H&M in

Chile

Living up

to the hype

On a simple search over Internet, it is easy to find positive comments

about H&M arrival to Chile. Even news sites are covering the event.

However, we wanted to know more about the current situation of the

brand in our market. A question we could answer through our propietary

tool, Echo Webreader.

High expectations for H&M arrival

WHAT IS

Identification of insights

and key metrics in real time

from online social

conversations about brands,

categories or relevant

topics.

Proprietary approach and

customized one-shot

HOW IT WORKS

Based on a simple process

with the flexibility to define

the scope and customize

brand metrics and

dashboards. The metrics are

compared with benchmarks

and targets owners by

category

Social listening for insights in

real-time measurement of brand

activations

WHERE

In all countries of

the Region, currently

in adaptation to USH

HUB: Buenos Aires

‘BEST IN CLASS’ GLOBAL - 2011

*H&M aparece en el wordcloud como hm debido a problemas que la aplicación tiene en la lectura

del signo &.

Casos totales: 257– Período: 1

de enero al 24 de julio de 2012./Keywords

relevadas: H&M/Zara/Top Show/Benetton/Guess/Mango/Banana Republic/Kenneth

Cole.

WordClouds

Microbl

og

63%

Blog

19%

Media

Types -

Other

10%

Social

Network

6%

Message

Board/F

orum

2%

63%

10%

6%

2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4%

twit

ter.

com

ww

w.z

anca

da.c

om

ww

w.f

aceb

ook.

com

qmpb

log.

com

ww

w.f

ucsi

a.cl

cl.a

nsw

ers.

yaho

o.co

m

ww

w.b

igfe

nom

eno.

com

arch

ivop

erdi

do.c

om

ww

w.c

aras

.cl

ww

w.n

eedi

sh.c

l

ww

w.r

sste

cnol

ogia

.com

dept

o51.

cl

estr

ella

s.cl

ww

w.g

amer

cafe

.cl

cach

orro

furi

oso.

cl

eban

king

.cl

mez

zcol

anza

.blo

gspo

t.co

m

mt.

educ

arch

ile.c

l

radi

ozer

o.cl

revi

stac

arru

sel.c

l

wea

reth

epeo

ple.

cl

ww

w.a

genc

iade

noti

cias

.org

ww

w.c

oleg

ioal

tam

ira.

cl

ww

w.e

lpue

lche

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ww

w.e

verd

e.cl

ww

w.je

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ww

w.t

op10

0.cl

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Casos totales: 257– Período: 1° de enero al 24 de

julio de 2012./Keywords relevadas: H&M/Zara/Top

Show/Benetton/Guess/Mango/Banana

Republic/Kenneth Cole.

Media type

73%

14%

9% 2%

1% Microblog

Social Network

Other Media

Types

Blog

Forum

Benchmarks Categoría

Sources

Negati

vo;

11%

Positiv

o; 15%

Neutro

; 74%

Positivo

11% Negativo

5%

Neutral

84% 20%

15% 14%

10%

9%

6% 6% 5%

5%

3% 3% 2% 2% 1%

1%

Zara

Publ

icid

ad

H&

M

Mod

a

Cos

tane

ra C

ente

r

Rop

a

Gue

ss

Tien

das

Man

go

Ben

etto

n

Otr

as M

arca

s

Prec

ios

Ban

ana

Rep

ublic

Top

Sho

p

Ken

neth

Col

e

Category benchmarks

Share of Feelings

1%

1%

2%

3%

4%

5%

7%

7%

7%

9%

11%

19%

24%

Banan

a…

Benett

on

Top

Shop

Precios

Tienda

s

Otras

Mar…

Mango

Guess

Ropa

Costan

era…

Zara

Moda

Publici

dad

Casos totales: 257– Período: 1° de enero al 24 de julio de

2012./Keywords relevadas: H&M/Zara/Top

Show/Benetton/Guess/Mango/Banana Republic/Kenneth

Cole.

