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
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: Event and Field Marketing
Advertiser: SWATCH DO BRASIL CLAC IMPORTAÇÃO
Product/Service: 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: Rita Vilarim (Publicis Brasil)
Production: Marcelo Teixeira (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Media placement: Ambient Media/Wristband - Parties, Clubs, Nightclubs And Rio De Janeiro’s Carnival - 13 November 2009

Describe the objective of the promotion.
Motivate people to discover and wear the watches from Swatch’s new Colorcode collection.

Describe how the promotion developed from concept to implementation
How to use the consumers’ wrists to divulge the new Swatch Colorcode watches? Answer: by creating a new communication platform. Swatch Wristbands First of all, simple party wristbands used to control guests in most parties throughout the world were transformed into wristbands shaped like the new Colorcode collection watches. The idea was put into practice in the best parties and nightclubs. Then the project reached one of the most famous events in the world: Rio de Janeiro’s Carnival. Thousands of people and countless celebrities were impacted and, at the same time, became spokespeople for the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results
In less than a month, the wristbands were on the wrists of thousands of opinion leaders and celebrities, blogs, Orkut, Facebook and specialised magazines. During carnival in Rio de Janeiro, thousands of VIPs and countless Brazilian and international artists naturally became Swatch’s spokespeople. An investment of US$4,000 generated over US$1.224.000 in spontaneous media in leading magazines, Internet portals and the country’s largest TV network. A few months after the campaign began, the new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil. The Swatch Wristbands project is now Swatch’s new worldwide communication platform.

Explain why the method of promotion was most relevant to the product or service
When simple party wristbands were transformed into wristbands shaped like watches from Swatch’s new Colorcode collection, the product was divulged in the most obvious place for a watch to be: the consumers’ wrist. Through the Swatch Wristbands, the action also achieved what every fashion brand desires: to see its brand spontaneously linked to celebrities, VIPs and opinion leaders.