Swedish watch major Swatch Group is venturing into the outdoors medium in a big way to increase brand salience. As part of its OOH activities, Swatch is concentrating on kiosks in a big way and the brand has identified certain key cities where they will be putting up kiosks throughout the year.
At present, the kiosks of Swatch brand could be visible in cities like Delhi, Bangalore, Pune, Manali, Noida and Gurgaon, informed Jyoti Das, Brand Manager, Swatch India. As far as the other cities are concerned, Das said, “We will be expanding in Jaipur, Ahmedabad and Chennai as well this year.”
Elaborating on the objective behind the activity, Das explained, “These kiosks are put up in the most happening malls in the country. Shopping in malls is an emerging culture. The clientele of Swatch is youngsters between the age group of 15 and 25 years who frequent these malls. The objective is to be at the right place where our consumers come in.”
Explaining the core message that these kiosks conveyed, Das said, “The kiosks convey a positive provocation and peppy/sporty/ fashion nature of the Swatch brand.”
The Swatch Group would also be doing some promotions around the kiosks, informed Das.
Recognised the world over for its trendy and stylish watches, the Swatch Group has under its umbrella brands like Omega, Longines, Rado, Tissot and Breguet, and each of these brands have a distinct persona attached to them.