Y&R makes American Swiss rock

Y&R Cape Town's Gerrie Heyneke believes that the more original the medium, the greater the chance the promise has of reaching its audience: "The outdoor billboard, stories high and large enough for short, sharp messaging, serves brands well, in that commuters in traffic become a captive audience."

Outdoor billboards such as the American Swiss brand displayed on the N1 outside Canal Walk in Cape Town and on the main access road from Johannesburg International Airport serve predominantly as a brand-building medium, a space in which to amuse and remind consumers of the brand's presence.

"While initially billboards were a questionable medium for jewellery, they grant more freedom of creativity than a double page magazine ad, driving the message home and creating a bit of fun for the bored and cynical 9-5er," says Heyneke.

The point of these billboards is interactive communication, which invites and encourages comment, creating awareness of the brand and getting the public to explore its identity and form opinions of their own accord.

The American Swiss Billboards have over the last few months particularly, provoked such comment. With lines such as 'Well Hung,' 'Sorry Boys. Size Does Count,' 'Get Stoned,' 'Cross Dressing,' and 'Don't Steal Her Heart. Buy It,' the American Swiss brand pushes the envelope; its slightly controversial, tongue in cheek and undoubtedly sexy approach positioning it as glamorous, aspirational, independent and modern - a refreshing and exciting tone to adopt in the jewellery industry.

The general response to these irreverent, but lighthearted messages has been phenomenal. Consumers recall the lines with delight in focus groups, all agreeing that American Swiss is the cheeky, glamorous leader in South African jewelry retail.