With the release of the new ‘Zebra Watch’ - Swatch wanted to increase consumer engagement with an all encompassing event to activate their product launch.
CI delivered a unified one day guerilla marketing campaign across Three cities, combined with online social media interaction to launch the Zebra Watch. April 1st 2011, Swatch Zebra Day, delivered a Flash Mob event that was truly European in flavour. Spanning three cities, London, Madrid and Zurich, all caught the Zebra fever!
Supplied with a safari map, 150 zebra morph suit clad participants hunted down the big five - Rhino, Lion, Buffalo, Cheetah and Elephant. Zebras canny enough to catch any of the big five were awarded with a Swatch Zebra Watch. The flash mob drove widespread exposure for the brand across the three cities, increasing consumer interaction and boosting footfall to Swatch stores.
Going digital, the Swatch Zebra campaign was run in parallel with online engagement across several social media platforms. Facebook provided event information as well as a talking hotspot for consumers - whilst YouTube took the events coverage viral. This two fold mechanic made Swatch Zebra Day a truly all encompassing experience.
“Working with Corporate Innovations to develop the idea for a challenging but exciting marketing stunt (Flash Mob) throughout various cities in Europe for ‘Swatch’ was an exciting, frightening at times but exhilarating event they gave us the confidence to deliver this global activity with just a two week lead time. Their detailed logistics, use of social media and physical delivery was exceptional and despite the complicated license requirements in Switzerland, Spain and England, Corporate Innovations provided the glue that held the project together and enabled “Swatch” to introduce another great brand to the world” CEO and Founder, Round Table