Topics Share

Zara

39%

H&M

33%

Benet

ton

7%

Guess

6% Bana

na

Repu

blic

5%

Mang

o

5%

Top

Show

3%

Kenn

eth

Cole

2%

Positivo

15%

Negativo

7%

Neutral

78%

Positiv

o

13% Negati

vo

5%

Neutral

82%

31% 31% 30% 8%

Opinión

Anecdótico

Consulta

Rivalidad

Share of Feelings

Positiv

o

15%

Negati

vo

8%

Neutral

77%

H&M

Zara

Category benchmarks

Informative comments about H &

M refer to the celebrities used as

brand image, its use in advertising

campaigns and special collections.

Also, the announcement of new

collections and their future income to

the Chilean market both queries as

gender information.

The opinions, hovering around the

collections and anxiety caused by

waiting for its opening in the country.

*Lectura por

tendencia por falta

de casos.

Brands Share

37% 31% 16% 11% 5%

Opinión

Informativo

Anecdótico

Consulta

Recomendaci

ón

General Buzz

47% 38% 8% 6% 1%

Informativo

Opinión

Consulta

Recomendación

Anecdótico

H&M

Búsquedas principales (Índice calculado sobre la base total de

búsquedas de los dos términos)

Fuente : Google insigths for search

Medición índice de búsquedas 2012

Interest over time

Volume Search Context

THE LAST VALUE IS BASED ON DATA PARCIAL CHART AND

COULD CHANGE

100

REGIONAL INTEREST

100

Searched

30

Verbatims

“¿dónde venden bolsos para hombre?

holi, estoy buscando dónde comprar

bolsos para hombre, que sean estilosos

y profesionales, como pa tirar pinta en

la pega. había visto unos en zara, pero

hoy día fui y eran todos horribles ¿en

qué otra tienda podría buscar? que no

cuesten 100 lucas po, precios

razonables?

http://cdn100.iofferphoto.com/img3/ite

m/198/657/902/l_polo-mans-bag-

handbag-bd7e.jpg”

“rt @101vestidos: sandalias de zara de

tachuelas #new me encantan!!!!

http://t.co/1h6zn9ub”

“rt @trendschile: #mortis y 'zara' es ahora una

tendencia en chile http://t.co/vxan6f4b // efecto

costanera center?????” “rt @gonzpt: ah, espérate: salió en la tele que

h&m está listo para chile?!?!?!?! shut up and

take my money! (que no se las den de abc1

como zara acá sí)

“mira las primeras imágenes de @lanadelrey como

nuevo rostro de @h&m http://t.co/0efvcivr

http://t.co/edggv4be “h&m otoño 2012: juego de contrastes | hispamoda

http://t.co/ctdqcpak”

“rt @valevalevaleseo: y si costanera

center tiene h&m me voy directo a la

ruina obvio”

“"@revistaqp:

costanera center

reserva espacios

para tiendas top,

entre ellas victoria

secret y h&m:

http://t.co/oxsfo0yn

"/algo q tenga

bueno!”

“rt @camimz: h&m anuncia por facebook

dónde abrirá nuevas tiendas y no menciona

a chile . ya no se a que apostar.

http://t.co/bo0eaen4”

“rt @vinamar_: ¡buenas noticias! h&m llegaría

a chile; más detalles en @fucsia_chile

http://t.co/ajlr3ijm”

“amé estos boxer de #beckham para #h&m

http://t.co/dqpy5z6d”

“si, h&m no es la ropa con mejor calidad, pero por eso

es barata. apaña para una o dos temporadas y, con

cierta ropa, no se necesita mas!”

ZARA

20%

Publicidad

15%

H&M

14%

Moda

10%

Costanera

Center

9%

Ropa

6%

Guess

6%

Tiendas

5%

Mango

5%

Benetton

3%

Otras Marcas

3%

Precios

2%

Banana

Republic

2%

1%

Kenneth Cole

1%

Topshow Nuevas

colecciones

Campaña

David

Beckham

Aniversario

30 años DJ Tiesto

Plagio Logo Imagen de marca

Lana del Rey

Llegada

a Chile

Colores

Diseñadores

Jennifer

López

de compras

Descuentos

Inauguración

tienda

Productos

Positivo: 12%

Negativo: 6%

Neutro: 82%

Publicidad

Positivo: 11%

Negativo: 5%

Neutro: 84%

Moda

Positivo: 13%

Negativo: 8%

Neutro: 79%

Tiendas

General Buzz

Positivo: 11%

Negativo: 5%

Neutro: 84%

The use of celebrities as image brand generates the largest

volume of comments within the category to identify and

capitalize promote recognition.

In general the Internet postings refer to different stores,

designers associated with their collections, strategic

alliances, fashion, trends and colors. With the exception of

new collections and early season, particular products do not

encourage conversation.

Zara and H & M stores special observation, are associated

with the design and quality at low cost, although H & M

tends to be perceived as a store of higher quality and status.

This may be because Zara already has locations in the

country while H & M announces his next start, increasing

consultation and resulting in the exchange of information

given the flow of news.

Casos totales: 257– Período: 1° de enero al 24 de julio de

2012./Keywords relevadas: H&M/Zara/Top

Show/Benetton/Guess/Mango/Banana Republic/Kenneth Cole.

Conclusions

Costenera Center comes as the

commercial epicenter of the local

concentration of the shops already

established and will be opened soon.

As a shopping center, emerges as

contextual reference of the leading

brands.

Fashion Insights

H&M won’t be alone

Chile gets in

Chile wears brands

Fashion market in

Chile, and particularly

in Santiago, has been

facing a stylish boom,

with the arrival of

several international

brands in the last few

years.

• Of those, Zara was

clearly a pioneer in

bringing to our market

a combination of good

design and affordable

prices.

• As stated in our study,

others brands have

been labeled by the

consumers as great

design clothing, but

with higher prices than

those of their markets

of origin.

• H&M must avoid to be

part of the last group.

Chile goes shopping

Retail in Chile is highly developed, with local department

stores that have expanded beyond our borders, becoming

relevant regional actors.

• Falabella, Paris and Ripley are the top three retailers,

with stores all over the country and with presence in

Argentina, Peru and Colombia.

• These retailers have launched their own clothing lines,

with concepts that could somehow be similar to H&M.

• Basement (Falabella), Alaniz (Paris) and Marquis

(Ripley) would be brands to pay attention to.

Chile offers opportunities

With the economical development experienced by the

country since the nineties, and the wide access of Chilean

population to information technologies, the desire for

attractive international brands have never been higher.

• Brands that offer Chileans the possibility to satisfy that

desire, are likely to succeed.

• So far, most of the brands that could fill that need,

haven’t really offered a good price/quality relation.

• Online conversation tracked suggests a high evaluation

of H&M in terms of image , and especially in terms of

design.

Chile presents challenges

Even though the arrival of H&M seems to be a safe

bet, there are a couple of aspects that must be

considered.

• The power of the retail: With a national coverage

and their own credit cards, the department stores

are a force that cannot be underestimated.

• As mentioned, the expectations for the opening are

high, and one of the main reasons is the excellent

price/quality relation of the brand. Therefore,

prices too high would probably disappoint many

and create negative word of mouth.

H&M Opening Media Plan Experiencing Fashion

Fashion

Democratization

H&M arrives in

Chile

International

Brand

Strategy

3 Concepts to

communicate

Magazines

Select titles with a qualitative and quantitative mix

Separately, reach

Men and Women

Selection of titles with

high levels of coverage

and affinity by gender.

Evaluate and recommend

magazines focused on

fashion, beauty, wellnes,

life gourmet

H&M arrives

in Chile

International

Brand

BASED ON THE SELECTED PROFILE

WITH FOCUS in MEN AND WOMEN,

Modalidades GSE GENERO EDAD

ABC1 C2 C3 D H M 12-24 25-39 40-54 55-75

Cosas 17,9% 34,1% 24,5% 23,5% 30,0% 70,0% 23,5% 27,3% 23,6% 25,5%

Paula 24,4% 28,2% 22,8% 24,5% 17,0% 83,0% 26,6% 32,1% 24,0% 17,3%

Cosmopolitan 32,5% 35,5% 22,5% 9,4% 22,4% 77,6% 40,0% 44,4% 11,3% 4,3%

ED 46,8% 28,1% 25,1% 0,0% 16,1% 83,9% 21,4% 44,0% 26,9% 7,7%

Poder & Negocios 44,8% 30,2% 18,9% 6,2% 68,7% 31,3% 12,3% 56,1% 24,4% 7,2%

City 45,5% 12,1% 7,1% 35,4% 62,8% 37,2% 45,2% 34,8% 13,2% 6,8%

How?

Selection of different topics of interest for the target

Selection of titles with high levels of

coverage and affinity by gender.

Open TV

An aggressive plan with quick reach building.

On the third day we get 59% in +1 and by the

end of the plan our reach will be 75% in +1

and 53% in +4.

Mix of TV stations is based in the reach

provided by Canal 13, CHV, and TVN, and the

frequency given by Mega and Red TV.

Details

# Spots 272

Grp´s 602

Reach 75%

Ots 8

Channels TRP´S SOV

Chv 133 22%

La Red 100 17%

Mega 74 12%

Tvn 134 22%

Canal13 158 26%

Telecanal 3 1%

Total 602

H&M arrives in

Chile

Fashion

Democratization

Block schedule TRP´S SOV

06:00 - 08:00 36 6%

08:00 - 12:00 42 7%

12:00 - 14:00 48 8%

14:00 - 20:00 128 21%

20:00 - 21:00 76 13%

21:00 - 22:00 49 8%

22:00 - 01:00 165 27%

01:00 - 02:00 59 10%

602

Definition

Open Tv Plan • 48% Trp

s in prime

time (from 20:00 to

01:00 hrs) given the

need to incorporate

shows with high reach,

and the visibility of this

daypart in our target.

• 35% Of our spots

will be concentrated

in premium

placements

Optimization tool for Open and Pay TV, for planning,

negotiation and buying.

It has been tested as the best optimization tool in

real time in the market, since it allows 100%

flexibility, providing options to optimize by different

targets, daypart restrictions, channels selection,

etc.

H&M takes Santiago

H&M Opening will find in the OOH plan a

perfect partner to take the high fashion

and premiun design concepts to the high

street and premiun sites in Santiago.

Santiago is an ever growing city with over

6 million people. For that reason, there

are different zones with enough life as to

become centers of activity for their own

right, attracting thousands of people

everyday.

Top 3 OOH Spectaculars for H&M

Subway Walls

3 Impactant Walls in of

the most visited

stations from the

Subway network:

Escuela Militar -

Tobalaba – Baquedano

H&M arrives in

Chile

Fashion

Democratization

International

Brand

Monumental Important traffic towards the

uptown neighborhoods of the city.

Size: 25 x 25 mts.

To be perceived as the dominant

advertiser, H&M needs to be in all of

those zones, but spectacularly. We need

to make a difference by using only big

formats (premium sites) in each of those

zones and in the busy roads that connect

them (high street)

What do we mean by spectacularly? Let

us give you three examples.

Building Wrap Close to Costanera Center Mall

and leading to Parque Arauco

Mall

Size: 15 x 27 mts.

H&M takes Santiago

High Street Sites

A selection of smaller

sites in high traffic

routes

The campaign must focus in

1.- Generate awareness of H&M

2.- To promote H&M in the chilean market

3.- To establish a link with the consumer and value proposition of the brand

4.- Incentive the purchase

Concept

“A biggest news”

Targeting

communication

to a News

Context.

Use formats for

communicating

the arrival of

H&M

Digital Approach

Challenge

Generate a value

proposition to establish

highlight concept of

H&M

H&M arrives in

Chile

Fashion

Democratization

International

Brand

Affinity Crate

impact through

a content of interest

Branding & Reach

Brand Exposure

Content Development

Online editorial use the media

for release H&M

Strategic Way

Objective Digital

Develop a Branding campaign for launch

H&M with a different concept in the

Chilean market

Move awareness and sales indicators.

Format to allow different

types of segmentation

getting the core of target

Branding & Reach Facebook / Social Ads

Google / Display / Different

Formats

Group of sites associated with different

category

Different formats

Profile by segment, keywords, category

Content: Fashion, Beauty, Design

Google / Display / Blast

The google display network

exclusively reaches over

40% of network.

