brandez-vous for maybelline new york (brandstorm 2009)
DESCRIPTION
Presentation of brandez-vous team (Dusan Murco, Martin Slechta and Jan Eisenmann) for the Brandstorm marketing competition by L'Oreal. 300+ MAYBELLINE NEW YORK FANS CAN'T BE WRONG (...damned!:))TRANSCRIPT
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DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN
WE COULD…
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…PLAY WITH IDEAS…
NOT TO LEVERAGE.TO BUILD.
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55 seconds
Chanel No. 5 just sells another bottle of the most selling perfume on the world
M FOR MARKET
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M » ANALYSIS
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$30.5 bn +3% p. a. 88% WENA+EEIAWomen » Man 10 = 50% CK/DKNY/M B L∙ ∙
M » CONSUMER
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They are worldwideThey use 2+ perfume They use it dailyThey often carry it in handbag (it needs to be
small)It is something very personal for them
M » SWOT
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S FOR STRATEGY
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S » KEY POINTS
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Female fragranceTargeted mainly to current
Maybelline New York usersKeeping the current positioning
S » GREATEST
ASSET
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GIRLS – FANS – AMBASSADORS
R FOR RESEARCH
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R » CO-CREATION
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Mabel’s Perfume= social networking panel of
300+ Mabelline New York fans
- GIRLS
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FICTIVE PERSON WITH REAL WORLD IMPACT
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REAL FRIENDSHIP – NO LABORATORY RATS ANYMORE
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THEY EVEN CELEBRATED OUR FICTIVE BIRTHDAY!!!
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TALKING ABOUT GIRLS’ THINGS…
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GROUP FOR GIRLS WHO WANTED TO COLLABORATE
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!! “LIFE ETHNOGRAPHY” – NEWS FEED !!
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ONE-TO-ONE FRIENDLY INFORMAL COMMUNICATION
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CHAT – INFORMAL CONVERSATION IN REAL TIME
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Yous
Sandra
Merti
R » QUESTIONARY
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Collecting ideasWatching the girls point of view
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R » RESULTS
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They are worldwideThey use 2+ perfume They use it dailyThey often carry it in handbag (it needs to be
small)It is something very personal for them
R » SEMIOTICS
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The real meaning of the brand
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VS.
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B FOR BRAND
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B » A MIRROR
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COMPANY BRAND | CONSUMER PEOPLE
Products C U L T U R E Needs
Services = a mirror imagebetween brandand consumer
Desires
B » BEYOND NAME
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Maybelline [’mei-bi,lin]Older sister (friend) who always gives advice, shows new horizons and help us get there, yet not too old for fun
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BRAND MOLECULESex and the City
Mabel & T.L.
Williams’
storyEducative
older sister-like
New York
Girls having
funPartiesMaybe she was born with
it
Christy Turlington
story
B » RECAP
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Brand meaning: it helps them get there.WTF?: help girls get to New York in both tangible and intangible meaning.
B » RECAP
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→ PROCESS, NOT A STATE.
C FOR CONCEPT
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C » CORE STORY
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Focus on the brand meaning.Unfold the idea.
C » CORE STORY
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They’re searching for where
they are heading in their life.
→ THE PROCESS
C » OUR CONCEPT:MESSAGE IN THE
BOTTLE © brandez-vous | May 13, 2009 | slide 44
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C » MESSAGEinBOTTLE
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The process.Heading somewhere.MAYBE it will get there…
→ THE POWER OF MAYBE
C » MAYBE
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Maybe means there are opportunities.
It is possible to do and reach what I want.
C » MAYBE
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We made them hold the destiny in their hands.
C » MAYBE
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The message is about them. So it has to be special.
Because they are special.
Fuel: emotions → use metaphor
C » MAYBE
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THREE VERSIONS:Gurlies52nd FLOORLEISURE
C » GURLIES
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Heading for a disco…Strong, sweet scents
Fun • Pop-culture • Disco Lolipop • Discoball • City Rush Party
C » 52nd FLOOR
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Heading for high positionGlam-elegant scents
Ambition • Sophistication Knowledge • Little things Skyscrpares
C » Leisure
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Heading for peace in lifeFresh smell of ground after the rain
Oasis • Central Park • Time for myself • Maturity
C » PRINTS
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D FOR DETAILS
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D » Price
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$ 19 30ml/1.02 oz$ 24 50ml/1.7 oz$ 39 100ml/3.4 oz
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D » DistrubutionLuxury perfumery Mass market
20% 80%
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SEX WITHOUT LOVE IS LIKE A WOMAN WITH CHEAP PERFUME
P FOR PROMO
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MEDIAMIX TIMELINE
DM
PR
PRINTS
IN STORE ACTIVITIES
SHORT FILM TV AD
LAUNCH
WEB - MICROSITE
WEB - SOCIAL NETW
MOBILE APP
IN STORE TEASING
Q4Q3Q2Q1Q4Q3Q2Q1ACTIVITY
20112010
IN-STORE TEASING
SHORT FILM TV AD
Girls from around the world speaking their messages in the bottle
MOBILE CAMPAIGN
WEB MICROSITE
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300+ MAYBELLINE NEW YORK GIRLS CAN’T BE WRONG
THANK YOU FOR YOUR ATTENTION
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brandez-vous teamDUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN