Time is what you make of it, and for Swatch, the sky is not the limit;
Only our dreams are. Even though the way we perceive the NASA changes from generation to generation, there is one thing that always remains the same: the space agency’s ability to stimulate people’s imagination and desire to explore the stars and new horizons. The brand’s newest collection taps into this sentiment, inspiring people to dream big, create their own unique universe and make the most of their time on earth.
Fueled by a passion for innovation, the Space Collection celebrates NASA and opens a new chapter in the development of Swatch’s BIOCERAMIC. With two-thirds ceramic and one-third biogenerated plastic, BIOCERAMIC has a velvety feel, as well as being extremely durable – the best of both worlds. Three of the five watches in the collection feature BIO-SOURCED material and are directly inspired by the spacesuits worn by NASAastronauts
Objective: Marketing activation and launch of the new Swatch space collection. In addition to the extra reach, the request was to bring as many people as possible to the 2 dedicated stores (Rome, Milan) and to encourage the purchase of the product. The campaign also included the use and promotion of a dedicated mini-game that could be used as an Instagram story filter.
Strategy: Influencers promoted the collection on Instagram and Twitch, the strategy was mainly divided into 4 phases:
– Awareness and promotion of the collection
– Promotion of the mini-game (Instagram story filter)
– Promotion of the dedicated in-store event
– Pushing product sales
The participation to the in-store event was higher than the most optimistic pre-campaign forecast, and access to the stores was optimally managed to comply with covid-related regulations. The community was guided to achieve an exceptional conversion rate by communicating the product’s features in a clear and detailed way.