LAUNCH OF SWATCH NEXT & First bio CERAMIC
In April 2021, Swatch brought yet another bio-innovative material to the market: bioceramic. The brand contacted us again to continue our journey of launching their first ever bio-sourced watches together.
The new material was a first in the watch industry and marked yet another milestone on Swatch’s journey towards introducing more and more bio-innovative materials.
plus305 was in charge of the market analysis, positioning, storytelling, terminology, PR & communication strategies for different target groups. We also developed the key messages further and consulted Swatch on how to roll out the communication, including dramaturgic concept, SoMe teasing, NL Mailing, website, Swatch Club, cross-promotion via Swatch Proteam Athletes. etc. We also developed the target personas further and developed a creative script for the digital press event. We collaborated closely with the Global Markets Training Lead to create a cross-cultural training document for the store staff and managers in all the countries as well as the HQ. We also consulted them on their next steps for Swatch’s Corporate Social Innovation journey.
In addition, plus305 was responsible for introducing the new concept of SWATCH NEXT and finding common ground for the long-term communication under the Swatch Next umbrella (bio-sourced, bio-ceramic, further materials). Under the umbrella SWATCH NEXT, they are planning to have all key product lines (apart from Irony) feature watches made of a bio-innovative materials by the end of 2021.