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Ricci Ricci from NINA RICCI Discover the new mischievous fragrance George Henshaw

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An analysis of the advert for Ricci Ricci of Nina Ricci.

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Page 1: Presentation Publicité Ricci Ricci

Ricci Ricci from NINA RICCI

Discover the new mischievous fragrance

George Henshaw

Page 2: Presentation Publicité Ricci Ricci

George Henshaw

I decided to analyze the advertising campaign for the new Nina Ricci fragrance ‘Ricci Ricci’. The choice of this

campaign was based upon the fact that it is a French perfume, and that the campaign is an important one

for the brand. Through this campaign, Nina Ricci wants to attract a new target market and therefore the

campaign is more interesting to analyze. The aim of this analysis is to discover as much as possible about

this campaign and to offer my view upon it.

Page 3: Presentation Publicité Ricci Ricci

SUMMARY

• Presentation of the perfume

• Presentation of the campaign

• Analysis of the adverts

• The objectives of the campaign

• Target Market

• Previous campaigns

• Competitors

• Is the campaign compatible with the objectives?

George Henshaw

Page 4: Presentation Publicité Ricci Ricci

George Henshaw

THE PERFUME• Ricci Ricci is a new fragrance from Nina Ricci• It contains notes of:

– rhubarb zest– bergamot– moonflower– tuberose– centifolia rose– patchouli – Sandalwood

• Developed by Aurélien Guichard and Jacques Huclier

• Price: 39 euros for 30 ml

Page 5: Presentation Publicité Ricci Ricci

George Henshaw

THE CAMPAIGN

Agency: Mlle Noï – dedicated to the luxury

and fashion universe

TV production: K-Roll

Music: Alexandre Geindre

Photography: Sébastien Kim

Model: Jessica Stam

Page 6: Presentation Publicité Ricci Ricci

George Henshaw

THE CAMPAIGN

The campaign used both Above the line and Under the line advertising:

ABOVE THE LINE ADVERTISING

80% of the budget is for TV (on TF1, M6, Canal+ and some TNT channels)

Press Magazine (from September to December) Cosmopolitain, Elle, Gala, Marie Claire, Grazia, Psychologies magazine, Glamour

Internet (blogs)

Page 7: Presentation Publicité Ricci Ricci

George Henshaw

THE CAMPAIGN

UNDER THE LINE ADVERTISING

EVENT: Soirée in Paris at Theatre Mogador on the 10th Sept

Guests: 1300 sales advisors

Theme of evening: Mystery investigation involving the guests and a 3D animation

Page 8: Presentation Publicité Ricci Ricci

George Henshaw

ANALYSIS OF THE ADVERTS

Page 9: Presentation Publicité Ricci Ricci

George Henshaw

PRESS ADVERT

Page 10: Presentation Publicité Ricci Ricci

George Henshaw

TV COMMERCIAL

Page 11: Presentation Publicité Ricci Ricci

George Henshaw

ANALYSIS OF THE ADVERTSPress: Marie Claire – October editionTV: Seen on TF1 / M6 / Canal+ and TNT

HEROINE:• Black Dress and black gloves• Cat ears and cat eyes with makeup• Independant and confident• Glamorous and sophisticated• Resembles Catwoman from Batman

series (you see a shadow of a cat at the beginning of the commercial)

• Ribbon is her power• Fantasist and magical• A heroine of mischief once night

falls?

Page 12: Presentation Publicité Ricci Ricci

George Henshaw

SEDUCTION:• The sexy and seductive dress• The flirt with the man on the balcony• The giggling sounds• The whispering of the voice• The scent left behind by the heroine

during the night to seduce

RIBBON:• Stands out in the Commercial and Print ad• Metallic pink appearance that looks

dangerous and powerful• Represents the magic of the heroine and

the scent that is left behind by the perfume (Ricci Ricci’s scent is created in order to have a long trail)

• The ribbon is her accessory that makes her become this heroine (i.e the perfume)

Page 13: Presentation Publicité Ricci Ricci

George Henshaw

PARIS:• Shows the romantic and seductive

aspect of the fragrance• It’s the city of love, culture and fashion

(sophistication)• Reinforces the fact that the perfume is

French• Would be very appealing to other

countries (the Eiffel tower has a powerful meaning of luxury abroad)

MUSIC:• Resembles a song that could be found in

a Batman movie – Gotham city is the city of Mischief and is always dark

• The whispering voice backs up the idea that mischief is happening on the roof tops of Paris once the night falls

Page 14: Presentation Publicité Ricci Ricci

George Henshaw

SLOGAN:• ‘Discover the new mischievious

fragrance’reinforces the idea of the heroine being like a cat at night

• Keeps the elegant and seductive touch to the commercial

OVERALL:This campaign tells a story: a magical, poetic, romantic fairy tale story of a heroine making her way around Paris roof tops under the moonlight leaving behind her a trail of her scent in order to seduce.

