Effort: "Swiss Army Equipped Tour."
Agency: Mullen, Wenham, Mass.
Twist: To build brand awareness among active consumers, Swiss Army recently conducted its first-ever mobile marketing effort with two vehicles brandishing a giant Swiss Army knife. The tour showcased Victorinox knives, lifestyle tools and travel gear, as well as Swiss Army watches and sunglasses. It also sought "ordinary people doing extraordinary things" as contenders for the "Swiss Army Equipped" awards. National Geographic Adventure and Outward Bound were partners in the effort.
Vital statistics: The Swiss Army Brands tour crossed the country from April through December. Local radio and outdoor advertising heralded the tour's arrival in urban centers. Prizes and giveaways were included at tour sites. Plans call to hit the road again this spring.