Bulova celebrated its 150th anniversary alongside Beeyond

Beeyond executed a national DOOH campaign from coast to coast across the United States to mark Bulova's 150th anniversary. It was much more than just announcing an anniversary: the true challenge was building a brand presence that is sustained over time, capable of adapting to different markets, times of the year, and urban contexts without losing consistency or relevance.

The urban strategy

Beeyond designed a Digital Out Of Home strategy conceived from start to finish as an urban journey. It featured linked activations that accompanied the watch brand for four months, evolving with each city and demonstrating sophistication.

The campaign was deployed from east to west, with a presence in Miami, Houston, Dallas, Chicago, San Diego, Las Vegas, and Los Angeles, carefully selecting the most relevant spaces and formats for each market.

Execution and development

The execution was based on three key pillars:

• Localized creativity: Featuring pieces adapted to each city and the current collection.
• Creative flexibility: Incorporating special variations for key dates on the calendar, such as the Holidays.
• Strategic use of multiple device types: Combining spectacular formats, billboards, street furniture, and high-impact urban screens, always located at points of maximum visibility and traffic.

This approach allowed the campaign to remain active, current, and relevant throughout the entire period, celebrating Bulova's 150 years on the streets of the United States.

The result was a consistent and large-scale urban presence that strengthened the bond with its audiences and remained aligned with the values of innovation and style that have characterized the watch brand over time.