I.N.O.X. Experience Campaign

Victorinox Swiss Army

Enigma Strategy & Branding used the Brand Strategy System in order to deploy the best campaign for the launch of Victorinox Swiss Army’s I.N.O.X. watch.

Ambition

With the launch of their new watch I.N.O.X., the Victorinox brand was aiming to make this new product a world renowned star. In order to do so, Enigma deployed an international campaign including over 30 countries and 10 different languages.

Action

Using the Brand Strategy System, a system similar to that of a set of conversion funnels, Enigma set up numerous tools enabling the shift from targeted prospect clients into potential consumers.

Through the creation of a responsive and multilingual website dedicated to the « watch » division of the brand, Enigma established the international foundation of the brand, and also made it the pillar of this marketing challenge.

The campaign took place in 3 stages :

  • the awareness phase launched throughout various digital plateformes
  • the organisation of a competition
  • the creation of several promotional coupons

In order to spread the word about the I.N.O.X. collection and watch, and to fuel the storytelling deployed prior to the campaign, Enigma imagined an innovative way to put forward the character of the watch via an online video player presenting the multiple resistance tests passed by this new product. For the launch, the campaign was developed on multiples plateformes : Facebook, Twitter and Google. The twitter trends for example, where hundreds of thousands of individuals used the #Victorinox hashtag, allowed an important expansion of I.N.O.X.’s growing visibility.

The launch of the competition in over 30 countries the following month, encouraged and confirmed this public engagement towards the brand and watch.

Finally, the promotional coupons, supported by a complex landing page, sealed the sales.

Results

Within 4 months of campaigning, I.N.O.X. became the star product of Victorinox Swiss Army Watches in terms of sales.

The competition reunited over 65 000 people to date. The video exceeded one million views in one month only, and the website gathered over 2.5 million users. All in all, the I.N.O.X. campaign actions generated over 3.3 million website sessions and twice as many page views.

Display of the INOX Experience website in responsive
Display of the website's usability
Display of the website on mobile phone
Display of watches on mobile phone
Contest website page on laptop
Promotional coupon for the INOX watch
Campaign banners and impacts
International campaign banners
Display of Facebook page on mobile phone
Display of a tweet in foreign language
Campaign's impacts

Credits

Campaign Manager Fiona Helle
Design Strategy Vincent Ghilione
Development Pierre Dumont, David Mignot, Lou Bielser, Torsten Demuth