Cygnus Communications executes brand connect activity for Swatch from 7th to 9th December at Comic-Con, Delhi .
The brief demanded engagement with the audience that has high recall and showcase Swatch’s Fall Winter 2018 collection. Cygnus Communications created a gaming booth with ‘simulated drone racing’ accentuated by a live drone carrying the Swatch flag. Gaming is something imperative at Comic Con and with Swatch involved in sports globally it made more sense to take this route.
Ms. Anushree Bose, Marketing & PR Head Swatch, say’s “for us emphasis was on location, quality and ambience, brand resonance, on ground engagement and product display. All these keeping in mind that 'drone' message is the most valuable ingredient in all the on-ground communication conveying the ‘spirit’ of Fun.” It was after multiple attempts, the agency arrived at a set-up design which had an immediate brand recall and drone association at the same time.
The agency worked closely with the client and designed the arena in two zones – Gaming Zone and Display Zone. Visitors were encouraged to register for the drone racing. Once on board the visitors were given a tour of the latest Swatch collection. The gaming champs at each gaming station gave a quick download about the simulated game to the participants. Participant with shortest time span in finishing the game got a Swatch watch every day.
Speaking about the engagement activity, Gurmeet Singh, Managing Director, Cygnus Communications says, ‘’Since the entire engagement was based on technology that had gaming plus a flying drone and there was also a celebrity visit to take place; we had to be sure that we are well planned and that is what we did. We detailed out every aspect of execution, did the designs for look and feel so that the audience gets intended message and recall.”
Apart from this Swatch’s brand friend Ms.Yami Gautam graced the event with her presence and addressed media and bloggers as well, this further highlighted the event impact. This event garnered about 1200+ footfall across the three days and was generously covered by ,media as well. Sporting a watch from the new collection and echoing with the brand’s core elements, Yami Gautam stated, “I am honoured and extremely excited to associate with Swatch at the showcase of its latest ‘Fall-Winter’ 2018 collection that is inspired by fun colours and vibrant bold designs, today. Being a watch lover myself I have always looked up to Swatch as an important catalyst in bringing alive the design aesthetics. I feel ecstatic to be a part of the showcase of their new collection”.
From fans dressed as their favourite comic and movie characters, to national and international comic artists taking the stage, the Delhi Comic Con in its 8thedition celebrated all things quirky and pop-culture. Swatch’s presence at Comic Con is an expression of its dedication to being present at the right place and the right time to connect with younger millennial audience.
Over past few editions Comic Con has been pulling in lot of youngsters on its event platform which gave an opportunity to Swatch to connect with youthful audience. The event was organized from 7th to 9th December 2018 in Delhi and Swatch had chosen Cygnus Communications as its partner for on-ground engagement with the audience.
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