Time For Us

Background: Fossil is a fashion accessory and watch brand with a mid-range price point and a focus on quality. Young people don’t wear traditional watches. What would make them use a watch instead of looking at their phone?

Challenge: Develop a PR-able idea that builds belief in Fossil as a brand that understands 18-24 year olds need to make time for what matters most to them. Create conversation, interest, and media attention for Fossil.

Insight: Our target audience overwhelmingly thinks they spend too much time on their phones and not enough time on themselves.

Idea: On International Self Care Day, help people curb their phone addiction and get a watch on their wrists by incentivizing them to delete or time limit their most addictive apps on their phones.