TAG HEUER’S ICONIC LONDON STUNT WITH SKY BROWN - A MULTI-CHANNEL CAMPAIGN.

26.8 MILLION IMPRESSIONS ACROSS PAID AND SOCIAL

604% ROI

37 PIECES OF EDITORIAL COVERAGE

 

In the build-up to the 2024 Paris Olympics, Swiss luxury watch brand, TAG Heuer, wanted to deliver an impactful campaign that supported their youngest brand ambassador and Britain’s youngest Olympian, skateboarder Sky Brown. 

To deliver the campaign TAG Heuer teamed up with WING, our specialist sport and branded content production agency, to produce a stunt that blended London, adrenaline and a world-first: a competition-sized vert ramp made from double-decker buses, floating on a barge in front of Tower Bridge. 

The Brief

Three months out from Sky Brown’s Olympic appearance in Paris, TAG Heuer sought to showcase her skateboarding prowess whilst also reinforcing their position as an avant-garde brand; one that embodies the same style and skill as Sky.

Therefore, WING’s brief was to:

  • Deliver a highly visual, unexpected, and iconic stunt in London
  • Feature Global Brand Ambassador Sky Brown in a fresh and exhilarating way
  • Generate press and social media hype
  • Amplify brand impact 

 

A Half-Pipe on the Thames

During the creative ideation for the campaign, WING found an interesting coincidence: the height of a double-decker bus is the same as a standard skateboarding vert ramp.

From there, the direction of the campaign came to life and WING created the first skate stunt of its kind - a half pipe supported by two double-decker buses, floating on a barge down the Thames in front of Tower Bridge. If you ask us, it can’t really get more London than that.

 

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Execution

Every element of the shoot, from the location, to the branding on the side of the buses and ramp, were selected to deliver maximum impact across all content formats.

This left Sky Brown, adorned with the TAG Heuer Aquaracer watch, to effortlessly perform a range of tricks including her renowned favourite, the Japan Air, where the skater pulls the board up behind their back, whilst flying high above the half-pipe.

 

Results

The campaign launched with a hero film and a series of stills posted on TAG Heuer’s social platforms, including Instagram, Facebook, TikTok, YouTube and X. 

It smashed its performance targets across every channel, combining mass reach with deep engagement:

 

IMPRESSIONS

26.8 million impressions across paid and organic social media on TAG Heuer channels.

EDITORIAL

37 pieces of editorial coverage, including online, print and social.

REACH

820 million reached through earned editorial placements.

FEATURE

Same-day feature on BBC London, reaching 4 million unique users.

RETURN ON INVESTMENT

604% return on investment.

TOTAL REACH

842.1 million total reach across Earned, Organic and Paid media.

Following the campaign, TAG Heuer donated the half-pipe to Flo Skatepark in Nottingham – a charity-run facility that aims to inspire locals to get into skateboarding and provides a Talent Pathway Hub to support young sportspeople.

WING took the brief and blew it out the water, or more literally floated it on a world-first skate ramp. By leveraging their creativity, they both exceeded the campaign objectives and created a viral moment that spotlighted both TAG Heuer and Sky Brown in the lead-up to the Paris 2024 Olympics.