The communication had to be engaging, interactive and visually stunning, make an impact across platforms and speak to audiences with differing relationships with art.

The campaign launched with on-air teasers, designed to create intrigue and introduce the brand. These broadcast across MTV channels in Europe, Asia and Latin America.

Teasers were followed by on-air ‘call to action’ spots inviting viewers to join the on-line creative community and upload work.

Visitors to swatchmtvplayground.com could also find tutorials, appreciate work in the gallery and enter competitions.

On-air web traffic and sustaining spots spoke to a wider audience, encouraging viewers to experience the work online.

On the ground events brought the campaign alive to a new audience.'Talk@Playground' shows, which featured interviews with artists and designers, ran on-air in editorial time and online.

Ultimately, a ‘Winner’s Work’ vignette showcased winning work from the Playground gallery, running both on-air and online.

Playground on-air promotional spots had a reach of 220,000,000 while Swatch’s brand spots had a reach of 84,000,000.

‘Talk@Playground’ shows reached over 27 million.

More than 50,000 artwork pieces were uploaded by visitors who joined the Playground community. 11,000 people attended on-the-ground events in Beijing, Shanghai, Tokyo, Seoul, Berlin, Athens, Luzern and Amsterdam.

44% of young adults considered Swatch as a creative and innovative brand, and intent of purchase rose 30% amongst MTV’s audience.

72% of the target audience felt their attitude towards art had changed as a result of the campaign.

The Swatch MTV Playground campaign continues into 2010.