TW Steel Launches ‘Every Second Counts’ Global Consumer Initiative 18.04.2012: With the 2012 Formula One Season underway, TW Steel – the lifestyle brand ‘Big In Oversized Watches’, has launched a brand

With the 2012 Formula One Season underway, TW Steel – the lifestyle brand ‘Big In Oversized Watches’, has launched a brand new global sales initiative to compliment its partnership with the Lotus F1 Team.


Enjoying the role of ‘Official Timing Partner’ to Lotus F1 Team since 2010, TW Steel is rolling out its ‘Every Second Counts’ campaign across many of its key territories to further promote the brand and its association with the squad and to engage consumers with experiences that bring them up-close and personal with the Lotus F1 Team.


At the heart of ‘Every Second Counts’ is the global first place prize, with two consumers from all of the participating territories, chosen at random, winning the opportunity to physically drive a Formula One race car.  This amazing opportunity comes courtesy of the team’s ground-breaking ‘iRace’ programme, hosted at Circuit Paul Ricard in the South of France in September. 


The ‘Every Second Counts’ winners will enjoy a full day of driving, starting in Formula Renault single-seaters, eventually building up to the highlight, an opportunity to drive an F1 car.


At a local level, a range of outstanding second place prizes exist for consumers purchasing their TW Steel watches and entering into the draw during the appropriate promotional period.  Several territories will be offering one lucky consumer and a guest, again chosen at random, a VIP trip to either the Italian Grand Prix, hosted in Monza, 7th-9th September, or the Singapore Grand Prix, hosted 21st-23rd September. 


Their trip will include a three-night stay for the Grand Prix and full VIP hospitality throughout their ‘Every Second Counts’ experience with the Lotus F1 Team.


As an alternative, other territories have opted to have as their second place prize, the opportunity to enjoy a ‘Lotus F1 Team Experience’ at the team’s headquarters in Great Britain, 13th-14th September. 


Visiting the Lotus F1 Team base in Enstone, the prize includes a kart challenge in the company of current team driver Romain Grosjean, a unique insight on the importance of timing during a Grand Prix weekend by a senior team member and then finally an exclusive private tour behind the scenes of the Lotus F1 Team Technical Centre.


Additional prizes across the participating territories include signed Lotus F1 Team driver mini-helmets, personally signed for each winner by 2012 drivers, Kimi Raikkonen or Romain Grosjean.


“We really wanted to come up with a global initiative to engage our consumers but also to serve as a high profile point of sale campaign,” stated Joost Rombout, Head of Global Marketing for TW Steel.


He continued; “We’ve been delighted with the uptake from our partners and their drive to really activate the ‘Every Second Counts’ programme.  Consumers are going to see some amazing point of sale branding in retail outlets and each territory will be utilizing a range of print, outdoor and online advertising to further support the initiative.  Ultimately it’s another fantastic opportunity to engage with consumers and highlight TW Steel’s partnership with the Lotus F1 Team.”


Confirmed participating countries include; Belize, Bulgaria, Canada, Colombia, Costa Rica, Cyprus, Denmark, El Salvador, Germany, Great Britain, Greece, Guatemala, Honduras, Hong Kong, Hungary, Malaysia, Mexico, Netherlands, Nicaragua, Panama, Portugal, South Africa, Thailand, Turkey and Venezuela – with additional territories expecting to confirm shortly.


The ‘Every Second Counts’ global sales initiative has started rolling out worldwide this month with many larger markets launching on 1st May – full competition dates, territory and prize information is available by logging on to: www.twsteel.com/everysecondcounts



- Stuart Morrison -  photo TW Steel