15/04/2011
Swiss watch makers, The Swatch Group launched their New Gent collection in Singapore through Clear Channel’s bus shelter media. The collection, reminiscent of the good old classic Gent incorporates the popular Gent silhouette into a whole new collection with the incorporation of a bigger interface and a different design direction. The New Gent was launched last October; however the recent campaign launched by Swatch features the neon colour additions to the existing plethora of colour options.
The Swatch Group has established themselves as the world’s largest and most dynamic watch company in the world. The creative visual used on Clear Channel’s poster campaign is part of a World-wide campaign by Swatch to reinforce branding amidst promoting their new collection. Featuring the model’s face surrounded by the 12 lines representing the dial, the model’s outfit is shown as being complemented by the various colours of the New Gent collection. The recent launch of New Gent introduces choices including Pumpkin Rebel, Pink Rebel, Cobalt Rebel, and Turquoise Rebel which work their striking colours into making a fashion statement about your lifestyle. While 10 different visuals are currently used world-wide, Clear Channel shelters only carry 2 of the 10, which Swatch handpicked as easily identifiable with for Singaporeans.
Using Clear Channel’s Audience Solutions, a customised network was used to reach out to New Gent’s target audience including commuters around shopping centres as well as Swatch’s retail outlets as well as youths. Using Clear Channel Singapore’s 6-sheets, which measures a striking 1.8m x 1.2m, the vibrant visual will be out grabbing attention in April.
The entire campaign to launch the New Gent Collection spans over March – June, and is also out on Magazines, at MRT Stations.
Media Agency: Maxus