HOW WE WEAR IT by ZenithOptimedia London for Swatch

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HOW WE WEAR IT

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market United Kingdom
Agency ZenithOptimedia London
Released February 2010

Credits & Description

Category: Best Use of Magazines
Advertiser: SWATCH
Product/Service: COLOUR CODES WATCHES
Date of First Appearance: Feb 15 2010 12:00AM
Entrant Company: ZENITHOPTIMEDIA INTERNATIONAL, London, UNITED KINGDOM
Client Services Director: Ian Manning (Zenith Optimedia International)
Head of Communications Planning: Michael Iskas (Zenith Optimedia International)
Account Director: Frances MacCallum (Zenith Optimedia International)
Digital Director: Deborah Harper (Zenith Optimedia International)
Account Manager: Anna York (Zenith Optimedia International)
Account Manger: Grashyna Jan Jurkiewicz (Zenith Optimedia International)
Marketing Vice President: Roberto Costa (Swatch)
Media Manager: Agnetta Gumaelius (Swatch)
Digital Manager: Berna Riesterer (Swatch)
Special Projects: Florion Gruetzner (Swatch)
Ad Agency: Rankin
: Magazine Credits (Wallpaper, V-Magazine, Another Magazine)
: Magazine Credits (Dazed & Confused, I-D, POP,1626, Yoho!, Nylon)
Media placement: Magazine - Wallpaper - 15/02/2010
Media placement: Magazine - V-Magazine - 15/02/2010
Media placement: Magazine - Dazed & Confused - 15/02/2010
Media placement: Magazine - POP - 15/02/2010
Media placement: Magazine - I-D Mag - 15/02/2010
Media placement: Magazine - Another Magazine - 15/02/2010
Media placement: Magazine - 1626 - 15/02/2010
Media placement: Magazine - Yoho! - 15/02/2010
Media placement: Magazine - Nylon - 15/02/2010

Results and Effectiveness
‘How We Wear It’ comes to a conclusion in June. However, even the first month (15 February - 15 March) results speak for themselves: For 30% of the ratecard media cost, the Colour Code trend was interpreted by edgy fashion bloggers and editors across 48 magazine pages. For no cost at all, the magazines have been lobbying for their entries across a total of 350,000 tweeter followers, 430,000 social network friends and 10,000,000 web site unique visitors. The concept has already delivered 5,000 fashion blog posts and 10,000 votes, while 110 Facebook users have created their own visual interpretations.

Creative Execution
We evaluated hundreds of niche magazines beyond their circulation, based on their brand’s overall: 1) Following (Facebook, Twitter, blogger affiliations, traffic) 2) Fame (online buzz surrounding their editorial teams) 3) Fit (chemistry between own brand and Swatch) The chosen 8 magazines were given the same production budget and were asked to use any creative resources (from top models to their favourite fashion bloggers) to express the Swatch ‘mix and match’ trend. The creative interpretation of the trend took the form of fashion editorials, blog posts, videos and digital advertising and was utilised by the titles across their pages, web sites, Twitter feeds, Facebook and fashion blogs to lobby for votes. While the prize for the winning title was becoming Swatch’s creative/advertising partner for AW 2010, we also allowed users to win the entire new range by uploading their own trend interpretation in the “How I Wear It” section.

Insights, Strategy & the Idea
Swatch’s objective was to re-launch its iconic 80s range not as another watch but as a fashion accessory that people can mix and match with other watches, clothes and accessories. Communications should change the perception of Swatch from a watch brand to a “disposable” fashion brand. For such a trend to have a chance, we had to influence the early adopting fashionista audience that pays little or no attention to traditional advertising. Instead they tend to draw their influences from opinion formers, mainly niche fashion editors and increasingly fashion bloggers. While media have been declaring the death of print titles, we treated niche fashion magazines as insightful creative partners and well connected marketing whisperers. The idea behind the “How We Wear It” concept was to approach niche publications not just as print titles, but as cutting edge creative agencies with their own network of influential friends and followers.