As part of a major new "I AM" brand direction, American Swiss launched a broad campaign which spanned across numerous channels including TV, radio, print and, of course, digital.

Techsys built the highly successful iamericanswiss.co.za micro-site, which functioned as the focal point of the campaign. Visitors were encouraged to sign-up as either a contestant or a promoter. Contestants were required to create a profile, whereby they could express their own individuality by uploading photo's, as well as providing information about themselves. Contestants would either link to existing promoters, or invite their friends to promote their profile, in hopes of winning the grand prize.

The campaign site featured innovative use of numerous social media channels such as Facebook, Twitter, Digg, Stumble Upon and email. This enabled contestants to promote their profiles or for promoters to promote their contestants profiles.

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