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Far from a small line-item in a news roundup, the recent digital campaign by Swiss watchmaker Jaeger-LeCoutre at L.A.’s Fig Spectacular demonstrates the power of combining respect for history with the power of emerging technology to create experiences.
Image provided by KEVANI.
Switzerland-based watchmaker Jaeger-LeCoultre has leaned into digital out-of-home advertising using KEVANI’s Fig Spectacular DOOH site in Los Angeles, according to a video posted by KEVANI on Vimeo.
| Video provided by KEVANI. |
Founded in 1833 by Antoine LeCoultre, the Jaeger-LeCoultre strategy in this ad campaign juxtaposes history with cutting-edge technology by leveraging the power of digital advertising to reach rising generations.
For me, the dichotomy is redolent of a food tech summit I covered, where an executive for a well-known, centuries-old brand spoke about his company’s passion to embrace technology without sacrificing its historical values, saying “We like to say that we evolve, but we don’t change.”
Indeed, it’s the same principle I discussed last Fall with industry thought leader Michelle Montazieri, manager of digital signage at Legrand AV, when she brought up the famous story of how Estée Lauder used the emergence of social media to rejuvenate its brand for a whole new generation of consumers.
No matter what your industry and vertical, it is essential to learn how to lean into an ever-changing world rather than fearing it; similar to a recent feature we had with David Levin, CEO, and Sam Bufton, president/COO at Poppulo, on how success comes when we treat change not as a calamity but as an opportunity to fuel innovation, growth, and profit.
Similarly, I’ve covered the rise of AI along with hope and fears related to it in great depth recently, including a powerful conversation with Dr. Micah Shippee, director of education technology and solutions at Samsung, who argues we must use ChatGPT for good, rather than fearing or trying to ignore it. My personal evolving take on emerging technology, particularly AI, involves informed, cautious, ethical optimism; in any era, with any tech or industry/vertical, business success continues to belong to those who can engineer experiences.
It reminds me of my deep conversation with business leader and technologist Luke Hubbard about AI and how, with so many issues, the question is not the thing itself but how we use and develop that thing, whether it’s AI or some other emerging technology or tool (full video below for those interested).
As a creative and as a biz/tech expert, I’d say the same thing, and I think it holds true across industries, locations and eras: hope and fear are simply self-fulfilling prophecies. Further, as we saw in our Leicester Square story, a respect for history and tradition combined with agile use of emerging technologies to engineer experiences is the key to surviving and thriving the rapidly evolving business landscape.
And for me, that is the parable on display when a Swiss watchmaker founded in 1833 invests big in digital advertising, or when I see H&M using holograms in their NYC store — as new as these things feel, they reflect timeless principles. If we study and follow those principles, across our industries and verticals, from products to services alike, we have nothing to fear from emerging technologies, global challenges or changing times.
Luke Hubbard, CTO/co-founder at ScreenCloud, joining via videolink from Bangkok, Thailand, for a conversation with Daniel Brown, editor at Digital Signage Today. |
Related:
Persevere: How Soho Estates blended tradition, family values, digital signage in Leicester Square transformation | Digital Signage Today
Calling John Connor! Luke Hubbard shares how to understand, navigate, prosper during AI arms race (and more) | Pixel Pitch | Interviews | Digital Signage Today
Digital signage future is sustainable, accessible, metaverse-powered | Digital Signage Today
Don’t fear ChatGPT; instead, use it for good, argues education expert | Digital Signage Today
AI fears? Seeking success? Stop worrying, start engineering experiences | SOS: State of Signage | Digital Signage Today
Treating change as opportunity fuels innovation, growth, profit | Digital Signage Today
Daniel Brown is the editor of Digital Signage Today. He is an accomplished technology writer whose experience includes creating knowledge base content for a major university’s computing services department. His previous experience also includes IT project management, technical support and education. He can usually be found in a coffee shop near a large pile of books.
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