harry rosen creative campaign

Tamara Iacobucci Viki Gibbs Rayyan Aidi

INTRODUCTIONWhere do we go from here?

How to differentiate Harry Rosen from new competitors?

How to appeal to the Millennial male?

“There’s Only One Harry”

STATEMENT OF PROBLEM

How to change the millennial males perception of Harry Rosen, from their dad’s

suit store to a high end men’s retailer.

MARKET SITUATION ANALYSISPrivate Brand.12.1% market share.

MARKET SITUATION ANALYSIS

Increase of 0.5% in the last year.

Increase from 2014-2016 of 1%.

Higher Demand for premium menswear.

+ for Harry Rosen.

TARGET ANALYSIS

Males 25-40

JAMES – DAY IN THE MIND

TARGET’S VIEW

High End

Over Priced

Mature

Classic

FormalEvents

PartnerWedding

Spouse

COMMUNICATION OBJECTIVESTo drive online traffic by 10% to

harryrosen.com by October 1st amongst Millennial males to encourage repeat visit.

To change brand perception of Harry Rosen by 20% amongst Millennial males age 25-

40 who make $80K+.

To increase retail store traffic by 20% with the target consumer.

#HRmakeaflash

CORE BRAND VALUES

62 years of expertise.Canadian men’s specialty clothing

retailer.Quality and Timeless.Lifetime guarantee.

POSITIONING STATEMENT

Harry Rosen is a high-end, specialty clothing retailer that provides a style that is uniquely yours with a lifetime guarantee. Unlike Saks or Nordstrom, we specialize in men’s fashion and are

exclusively here for men.

KEY BENEFIT

You can make that outfit uniquely yours, only at Harry Rosen.

TONE & PERSONALITY

Sophisticated.Edgy.

Confident.Unique.

APPEAL STRATEGIES

Music & Bandwagon

Leveraging pop culture and current social trends.

CAMPAIGN THEME

#HRmakeaflash

WHAT SHOULD THE TARGET THINK?

Approachable.Relatable.

Edgy.Unique.Current.

IMC STRATEGIES

Experiential.PR.

Advertising.POP

MagazineSocial

Consumer Promotion.

EXPERIENTIAL

Time: 12:30PMPlace: 6 GTA LocationsEvent: • 30 sec. Mannequin Challenge (30

seconds)• FLASH MOB (10 minutes)

#HRmakeaflash

POP

MAGAZINE

SOCIAL

TIMELINEAugust 15th

• Private News Release

August 20th

• Experiential Event at 6 GTA locations• Consumer promo begins• Social

August 27th • Magazine

October 1st

• Consumer Promo ends

MEASURABILITY

Tamara Iacobucci Viki Gibbs Rayyan Aidi