WATCH WRISTBANDS for Swatch

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WATCH WRISTBANDS

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market Brazil
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: SWATCH DO BRASIL CLAC IMPORTAÇÃO
Product/Service: SWATCH COLOURCODES
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

Summary of the Campaign
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 Wristbands. Simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches. The idea was put in practice in the best parties and nightclubs in Brazil and ended up in one of the most popular events in the world: Rio de Janeiro’s carnival. Thousands of people, including celebrities, opinion leaders and VIPs, became spokespeople for the brand. The impact of the action generated buzz in social networks and huge spontaneous exposition in mass media. Soon after the action took place, the new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil.

The Goal
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. 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? How to get celebrities and opinion leaders into the campaign without a sufficient budget to do so?

Results
In less than a month, the wristbands were on the wrists of thousands of people, opinion leaders, blogs, Orkut pages, Facebook and magazines specialized 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 sought 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.

Execution
Simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches. The Swatch Wristbands The idea was put in practice in the best parties and nightclubs. The project then expanded and reached one of the most popular events in the world: Rio de Janeiro’s carnival. From the initial parties to the Carnival, the action took 4 months.

The Situation
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. The brand had always enjoyed associating its products with opinion leaders, but due to last year’s crisis, there was no budget for this.

The Strategy
A new communication platform was created at the most obvious place for a watch to be: the consumers’ wrists. Organizers of the greatest parties and nightclub owners, in partnership with Swatch, changed the wristbands they used to control their guests by wristbands in the shape of the new Colorcode collection by Swatch. 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. Thousands of people, including celebrities, opinion leaders and VIPs, became spokespeople for the brand. The impact of the action generated buzz in social networks and a huge spontaneous exposition in mass media.