Swatch unveils neon additions to Gent Collection

The creative visual featured on Clear Channel's media is part of a world-wide campaign by Swatch to reinforce its brand amidst promoting their new collection. The new colours, including Pumpkin Rebel, Pink Rebel, Cobalt Rebel and Turquoise Rebel, expand the variety of choices for consumers.

Clear Channel pointed out that a customised network was implemented to reach out to New Gents target audience such as commuters around shopping centres, Swatch's retail outlets and youths using its 'Audience solutions' concept. 'Audience solutions' is an insight-driven, audience-based approach that groups the 3,800 units of six-sheet sites in its inventory into strategic networks, based on the site locations' proximities to desired consumer environments.

Swatch noted that the collection incorporates the popular Gent silhouette into a whole new collection with the incorporation of a bigger interface and a different design direction.

The entire campaign to launch the New Gent collection spans four months from March to June and also includes print ads in magazines and Singapore's MRT stations.

Maxus is the media agency for the campaign.