To promote the launch of the first digital Swatch, and the
watchmaker's invention of a new time system called ".beat", CIA
Medianetwork Hong Kong developed a multimedia strategy which had to
encompass the fact that the target audience (aged 15 to 45) was
relatively broad and consumed different media.
The time system, ".beat", essentially aimed to destroy the time barriers
between multi-market communities.
The system divided 24 hours into 1,000 units, allegedly allowing people
all over the world to adjust their schedules to the same ".beat".
The Swatch campaign therefore had to build its communication strategy on
four "pillars of strength": innovation, provocation, "forever" and
fun.
The creative strategy was to encourage people to look at time from a new
perspective, and ads carried a fresh, modern look without being
simplistically hi-tech.
The theme of "Live to a new beat" was reflected in the creative through
everyday life situations, such as playing, dancing, loving, working,
chatting and surfing.
A press campaign of small ads was initially deployed to kick off the
series a week prior to the actual launch, which took place in youth and
general magazines.
All print ads carried the ".beat" web page address to encourage readers
to download the programme from the Internet.
The message was further enhanced via editorial coverage in magazines,
and free banner ads on nominated media Web pages.
These banner ads, which were also placed on high-traffic search engines,
reinforced the credibility of Swatch as the timekeeper on the
Internet.
A time check campaign was carried out on radio, for which the stations
used the ".beat" system instead of the regular time clock.
According to CIA, this was an example of media adapting its content for
the brand being promoted.
Sunday, the mobile phone service provider, cooperated with Swatch to
devise a promotion in which all Sunday users received the time check as
".beat" via SMS on their handsets.
In summary, the creative and media executions reflected the brand values
of Swatch and the uniqueness of ".beat", enhancing the overall image of
Swatch.
The message of ".beat" related to the audience, without using hi-tech
explanations. The media campaign deployed simple channels which were
integral to the everyday lives of the audience, such as mobile phones
and radio.
According to the client, two weeks after the launch of the campaign,
four of the six models of its digital watch were sold out.
* This ongoing National Geographic Showcase series features selected
material from winners and other entries in the Best Use of Media
category in MEDIA's Agency of the Year Awards 1999.
