Swatch, one of the most famous watch brands in the world, wanted to launch its new collection: Colorcodes. A new line, developed to become popular at the wrists of youngsters.But how to achieve this when the client wants to invest less and less in conventional media and looks for new ways to address the consumer? The answer: creating a new communication platform, right at the most obvious place for a watch to be: the consumers’ wrists.Swatch Wristbands.

Simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches.

The idea was put in practice in the best parties and nightclubs in Brazil and ended up in one of the most popular events in the world: Rio de Janeiro’s carnival.Thousands of people, including celebrities, opinion leaders and VIPs, became spokespeople for the brand. The impact of the action generated buzz in social networks and huge spontaneous exposition in mass media.

Soon after the action took place, the new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil.

Simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches.

The Swatch Wristbands The idea was put in practice in the best parties and nightclubs.The project then expanded and reached one of the most popular events in the world: Rio de Janeiro’s carnival.From the initial parties to the Carnival, the action took 4 months.

In less than a month, the wristbands were on the wrists of thousands of people, opinion leaders, blogs, Orkut pages, Facebook and magazines specialized in covering events.

During carnival in Rio de Janeiro, thousands of VIPs and many celebrities became spokespeople for the brand.

An investment of US$ 4,000 generated over US$ 1.224.000 in spontaneous media in leading magazines, internet portals and even in the country’s most important TV network.The new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil.

The results were so positive that the new media became a worldwide communication platform for Swatch and is being replicated in events such as the World Beach Volleyball Circuit.