing strategies suchas market segmentation,celebrity endorsement, and sponsorship throughout its advertising to create acompelling ad, maintain an exclusive brand image, and build upon itsinternational recognition (Fill, 109). advertises the luxurybrand while emphasising Rolex as being the Official Timekeeper of the Wimbledonchampionships. (Glidden, 2013) The ad begins with a close-up view of thebrand’s distinguishable element, the Crown logo followed by a montage ofprofessional tennis players, such as Roger Federer and Angelique Kerber,competing against their rivals. Furthermore, the commercial shows montages ofpast tennis championship tournaments alluding that the Rolex luxury brand hasbeen evolving as successfully as the performance of the representative athletes.
The commercial finishes with a close-up shot of the Rolex watch with an imageof Roger Federer seen through the watch screen.The most prominent strategy appliedby Rolex is market segmentation. The concept of market segmentation “consistsof viewing a heterogeneous market as a number of homogeneous markets inresponse to differing product preferences among important market segments” (McStay,2011, p.129) Marketing segmentation is not only considered a fundamentalconcept of marketing but also “the panacea of modern marketing” (Spotts, 2014,p.
190) The concept was first introduced by Wendell R. Smith in 1956 and hashelped businesses group consumers in several segments based on their buyingpatterns and needs (Spotts, 2014, p.190).
In this regard, Rolex focuses on a nichemarket, selecting their consumers based on demographics, specifically incomelevels (Bhasin, 2017).The demographicelement pertains to the fact that Rolex appeals to middle age individuals withpurchasing power willing to invest financially in a Rolex product, whichreflects prestige and affluence. (Keller, p.315- 319) It is not accidental thefact that the logo consists of a crown, a symbol of supremacy and exclusivity. Thiscan be observed in the commercial from the presence of international expensiveevents and presence of prominent players associated with the brand. (Keller,p.315- 319) Such events bear significance primarily to wealthy individuals,given the high pricing ticket policy of the tennis event. (Ausopen, 2017) Thisis reflected also in the fact that Rolex watches are found only in selectedupper-income retailers.
(Bhasin, 2017) In addition, the high prices of Rolex watchesconnote the brand’s high quality thus reinforcing the image of “a symbolicallydefined product by giving it prestige status in the eyes of consumer” (Leighand Gabel, 1992, p.35) Hence, wealthy consumers as well as the upwardly mobilepersons also known as the “nouveau-riche” will attend high price events andpurchase the luxury watches due to their capability and willingness to beincluded in selective social events. (Leigh and Gabel, 1992, p.31)Moreover,consumers are motivated to purchase a Rolex watch for the representation it hasto them and for the associations linked to the brand. (Leigh and Gabel, 1992) Knownfor its premium materials, high prices, and the events it sponsors, individualswho own a Rolex watch are considered to belong to prestige class. Those thataspire to be part of the high class social group will therefore purchase Rolexas they believe the product’s associations are “a prerequisite for theirsuccessful role performance”. (Leigh andGabel, 1992, p.
30) In order to create those associations in the minds ofconsumers and maintain an exclusive brand image, Rolex uses another marketingstrategy known as celebrity endorsement. The celebrityendorsement strategy within advertising is using celebrities in order to gainattention, build credibility and shape consumers’ perception of a brand. (Keller,p. 278) Therefore, consumers will make connections between the brand and thecelebrities endorsed based on their knowledge of the celebrities. Additionally,the strategy attempts to emphasise the symbolic attributes and benefits of theRolex watch “Possession of the endorsed product signifies something in commonwith the celebrity” (Leigh and Gabel, 1992, p.35) The celebrity endorsers forthe Rolex luxury brand are selected based on their performance.
They are knownas “ambassadors” and are considered top athletes that strive for excellence. (Keller,p.317)One ofthe top athletes used in the Rolex’s AO 2017 It Doesn’t Just Tell time, It tells History commercial is thewell-known tennis player, Roger Federer, who became a Rolex Testimonee in 2001.(Hodges, 2017) Known for his tennis achievements Rolex sponsors him for thequalities he displays such as: endurance, sporting excellence and achievement.
(Keller,p.315-321) Those qualities that Federer personifies, further allude to the functionalperformance of a Rolex watch. (Keller, p.315-321). Furthermore, Roger Federerhas stated in an interview Rolex’s support upon his performance “Rolex hasalways been like a family. It’s really motivating for me when I step on thecourt, knowing that Rolex is behind me every step of the way.
” (Reyes, 2017) HighlightingRolex contribution towards Federer’s success throughout the years, alludes tothe loyalty of the brand and highlights that the brand has helped Federerachieve his victories.