Swatch & Metro

  • Client:
  • Brief:
    To launch Swatch's 'A la folie' watch
  • Skills:
    Creative Direction, Strategy, Concept, Design
  • Media:
    Social media, Press, Digital, facebook apps, experiential

The global economic meltdown and related stress, has affected us in more ways than you would expect. In fact, making time for each other, sometimes even showing our love and affection have become some of the first casualties of the crisis.

So this Valentine’s Day, we wanted to help everyone to get in the mood for love and romance and from January 25th we started a campaign to encourage people in France, Belgium, Holland, Spain and the UK to declare their love to their valentines, friends or even strangers.

And since love has ´sharing´written all over it, we decided to create a Social Media campaign (Twitter and Facebook) where people could use the hashtag ‘ #truelove’ to help them declare their love.

Then on Valentine’s Day, we sweetened their efforts by publishing the five most original ‘love declarations’ in Metro newspapers across Europe and presenting the twitter winners with a new purposely designed Swatch watch; the ‘A la Folie’. This watch displayed a clear heart shaped window in the dial, showing the mechanics inside, which added an extra meaning to the campaign’s tagline ‘True love has nothing to hide’.
Additionally we offered the top five most original tweets, the opportunity to win an extra £2,500 towards a travel voucher so they could whisk their Valentine to a romantic getaway.

The immediate results from our campaign were fantastic, more than 2 Million Swatch fans from all around the world from Taiwan and USA, to Argentina and Singapore took Swatch to their hearts declaring their love to their valentines on twitter, interacting and generating their own content in Facebook and other Social Media outlets.

Also in the first week of going live, Swatch quickly became the darling of the Social Media Power Rankings Index as featured in their article; ‘The Return of Swatch’ and pushed the brand ranking up more than 37% to position 62 of 30,000 leading global brands, during the two weeks before St Valentine’s day.

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