Creative / Promotional Plan

    The Swatch advertisements should reflect the idea of the individual and let the consumer know that Swatch is catering to their individual needs as an extreme sports participant or enthusiast. The advertisement should capture the consumer and make him or her feel apart of the action and associate this participation with the sport with participation in the Swatch brand.

    There were ten sports selected to target that allowed for specific target audiences to be reached, but also for some crossover audience with participants of sports closely related to the ones selected. Different advertisements were created for each of the different sports to be targeted. Each advertisement contains a large picture of an athlete participating in the targeted sport. All advertisements show the athlete in motion so that the consumer will identify with that particular move or trick that the advertisement is showing. For the pictures in the advertisements, we chose not to feature any of the celebrity athlete's within the particular sports so that picture would be anyone and the consumer could place himself or herself within the advertisement. This is the reason a set of stock photographs was chosen for all advertisements across the IMC campaign.

    A Swatch watch has been selected for each targeted sport so that consumers can identify it with that particular sport. The watch selected embodies the ideas and images behind each sport. The skateboarding, inline skating, BMX racing, and motocross watches are durable and have plastic faces on the watch so that the watch will not break, crack, or scratch when an athlete has the unfortunate circumstance of falling. The skiing, snowboarding, snowmobiling, wakeboarding, surfing, and windsurfing watches are all waterproof and durable to withstand the snow and surf that athletes deal with in these sports. All of the watches carry the Swatch quality of durability while still looking cool and having individual qualities.

    Being consistent with the feeling of individuality that is associated with Swatch, we chose the slogan "This Is My Time" for the campaign because it personalizes the idea of time to the individual. This slogan allows the consumer to feel like they have their own time that is unique to them, and this time can be measured on a Swatch watch. We connected this slogan to our target audience through our advertisements by adding text specifying an amount of time unique to each targeted sport. For example a skiing advertisement has text saying "Time touching the sky: 2.9 seconds". This time was measured using the skier's Swatch watch, and is also his or her personal and individual time. This links the unique time of an individual to the sport and to a Swatch watch specific for that sport. Through this link, we wanted to create the idea in the consumer's mind that Swatch is letting them have their own individual time, specific to them and their participation in their sport of choice. We feel this creates a positive relationship between Swatch and the consumer because the consumer will feel as if they are allowed to be themselves, and a Swatch watch is an expression of their individuality. The slogan also draws the consumer in because invites them to make their time personal through owning a Swatch watch, and to relate to the single individual in the photograph who also has his or her own personal time that is uniquely theirs. The slogan is also a statement saying that Swatch is how individuals, such as the target audience, tell their time. It does not offer the opportunity to choose Swatch, it states that Swatch has already decided to give individuals their own time. In this way it is as confident in its message as the athletes of the target audience are about their individuality.

    Across all ten targeted sports, the advertisement layout is the same. This same consistency holds from the print layout to the web and out-of-home advertisements. We felt that a consistent image and style across the whole IMC campaign was most effective so that consumers will always identify this layout with Swatch. This is important to establish a strong brand identity with the target audience and a strong presence in all ten of our target markets. Swatch brand must become consistent with the idea of individual, personal, and unique time in the minds of the consumers. Swatch must also reflect the values of quality and consistence to remain a reliable brand to consumers. For all of these reasons, we have created a simple advertisement that will be used in magazines, websites, billboards, and other out-of-home advertisements to communicate the Swatch image to the specific target markets.

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