WRISTBANDS by Publicis Rio De Janeiro for Swatch

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WRISTBANDS

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market Brazil
Agency Publicis Rio De Janeiro
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Rodrigo Panucci
Copywriter Rodrigo Strozenberg, Gustavo Alves
Released November 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SWATCH DO BRASIL CLAC IMPORTAÇÃO
Product/Service: COLOUR CODES WATCHES
Agency: PUBLICIS BRASIL
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Copywriter: Gustavo Alves (Publicis Brasil)
Art Director: Rodrigo Panucci (Publicis Brasil)
Account Executive: Fernando Silva (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Production: Marcelo Teixeira (Publicis Brasil)
Media placement: Ambient Media/Wristband - Parties, Nightclubs And Rio De Janeiro Carnival - 13 November 2009

Results and Effectiveness
In less than a month, the wristbands were on the wrists of thousands of people, opinion leaders, blogs, Orkut pages, Facebook and magazines specialised in covering events. During carnival in Rio de Janeiro, thousands of VIPs and many celebrities became spokespeople for the brand. An investment of US$4,000 generated over US$1,224,000 in spontaneous media in leading magazines, Internet portals and even in the country’s most important TV network. The new Swatch Colorcodes collection became the third most looked-for item at Swatch shops in Brazil. The results were so positive that the new media became a worldwide communication platform for Swatch and is being replicated in events such as the World Beach Volleyball Circuit.

Creative Execution
Simple party wristbands were transformed into watches from the new Colorcode collection from Swatch. Organisers of the greatest parties and nightclub owners, in partnership with Swatch, changed the wristbands they used to control their guests by Swatch Wristbands. The events began to spread around the country and, during one of the world’s most popular events – Rio de Janeiro’s carnival – the same partnership was established in order to give access to the main guest area in the event. As a result, thousands of people, including celebrities, opinion leaders and VIPs, became spokespeople for the brand.

Insights, Strategy & the Idea
Swatch, one of the most famous watch brands in the world, wanted to launch its new collection: Colorcodes. A new line, developed to become popular at the wrists of youngsters. But how to achieve this when the client wants to invest less and less in conventional media and looks for new ways to address the consumer? The answer: creating a new communication platform; right at the most obvious place for a watch to be: the consumers’ wrists. Swatch Wirst Bands. Simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches.