cartier assignment

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A5 1605 01/03/13

Koh

Pei Jun, Alvin

[email protected]

PSB Academ

Individual Communications Critique

Mr Jason Ho
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Koh Pei Jun, Alvin | 3154280

INDIVIDUAL COMMUNICATIONS CRITIQUE


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Contents

1.0 Description of Organisation .............................................................................................................. 4

2.0 Marketing Challenge ......................................................................................................................... 4

3.0 Communications Strategy ................................................................................................................. 53.1 Message .................................................................................................................................... 5

3.2 Source ....................................................................................................................................... 5

4.0 Creative Strategy ............................................................................................................................... 8

4.1 Execution ................................................................................................................................... 8

4.2 Appeals .................................................................................................................................... 10

5.0 Media Strategy ................................................................................................................................ 11

6.0 Recommendations and Conclusion................................................................................................. 12

List of References .................................................................................................................................. 13


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1.0 Description of Organisation

Founded in 1847 in Paris, France by Louis-Franois Cartier, who bought over his masters business,

Cartier was started and continued to be in family control until 1964. The company now functions as a

subsidiary of Switzerland based luxury goods company,Compagnie Financire Richemont SA (Cartier,

2013). In 1904, Cartier received its first royal warrant as official purveyor to King Edward VII of

England and was also simultaneously appointed as official purveyor to King Alfonso XIII of Spain

(Cartier, 2013). The iconic Love Bracelet was created in 1969 and remained popular to this day. In

2012, Cartier released its television debut with a short film to celebrate its illustrious 165 year heritage.

The three and a half minute film,LOdysseecould be seen on primetime television networks and onthe internet (Lamb, 2012).

2.0 Marketing ChallengeAs one of the most highly regarded luxury jewellers and known as the king of jewelers and jeweler

of kings (Menkes, 2006), Luxury brands like Cartier derives a large proportion of its desirability from

its aspirational consumers (Socha, 2010). Though these consumers may not always have the means

to purchase, they will save up and strive to purchase these luxury goods in future. Furthermore, they

help to establish the exclusivity of the brand and help maintain its brand image (Canon, 2011).

However, by opening up the brands communication channels to include television and the internet

poses the challenge of maintaining the fragile equilibrium ofthe brands exclusiveness while being

facing unprecedented high exposure that the brand has never explored from the mainstream media

(Okonkwo, 2009). Deviating from usual communication channels such as magazines to television and

internet media is relatively new to the luxury goods industry; brands like Prada and Versace only

launched their corporate websites in 2007 and 2005 respectively (Okonkwo, 2009). Luxury brands

with existing websites are simplistic and lacking in functions. The About Us page is only present in

46% of all the websites surveyed (Riley & Lacroix, 2003). As the Internet has become an

indispensable tool of communication for businesses today (Okonkwo, 2009), Cartier faces the

challenge of communicating in a way that suits the tastes of the internet community to attract

newer aspirational customers while maintaining the essence of luxury that is the core of the brand.
http://en.wikipedia.org/wiki/Richemonthttp://en.wikipedia.org/wiki/Richemonthttp://en.wikipedia.org/wiki/Richemont


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3.0 Communications Strategy

3.1 Message

The LOdyssee short film portrays a beautiful piece of jewellery in the shape of a panther encrusted

with diamonds and sapphires break free and transforms into a real panther. It embarks on a journey

through a series of breath-taking landscapes while pieces of Cartiers iconic jewellery such as the

Love Bracelet, trinity ring and the Santos watch are embedded into the scenes. The entire film was

expertly directed by Bruno Aveillan, an award winning director and the theme music which plays in

the background throughout the film is an original composition by renowned conductor Pierre

Adenot and features an 84 piece orchestra (Cartier, 2012). The production of the film spared no

expenses and Cartiers executive Chairman, Arnaud M.Bamberger explained, "we wanted the best

special effects, a big director, an incredible model and props to intertwine with our incredible

history. (White, 2012). Symbolic images are taken to have additional meaning other than their own

(Levy, 1959). This means that such images are meant to express more meaning than they would

normally have when taken alone (Edward & Mick, 1992). The message communicating the illustrious

history of Cartier and its desirability is encoded in a symbolic manner with heavy focus on the

semiotics in the film as there are no verbal communications in the film.

3.2 Source

The source used in the LOdyssee campaign is the symbol of the panther. The panther is an iconic

design that first appeared in 1914 on the design of a ladies watch (Fig 1.1) where the bezel of the

watch was encrusted with precious stones to create the first panther inspired piece (Cartier, 2013).

The panther became a symbol for Cartier and subsequently because the spark for the Panthre de

Cartier collection which features jewellery (Fig 1.2, 1.3) created in line with the symbol of the Cartier

panther (Cartier, 2013). According to the source attributes, the factors determining if a source is a

successful one are those affecting credibility, attractiveness and power (Chow & Baack, 2012). The

attributes focused on are the attributes of attractiveness. The panther in the film has been long

associated with the Cartier brand and its range of Panthre de Cartier jewellery is coveted and worn

by celebrities such as Beyonce in Fig 1.4. As the panther is already well liked by celebrities,

consumers who aspire to be like these celebrities would also be familiar with the panther and see it

as a source of attractiveness. Hence although the LOdyssee campaign lacks a human spokesman,

the clever use of symbols as its source allows Cartier to communicate a clear message of desirability


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while enabling its consumers the freedom to let their imagination run wild in their favourite manner

without the negative backlash that may occur when using celebrities directly in the advertisement.

Risks such as an ill-fitting celebrity for the brand or a misbehaving chosen celebrity would be

mitigated.


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Figure 1.1 Cartier first panther inspired watch

Figure 1.2 Panthre de Cartier ring Fig 1.3 Panthre de Cartier ring

Fig 1.4 Beyonce with Panthre de Cartier ring


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4.0 Creative Strategy

4.1 Execution

The advertisement uses a dramatisation execution where a fantasy world is created in which the

protagonist, a panther is observed to break out of its shackles and traverses the world. Inanimate

objects such as pieces of jewellery are brought to life and incorporated into the storyline as seen in a

series of gigantic Love bracelets rolling through the snow as the panther navigates through them in

Fig 1.5. Precise placement of products in the imaginary world in an innovative way helps to catch the

viewers attention and increase their involvement which aids in remembering the advertisement

(O'Donnell & Brown, 2011).

Figure 1.5 Rolling Love Bracelets

The advertisement also evokes the different senses to create a sensory rich environment to draw the

audience even deeper into the imaginary world. The specially created music (Cartier, 2012) coupled

with the incorporation of vibrant graphics like in Fig 1.6 further captures the audiences attention

and enhances the inherent appeals.


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Fig 1.6 Panther faces dragon


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4.2 Appeals

The main appeal in the campaign is emotional appeal. The affect intensity of people indicates how

much emotion they feel when viewing the advertisement (Moore & Harris, 1996). The choices of

impressive landscapes and dazzling music used in the film as in Fig 1.7 are chosen are appealing and

stirs up the emotions of awe in the audience.

Fig 1.7 Moscow Aristocracy

The storyline of the film depicts the panther conquering boundaries across continents, chasing

Russian aristocracy, leaping on an aeroplane and taming a large dragon before returning to France

symbolises the milestones of Cartiers history spanning from its early recognition by the Russian

rulers to Cartiers invention of the worlds first wristwatch aimed at helping pilots while flying to

Cartiers entry into China in 1990. These references hint at the rich heritage of Cartier and when

presented in an expertly crafted film which expresses the brands superiority, Cartier is able to

create an emotional response with its consumers and subsequently an emotional bond which

positively influences purchases (Penz & Stttinger, 2012).


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5.0 Media Strategy

The media mix for the LOdyssee campaign centres on market exposure in the mass media and

internet (Cartier, 2012) and is detailed in table 1.1.

Table 1.1 IMC media mix for Cartier LOdyssee

Media Type Channel Vehicle

Mass media Television Shown in 12 countries around the globe including the US,

China and South America

Mass media Movie theatres Film shown at 800 UK cinema screenings

Interactive Social media Film posted on Youtube with 16,699,018 views

The main aim is to increase the global coverage and awareness of Cartier (White, 2012) and the

internet is a potential market with 50% of U.S. internet users buying luxury goods (PR Newswire,

2000). Hence the intended outcome is to create a good base with a spectacular campaign to allow

the word to spread through the internet and mainstream media through buzz marketing where

impressed consumers share the video with their social circle. This media mix is a suitable fit for the

communication objectives to reach out to a wider audience as the internet is a global marketplace

effective tool to communicate with the customers because of their high value and product

differentiation (Riley & Lacroix, 2003). In addition as most luxury customers today are internet users

(Riley & Lacroix, 2003), it is an apropriate way to communicate with the consumers and keep up with

their pace.


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6.0 Recommendations and Conclusion

The launch of the LOdyssee campaign is very successful in its communication goals of raising

awareness of the brand and its heritage and has garnered the attention of the media and social

media alike. Good things have been said by the public on how impressive the film is and have

generated positive word of mouth with 26,053 likes on Youtube and 16,699,018 views.

Perhaps following the successful campaign that generated an increase in awareness, Cartier could

have followed it up with further communication efforts to improve the affective and conative

behavioural dimensions to call consumers into action to purchase. Examples could include releasing

a limited and exclusive product line of jewellery to allow loyal customers a chance to be part of the

historic 165 year celebrations. This line of products would be targeted at people like top celebrities

and business moguls that aspirational customers look up to. This would encourage the wave of

publicity to snowball beyond the initial launch and further enhance establish the brand as the

epitome of luxury.


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List of References

Canon, E. (10 May , 2011). The Aspirational Consumer. Fashions Collective.

Cartier. (2012). odyssee: Cartier. Retrieved 17 02, 2013, from Cartier corporate Web site:

http://www.odyssee.cartier.us

Cartier. (2013). Through Time: Cartier. Retrieved 26 02, 2013, from Cartier: http://www.cartier.com/

Chow, K. E., & Baack, D. (2012). Integrated Advertising, Promotion, and Marketing Communications.

Essex: Pearson.

Edward, M., & Mick, D. (1992). On Resonance: A Critical Plurastic Inquiry . Journal of Consumer

Research, 180-197.

Lamb, R. (05 March, 2012). Luxury Daily. Retrieved 26 02, 2013, from Luxury Daily Web Site:

http://www.luxurydaily.com

Levy, S. J. (1959). Symbols for Sale. Harvard Business Review, 117-24.

Menkes, S. (10 January, 2006).A ball for the 'king of jewelers'. New York: The New York Times.

Moore, D. J., & Harris, W. D. (1996). Affect intensity and the consumer's attitude toward high impact

emotional advertising appeals.Journal of Advertising, 37.

O'Donnell, E., & Brown, S. (2011). THE EFFECT OF MEMORY STRUCTURE AND FUNCTION ON

CONSUMERS' PERCEPTION AND RECALL OF MARKETING MESSAGES: A REVIEW OF THE

MEMORY RESEARCH IN MARKETING.Academy of Marketing Studies Journal, 71-85.

Okonkwo, U. (Mar-May, 2009). Sustaining the luxury brand on the Internet.Journal of Brand

Management, 302-310.

Penz, E., & Stttinger, B. (2012). A comparison of the emotional and motivational aspects in the

purchase of luxury products versus counterfeits.Journal of Brand Management, 581-594.

PR Newswire. (2000). New Study Finds Half of All Internet Users Are Luxury Goods Buyers. PR

Newswire, 1.

Riley, F. D., & Lacroix, C. (2003). Luxury branding on the Internet: Lost opportunity or impossibility?

Marketing Intelligence & Planning, 96.


Marketing Intelligence & Planning, 96.


Marketing Intelligence & Planning, 96-104.

Socha, M. (2010). New World For Luxury: Aspirational Retreat, Elitism Comes Back: Women's Wear

Daily Women's Wear Daily. .

White, B. (05 March, 2012). Cartier debut short film 'L'Odysse de Cartier' to celebrate their rich

history. The Telegraph.


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