Page 15: Presentation Publicité Ricci Ricci

George Henshaw

OBJECTIVES OF THE CAMPAIGN

CHANGE POSITIONING

• Change the attitude towards their brand

• Why? To reach a new target market of 25 to 35 year old active women

• How? Introducing a sophisticated and seductive perfume appropriate for women who are more independent

• Previous positioning was appealing to 18 to 25 year olds with ‘Nina’

Page 16: Presentation Publicité Ricci Ricci

George Henshaw

TARGET MARKET

• The target market for the campaign is 20 to 40 year old women and sales advisors (prescripteurs)

• The core target market is 25 to 35 year old active women

• Accessing this core target market:– Feminine Press (Vogue, Elle,…)– Housekeeping magazines (Maries Claire Maison,

Décoration,…)– Internet (blogs – www.auféminin.com)– Cinema– Music radios– Themed channels (Téva,…)– Promotions and Patronage

• The most renowned perfume destined for this target market is ‘Chanel N°5’ from Chanel

Page 17: Presentation Publicité Ricci Ricci

George Henshaw

EXAMPLE OF A PREVIOUS CAMPAIGNS

‘Nina’ from NINA RICCI

Page 18: Presentation Publicité Ricci Ricci

George Henshaw

The aim of the campaign was to rejuvenate the brand to approach the 18 to 25 year olds.

The price was 25% lower than ‘Ricci Ricci’ and therefore more accessible to a younger market.

The campaign was also based upon fantasy and a fairy tale. But ‘Nina’ did not have the seductive and sophistication that the ‘Ricci Ricci’ advert has.

At the time of ‘Nina’, it was the only perfume to opt for a more magical and fairy tale approach rather than the sexy approach used by competitors

Page 19: Presentation Publicité Ricci Ricci

George Henshaw

COMPETITORSThe main competitors for Nina Ricci will be the perfumes being brought out at the same time and that target the same market.Two in particular that stood out for me:

• ‘Lola’ from Marc Jacobs – sexy, fascinating and seductive

• ‘Parisienne’ from Yves Saint Laurent– Very sexy– Also set in Paris by night– Also wearing a black dress– Emphasizes on freedom of living and loving as a woman – independence– Targeting 25 to 35 year old active women

Page 20: Presentation Publicité Ricci Ricci

George Henshaw

Page 21: Presentation Publicité Ricci Ricci

George Henshaw

IS THE CAMPAIGN COMPATIBLE WITH THE OBJECTIVES?

In my opinion, the campaign should be a success:

• The core target market corresponds to the change of positioning

• The correct media is used to reach the target market

• The campaign assembled Press, TV and event communication

• The creative work sends the right message to the viewers, there is no ambiguity (most viewers seem to enjoy the advert and understand the message being transmitted)

• The timing of the campaign is good building up to christmas

Page 22: Presentation Publicité Ricci Ricci

George Henshaw

RECOMMENDATIONS• Creating more internet buzz could have created

a bit more excitement about the launch

• There could be some misguided communication with the pink ribbon representing breast cancer. They could have a percentage of every purchase that goes to Breast Cancer research.

• There is no apparent reason to why the fragrance is called ‘Ricci Ricci’ apart from the fact it is in honour of Nina Ricci.

• At firt the name was going to be called ‘Capricci’ associating ‘Caprices’ with ‘Ricci’. That name has more of a meaning than Ricci Ricci.

Page 23: Presentation Publicité Ricci Ricci

George Henshaw

THANK YOU FOR YOUR ATTENTION

GEORGE HENSHAW

Page 24: Presentation Publicité Ricci Ricci

George Henshaw

THANK YOU FOR YOUR ATTENTION

GEORGE HENSHAW