Marketing to Luxury Brands online - a case study

Christie’ Post W & Contem s ar porary Art Sale Digital experience

Contents — Introduction — Objectives — Project scope — Technical specifications — Timeline

Introduction — Christie’ NewYork Spring Post-W and Contem s ar porary Art sales in 2008 offered a spectacular series of lots — Including an extraordinary grouping of Abstract Expressionist paintings – — A Rothko, a Sam Francis and a Gottlieb — A series of unique artworks from the eighties –including works by Jeff Koons and Richard Prince — A“ Double Brando” W by arhol — The Kauffm house designed by Neutra, an an architectural landm of the Post-W period ark ar

Objectives Im agination w invited to deliver a digital experience that as w ould highlight this unique opportunity, generate excitem ent around the three sales and highlight in the process Christie’s m arket leadership. — To raise aw areness of the exciting lots featured in the three sales — To help build m entum in order to clinch the sale of om m exciting w ore orks of art for these auctions — To enhance the perception of Christie’ as the m s arket leader in these three periods

Key considerations The luxury consum online er — 42% of luxury buyers cite the internet as one of their three prim sources ary — M luxury consum cite the Internet as a top-three source ore ers of information than cite stores or magazines — M any are experienced net users –banking, share-dealing, shopping and com unicating online. In 2000 53% of the m affluent audience w online versus 43% of general ere population.* — Expect high-quality, high-value, usable content experiences * Forrester, The Millionaire Online 2001, Social Computing Strategies for Luxury Brands 2009

Key considerations Brands Brands do not define luxury, but many luxury consum look to the ers brand and the brand’ reputation as a signal of quality.* s * The Conference Board,The Global Luxury Market

Key considerations Brands Personal brand “Luxury is highly personal and something the individual interprets and judges for him or herself.” * Christies brand — Expert, authorative — Sophisticated — Innovative and dynamic

Key considerations The Art Investments, yes, but also passion pieces. Value of art is about the combination of excellence and emotion.

Strategy Deliver content rich, user-focused experience Enhance the personal brand of the interested visitor. Complem not cannibalise Christie’ brand. ent s The art is the hero, not our design. Create an emotional context around them .

Project Scope Animation — Design and build of a one m inute flash anim ation that brings to life the key highlights of the sale in a dynam and com ic pelling m anner. This anim ation w used on christies.com as w as on a dedicated m as ell icro- site and other in-house channels, such as TV m onitors. It w also be dissem as inated to visitors of Christie’ offices around the s w orld using Bluetooth and other technologies. Com ponents of this anim ation (e.g. any logo treatments) w also be ere leveraged for opportunities around subsequent PW -CA sales or sales for other departm ents.

Project Scope Microsite — Design and build of an elegant m icro-site, developing a unique experience that w eaved together the m any different aspects of the sale and the rich content already available, to build a compelling, integrated story. — Applied the design developed to a series of ancillary com unication m pieces such as em tem ail plates and event invitations.

Project Scope Microsite — Build and delivery: 02/29 04/09 — Site live: 04/09

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Marketing to Luxury Brands online - a case study

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