Case study: a talent search for Victorinox AG

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A collaboration that delivered a Return on Investment x16 with a media value of over £1.6m

Industry: Multi-offering premium lifestyle 

Territory: Global

Victorinox AG is the inventor of the design icon tool Swiss Army Knife. 

 

The brand diversified into fashion, travel gear, watches, fragrances, and professional chef knives, with a premium positioning and a debut flagship store on London’s Bond Street.

The Challenge

The brand dilemma was how to cross-market those very different products to the style-conscious, global urban consumer.

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The Solution
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Through Culture Marketing The Makers campaign targeted the artisan, handmade craft movement in key global capital cities during 2016.

 

A search that brought artistic talent into the brand. Artists were then briefed on the concept: create Swiss Army Knife-inspired pieces of work that capture the modernity of the multi-product brand offering. 

 

These collaborations made Victorinox AG relevant and desirable to discerning, influential target consumer groups.

This work delivers

• Creative talent collaboration by LA-based furniture maker, Stephen Kenn

 

• Global headhunt conducted for the right artisan to fit the brand DNA and express the brand core pillars authentically

 

• 3-piece collection of multi-functional, tool-inspired furniture, featuring a desk, free-standing drawers, chair

 

• Each piece of furniture was designed to morph into alternative uses; a coffee table, step ladder, and the drawers had four functions with a fully rotating centre, hand-crafted from sustainable materials

 

Do get in touch if you're interested in finding out what I might be able to do for your brand.