1. Swatch!
Creative Strategy!
Nailya Maxyutova & Julia Heavey!
CM417 A1 Edward Boches!
November 2013!

2. Background!
Swatch is an original brand of a!ordable, Swiss made,
plastic watches."
•
"
•
•
•
"Swatch" is a contraction of "Second Watch" – a new
concept of watches as casual, fun, and relatively
disposable accessories. "
Inspired by fashion statements and pop-culture icons."
They feature witty, outlandish designs that use intense
colors and are youthful, provocative, stylish, and
unpredictable"

3. Challenge Encountered!
Many consumers are currently unaware that the brand can adapt to
rapidly changing fashion. "
"
The brand faces competition from both digital and accessory watches. "
"
Multifunctional devices like phones or tablets replace the main function of
traditional watches. Introduction of smart watches threatens the market
situation even more. "
"

4. Target Audience!
! Young students or professionals, aged 18-25"
! Urban, youthful, provocative, stylish, adventurous and
passionate"
! Trend setters: enjoy novelty"
! Creators of culture around them "
! Possess di!erent passions and interests"

5. Sam!
! 23 years old, moved to
New York City"
! Plays in music band "
! Follows fashion bloggers
on Pinterest "
! Prefers dining out to
cooking"
! Hobbies"
◆ Traveling"
◆ Exploring night life"

6. Sara!
! 22 years old"
! Lives in LA"
! Writes blog about
traveling, fashion and
food "
! Likes thrift-shopping"
! Enjoys sharing her
experience on various
social networks"

7. Core Message!
• Match your style to your mood. "
• Swatch is the best choice of watch brand for customers who seek
quality purchases and who value versatility in their style. "
• Swatch’s brand personality and quality make it a fashionable product
that can be personalized."

8. Ideas Explored#
Direction 1

9. Ideas Explored"
Direction 2"

10. Ideas Explored"
Direction 3"

11. Final Recommendation: TV!
http://www.youtube.com/watch?v=KAGNfluA15Q&feature=youtu.be

12. Body Copy: TV!
Reinvent yourself"
Your lifestyle,"
Your look today,"
Your look tomorrow."
"
Tomorrow’s outlook results from today’s opportunities."
Use every moment to demonstrate your uniqueness. "
Seize the moment with watches designed to reinvent.!
Swatch. !

13. Final Recommendation: TV!

14. Body Copy: TV!
Evolve your look"
Every day "
From day"
To night"
From casual"
To classy"
To chic."
You can have it all with watches designed to evolve. "
Catch your moment. Swatch. !
"
"

15. Final Recommendation: Print!

16. Final Recommendation: Print!

17. In-Store!
Kiosks would be installed in Swatch retail stores, inviting
customers to use an interactive app to upload their
pictures and match watch models to their personal
styles. "
"
Final look will be superimposed into digital ad.
Participants will have the option to submit their look for
the chance to be on Swatch’s next TV commercial as
well as discounts towards future purchases for
participating. "
"
Best top 20 looks, broken down by 10 guys, 10 girls, will
appear in TV spot and winners will receive a free watch
of their choice. "

18. Thank you!!