Viceroy is a famous brand of watches in Spain that has been using the same claim for more than ten years: “It’s not what I have. It’s what I am”. So they asked us for a campaign to appeal their brand to younger demographic and in a moment of economical crisis (+50% of youth unemployment). Especially challenging, the fact that our target market was more concerned about getting a job than buying watches.
So to solve for this, we set out to create a service exchange platform based on this invented coin called Time Credit. People offer their services to earn Time Credits and use them to buy other participant’s services. Till this day, this is a real functioning social platform that continues to live and grow with more than 50,000 members at www.bancodeltiempoviceroy.com and where the most important thing still is “It’s not what you have. It’s what you are”.