Segment by themes

Different formats.

Youtube / In Stream

Video that appear before the

content

MSN / Showcase

Video Expandend

Entertainment site, content

generator

Rich media format to allow a

greater impact interaction

enabled user and call your

attention

Affinity Crate - Zancada / Banner Fijo

300x250 + Publipost

Zancada / Publipost El Safari/ 300x250

+Publipost

Read more women

s.

Blog of Chile

Blog magazine to show the

latest trends and design.

Use a traditional format lead to

apost comment where the

arrival of H&M and benefits

Type of advertising that is

introduced in the content. Use

banner to generate traffic to post.

Post notified the arrival of H&M in

a new context. Blog readers can

comment and share

Pousta/ 300x250

+Publipost

FYI/ 300x250 +Publipost

Blog theme of creative,

fashion,

design and cinema.

Use a traditional format

lead to a post comment

where the arrival of

H&M and benefits

Blog that focuses on information on

subjects like music, art or fashion.

Terra/ 300x250 en Franja Horaria

Content Development La Tercera 300x250 Expandible en el Home

News portal

Rich media format that

expands through the

mouseover, creating

impact and interaction

Portal with focus on

entertainment, sports and

lifestyle.

Provide massive generating an

important visibility and

performance

Canal13.cl/ 300x250 + Publipost

TVN.cl/ Preroll Emol/ 180x150 en

Tendencias y Mujer

Site of television channel

Use a traditional format

to post comment where

the arrival of H&M and

benefits

Site of television channel

Use pre-roll format display

to cover branding and

brand concept

News portal

High visibility format with focus on

branding

Play FM/ 300X250 en

Home e Interiores

BioBio Chile/ 300x250 + Publipost

Radio young adult oriented

Use a traditional format to

post comment where the

arrival of H&M and benefits

News site of Chile and

world

Use a traditional format to

post comment where the

arrival of H&M and benefits

FMDos/ 728x90 +200x600

Cooperativa.cl/ 120x600 + Publipost

Site of the radio, focus on

romantic music.

Traditional use of two format

are present in the home and

inside, car ruing frequency and

branding

Site of the radio news

program and conversation

Use a traditional format to

post comment where the

arrival of H&M and benefits

The media selection was designed for

achieving the objective of an optimum

brand launch with what we defined as the

appropriate budget.

The media plan will achieve high impact

with a total reach of 98%.

25% awareness estimated based on

previous experience.

The recommended Investment for this plan

is USD 845.110 ($409.037.015 Chilean

Pesos).

Comments

Flow

Amounts do not include VAT and agency commission

Sustaining Proposal

Trough specific activities we will generate a

continuous presence in a defined period of 6 months

post launch, in relevant moments and places for the

target and brand

TV :Reach

Building,

delivery of

meaningful

information

OOH: provides

closeness and brand

presence

Magazines: deliver

relevant information,

complicity, and

closeness to the

target

Sustaining Proposal

Digital : delivers

information about the

brand, support in the

purchase decision

and/or visit to the

store, allowing also

interaction with the

target.

Open TV

3 sustaining flights, each one

concentrated in one week of

activity close to the end of the

month.

Average levels of 200 trp’s

and 60% reach in 1+ and 30%

in 4+ with higher share in

prime time.

Mix of TV stations, just like

in launch stage, is based in the

reach provided by Canal 13,

CHV, and TVN, and the

frequency given by Mega and

Red TV.

Magazines

Continuous presence with 1

page ads in titles of high

readership, and like in launch

stage, with different titles for

men and women, according to

the affinity of each title.

OOH

Digital

Extension of the exhibition of 3

sites oh high impact present in

the launch stage, with the

objective of keeping brand

presence in key locations with

high influx.

Permanence and delivery of

continuous content with the

challenge of generating a link and

dialogue between H&M and the

target, through the use of search,

entertainment, and information

sites.

Efficient ways to connect the brand

to the target

When they

search

When they get

informed

Where should we be?

BIGGER REACH ON

INTERNET

PROACTIVE SEARCH

CONNECTION WITH

CONTENT AND BRAND

TEXT ADS,IMAGE, VIDEO.

Google search/display

Segmentation power quality user

Search H&M proposal relation

SEGMENTATION

POWER

INTERESTS /

PROFESSION /

AGE

During sustaining stage

When they get entertained

CONNECTION WITH CONTENT AND BRAND.

HIGH REACH

LOW COST

Youtube in search an pre roll Social ads/video

Segmentation power

Interests / profession / age

Segmentation power

Quality user

Give response to an interest

related to the brand

Reinforces the concept

throug content

Presence in special

sections/ publipost

format/ editorial content

STRENGHTEN CURRENT PLATFORMS, BUT

Platforms

DEVELOPMENT OF

A STRATEGY OF

EMBASSADORS

THROUGH SOCIAL

NETWORKS.

Embassadors / Social networks

Spoker / mass appeal

Blog /Content

Person/ Dialogue

WITH A LOCAL AND DIFFERENT CALL.

Activation Ideas

COSTANERA MAPPING RUNWAY

For the launch of H&M in Chile, one aspect to be remarked will be the international image the brand possesses. In order to do that, we will take advantage of the highest tower in South America to bring the H&M arrival to live. Over the Costanera Center itself we will create a mapping which will recreate the most iconic buildings around the world, illustrating the idea that the fashion of the main cities around the world is moving to Santiago. While the images of the different buildings (must be vertical) are changing, we will include images of the fashion of each country. Eiffel Tower in Paris, the Big Ben in London, Pagodas from Japan, etc.

SIGNAGE

Altering the “little people” used in the signage of men-women restrooms, we propose the idea that the dressing style of everybody will change, from neutral people to people with a personal style. Therefore, in the restrooms, the image with a neutral man where it is read “Men” will be accompanied by the same image but with cool clothes, where it will be read “H&M Men”

FASHION SHOW IN THE SUBWAY

H&M democratizes fashion and takes it to the streets. With H&M, Chilean people will have for the very first time, the opportunity to buy items by great designers at an affordable price. To remark this quality that gives the brand much of its appeal, we will produce a fashion show presented by H&M soon after the launch of the first store. It will take in place in the city… and more precisely, in the “metro” that connects to the station located next to Costanera Center. A Saturday night, we will take a whole train in a terminal station (Los Dominicos) and all the guests will seat along the train to enjoy the show. The first wagon will be used as dresser room, while the final one will be served with catering, and the rest of the wagons will function as the runway to show the H&M designs. The trip will finish at Tobalaba station, that connects to Costanera Center. We believe that the possibilities to show the concept of democracy in fashion, plus the press coverage achieved by the event, will work perfectly for the brand.

H&M Gallery

With the intention to remark the concepts of “international” and “prestige” regarding fashion, this proposal consists of the installation of two containers in strategic locations surrounding Costanera Center: Parque de las Esculturas and Parque Bicentenario. These two containers will create a gallery in which people will receive information about H&M: the famous designers who had worked for the brand, the current lines, the website, the most iconic campaigns, etc… All this, thinking about spreading WOM, with the impact of the brand, the designers, and models.

YOUR H&M LOOK

Virtual Changing Room App We will develop a virtual changing room, in which the user will be able to try all the collection on, without even moving from home; just by turning on their webcam. Once they define their favourite look, they will be invited to take a picture of themselves and upload them into their Facebook profiles.

TRENDS INSERTION

In fashion magazines, like Paula, Cosas, or Ya, we will insert H&M pages, but not printed as the rest of the magazine, but made with the collection fabrics and a rounded cut at the top of the page in order to put the neck on it. In the bottom of the page will be read an instruction inviting women to put the page over their body as if they were trying on a clothing item. “Discover how the new H&M trends fit you”

FLASH RUNAWAYS

Fashion is no longer exclusive to big runways, and H&M takes it loser to the people. We will create flash runways, without previous notice in places like Lastarria neighborhood or in supermarkets, The models will arrive surprisingly, with the music of the place or in a truck with speakers. Models will be carrying bags with the H&M logo to give unity to the show and to highlight the brand. The activation will be filmed in order to have a viral in social networks. http://www.youtube.com/watch?v=FFY7PmNWMM4 (runway in a supermarket) http://www.youtube.com/watch?v=5ljbBuMeWMQ&feature=related (runway in a zebra crossing) http://www.youtube.com/watch?v=rEQmZXu1pIU&feature=related (daylight street runway)

ACCESORIES IN MIRRORS

Restrooms, almost by definition, are usually THE place women take for combing their hair, putting their make-up, fixing their clothes, the earrings… all the details are fixed in the mirror of a restroom, and H&M knows it. That’s why we are going to put over those restrooms mirrors, pictures of H&M accessories, so women can “try” them on with the reflection of their own image.

