Swatch: SWATCH NEW GENT

Credits & Description:

Category: Best Use of Branded Content

Advertiser: SWATCH

Product/Service: SWATCH

Date of First Appearance: Oct 1 2010

Entrant Company: ZENITH OPTIMEDIA WORLDWIDE, London, UNITED KINGDOM

Entry URL: http://www.swatch.com/zz_en/newgent/newgent_truecolours.entry-1.html

Vice President of Marketing: Roberto Costa (SWATCH)

Head of Media and Social Marketing: Agneta Gumaelius (SWATCH)

Advertising Project Leader: Florian Grützner (SWATCH)

Media Assistant: Selim Salame (SWATCH)

Project Leader Swatch TV: Sabina Perella (SWATCH)

Head of Internet: Bernd Riesterer (SWATCH)

Business Director: Frances MacCallum (ZENITHOPTIMEDIA)

Strategic Partnerships Director: Anna York (ZENITHOPTIMEDIA)

International Account Manager: Alex Royston (ZENITHOPTIMEDIA)

International Account Manager: Yannis Zachos (ZENITHOPTIMEDIA)

International Account Assistant: Jessica Bray (ZENITHOPTIMEDIA)

International Account Assistant: Harriet Wetzki (ZENITHOPTIMEDIA)

Partner: Joshua March (I-PLATFORM)

Chief Technology Officer: Dan Lester (I-PLATFORM)

Developer: Eamonn Gahan (I-PLATFORM)

Front End Developer: Darren Jones (I-PLATFORM)

Project Manager/Producer: Zaireen Iskandar (I-PLATFORM)

Design & Art Direction: Örn Ólason (THANK YOU)

Design & Art Direction: Esben Jørgensen (THANK YOU)

Design & Art Direction: Anders Frandsen (THANK YOU)

Media placement: Magazines - VICE,WAD,Interview,iD,L’Officiel,Sleek,Wallpaper,YOHO,1626,Afisha,Milk,Kinki,Fac - October 2010

Media placement: Magazines - Cleo,Gustav,Open,All Magazine,Elle Greece,Pulp,Tom,Vision,U Magazine - October 2010

Media placement: Online - Various Fashion - Swatch, Facebook, Yahoo, YouTube, Sleekmag.com, Sleek-Mag.com, Interview, Maison - October 2010

Media placement: Online - Various Fashion - Style.com, GQ.com, Condenast Digital Collection, I-D, Afisha.ru, Yupi.gr, Wallpa - October 2010

Media placement: Online - Various Fashion - Jalouse.fr, Yoho, 1626, VICE, Viceland AT, CH, ZA, BE, NL, ES, IT, GR, - October 2010

Media placement: Online - Various Fashion - VBS.tv AT, CH, ZA, BE, NL, ES, IT, GR, Vice Style AT, CH, ZA, BE, NL, ES, IT, GR - October 2010

Media placement: Online - BLOGS - Http://www.ilovebelgium.be/blog/swatch-True-Colours-By-Julien-Drapier-For-Wad/, - October 2010

Media placement: Online - BLOGS - Http://www.sleek-Mag.com/news/sleek-Interviews-Sonny-Vandevelde/ - October 2010

Media placement: Online - BLOGS - Http://dianepernet.typepad.com/diane/2010/11/diane-Pernet-Talks-Style-And-Colors - October 2010

Media placement: Online - BLOGS - Http://www.sleek-Mag.com/news/vote-For-Sleek-And-Diane-Pernet/ - October 2010



Insights, Strategy & the Idea

Mintel1 showed that adults under 25 are twice as likely as the rest of us to have rejected their watches and assigned timekeeping duties to their phones instead. Statistically, the person most likely to be wearing a watch right now is a 55 year old woman.



The challenge: SWATCH built its business on selling watches to a young, trendsetting audience and their commercial future depended on re-engaging this target.



Research showed that 16-30 adults are 10x more influenced by social recommendations (47%) and editorial (16%) than paid for advertising (4.5%) 2-3. We needed to take advantage of this hard-hitting ROI opportunity if we were going to revive sales.



Our solution was to convert this audience to SWATCH through engaging content and a social strategy which would work across multiple touch points.



Creative Execution

We recruited people who had both the attention and respect of trendsetters - the fashion editors.



These influential fashion commentators then competed for fan base kudos (votes, likes, shares, comments) by creating authentic editorial video and print content.



We developed a channel-neutral interactive hub which was accessible from 28 sites, allowing trendsetters to engage with the content (judging entries, uploading their photo and buying the watch) within their own environment.



Foregoing traditional media buying, we offered an exclusive contract to the publisher with the highest engagement, allowing the fan base to influence the final paycheque. This incentive inspired the publishers to play dirty, as editors recruited their allies – the fashion bloggers - to actively canvas for votes across social media and display ads.



The results were stunning - 144 editorial pages and 47 minutes of authentic film were produced.



Which proves that in fashion it’s about who, not what you know.



Results and Effectiveness

Trendsetters loved the video content with 11,458 views per hour for every day of the campaign across advertising and the interactive hub. That’s 22,000,000 views (+275% benchmark4)



The universal interactive hub received 485,649 visits and 53,832 qualified votes5.



But these standard metrics only tell part of the story. Led by fashion bloggers and publishers, the watch was endorsed across social media.



Through social engagements, the campaign reached 1,000,000 fashionistas. Facebook fans increased by 47% at cost of €0.04 per fan (benchmark € 2.006)



The SWATCH NEW GENT has exceeded sales expectations and is set to become a 2011 best seller.