Swatch’s 2009 CreArt collection featured collaborations with world-renowned artists and designers, linking the brand to its 1980’s roots, whilst looking to the future.We were challenged to best communicate the CreArt Collection, raising awareness of art, making it relevant to MTV audiences and Swatch’s targeted consumers: young adults in Europe, Asia and Latin America who may not be aware of Swatch’s art heritage.

Research highlighted that MTV audiences felt passionate about art and that interactive multimedia art platforms increased the value of their experience.

The resulting strategy was 'Swatch MTV Playground'. This global campaign spanned 2009, living on-air, on-line and on the ground, by way of events and exhibitions. Its purpose: to spark a genuine interest in art amongst MTV audiences and to activate and empower emerging artists from around the world, providing a platform to showcase work and build a creative community.

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 on-line.

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 on-line.

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

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 high quality of art and content has ensured that Playground has become a vibrant community where audiences can interact and discuss art, in a very 'MTV kind of way'.

And the Swatch MTV Playground campaign continues into 2010.