I’VE BEEN WEARING H&M FOR

YEARS

Even though H&M hasn’t arrived in Chile yet, it is true that many Chileans have met the brand after travelling to countries where H&M has stores. Taking advantage of this knowledge, we will make a contest that celebrates those who already have and H&M item. On one side, our potential customers will be able to brag about, win discounts or purchase orders, and the brand will be able to establish an image and communicate in the social networks from the very beginning. In order to participate, users will have to post a picture of themselves with their H&M item in Facebook or Twitter.

BEACH

Considering the months prior the launch of the H&M store (March) it’s summer season in Chile, when literally everybody is in the beach, we think that it is important to viral the brand in the main beach towns, as a pre-launch. Following that idea, we propose a towels model to be delivered in the beaches better related to our target, announcing the H&M arrival in Santiago in a very creative way

SANTIAGO IN

H&M arrives in Santiago and we want the city to notice how fashion arrives at the streets : we want H&M to be the one who dresses the city. We will decorate different urban objects, like kids playgrounds, metro barriers, public lighting, trees, or benches, covering them with H&M fabrics of different styles. With fluorescent colors, animal prints, pastel colors, etc.

STREAMING RUNAWAY

Who wouldn’t like to know what’s coming next months? H&M knows it, because in the other side of the world, the next season is already happening. We are going to pick up the key elements of an in important runway and deliver the best options to enjoy it: we will be able to watch the best designs, take a glass of champagne and do it all in the comfort of our own home, without the demanding codes that the formality of these kind of events require. Both, the press and clients with purchases over a certain amount of money, will receive a box with a small bottle of champagne, some snacks, and a password to watch online an exclusive fashion show from Europe.

Team

MediaVest

Definition, alongside H&M , of the general strategic guidelines, guaranteeing their

correct application.

Control over the achievement of objectives and deadlines established in the agreement

with H&V.

Responsible for the work of the team (Professional pro files, staff turnover, roles

definition, tasks and trainings)

Identification of learnings and opportunities for H&M business.

Guide of the focus of negotiations and development of strategies.

Foster and facilitate the right communication between H&M, MediaVest and the

creative agency(ies)

Definition of the strategic focus for the integration of Research to the

planning process.

Proposal of development of special projects according to opportunity

areas for H&M.

Guarantee for the quality of the final product delivered to H&M.

Dir

ecti

on

Antonieta Lanas Media Direction - Off Line

Rodrigo Idalsoaga Media Direction - Digital

Angélica Cruz Media Direction - OOH

Incorporate the strategic guidelines to the

planning.

Develop strategic plans.

Execute a correct target analysis and

consumer insight.

Provide support during media

negotiations.

Responsible for budget control.

Planner Incorporate the learnings of the special projects developed to the planning.

Develop market and competitive analysis.

Generate added value, look for alternative options to brand activations, how to maximize the media contracts (Media Expert: TV, Radio, and Magazines) .

Administrative control of the contracts.

Jaime Ayala Planner Off Line

Paulina Salazar Planner OOH

Media Assistant

Delivery of media orders and materials.

Control of the campaign exhibition.

Management of the contracts consumption.

Monitoring the competitive activity.

Guarantee the correct flow of information and reports to the client.

Research

Supervisor

Guarantee the correct functioning of applications

and proprietary and syndicated tools.

Incorporate the media Research perspective into the

conclusion of learnings for feedback.

Provide support to the target analysis and definition of

consumer insight.

Support the definition and development of special

projects for H&M

Systematization of Best Practices and successful

case studies.

Pablo Bascuñán - Research