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Case Swatch

A sunny lounge domination campaign enabled Swatch to successfully put itself in the picture with millions of departing holidaymakers.

The perfect combination of entertainment and sales

Central to the campaign was a pop-up store, where visitors could photograph themselves balancing on a surfboard in front of an enormous wave. By sharing the photo on social media, they also stood a chance of winning a watch. The high entertainment component of this promotion proved hugely attractive to the passengers walking by. The promotion was supported by a broad spectrum of media executions, ranging from digital screens and large lightboxes in the duty-free area to an advertisement bearing special offers in the folder.

To create the campaign, Swatch worked closely not only with Schiphol Media, but also with the retailer Gassan Diamonds. This ‘trinity approach’ certainly bore fruit. As Gassan had a presence – with a cash desk – at the promotional location, watch-lovers could immediately purchase the model of their choice.

According to Paula Cleophas - Riewald (Marketing Manager for Swatch), the combination of entertainment and direct sales was: “An ideal platform for letting holidaymakers experience the idea that Swatch stands for fun, and that a Swatch is the perfect accessory for summer”.

Next Case

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Keukenhof is one of the best-known tourist attractions in the Netherlands, as well as being the showcase of the Dutch ornamental plant cultivation sector.

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