Dior
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Dior Presentation Transcript

  • 1. MCM 454: Final Creative Project
    BaharehKeshavarz
    FerdosKarimian
    WalaaYassin
    Professor Mohammad Ibahrine
  • 2. Situation Analysis
    Brief History
    New Look Campaign 2009
    Dior Addict Campaign 2010
    Recommended Campaign for ME
    Communication Brief
  • 3. The History of Dior
    The brand was established in 1946
    The first cosmetics line started in 1980s
    Dior has many boutiques in:
    US, Europe and the Middle East
    The first Dior ad for cosmetics, 1987
  • 4. The History of Dior
    Dior’s distinct brand identity
    “Fashionable Fabulousness”
    Dior relies on Centrally Conceived Campaigns
  • 5. Dior Ad Campaigns
  • 6. “New Look” Campaign Spring 2009
    Dior launched its “New Look” campaign for cosmetics in Europe and Middle East.
    The campaign tried to create associations between beauty and Dior products
    successful in Europe, US and also the Middle East
    Global ads with standardized advertising strategy
  • 7. “New Look” Campaign Spring 2009
    Same ads in Europe, US and ME
    Standardized approach
  • 8. “Dior Addict ”Campaign Spring 2010
    New cosmetics and fragrance line
    Creating positive associations between addiction and glamour
    “Dior Addict” main Headline and slogan
    Standardized advertising strategy
    Core Market: Europe
  • 9. “Dior Addict ”Controversy
    Semi periphery Market: US
    Campaign criticized by an advocacy organization called, “Detroit’s Drugs and Alcohol Recovery Org
    Counter Campaign, “Addiction is Not Fashionable”
  • 10. “Dior Addict ”Controversy
    The White House Office of National Drug Control Policy disapproved the campaign
    Dior ignored the controversy at first
    Recently decided to modify the campaign in US
  • 11. “Dior Addict ”Controversy
    Highly standardized campaign does not always communicate the same meaning in different cultures.
    Controversial verbal connotation led to failure in US
  • 12. Recommended Campaign for ME
    Localizing the Global “Dior Addict”
    Considering:
    Dual Coding Theory
    Verbal connotations (Language)
    Visual connotations (Sexual imagery)
  • 13. Recommended Campaign for ME
    “In Love with Dior”
    Translated into 2 languages
    Arabic and Persian
    Using Arab celebrities instead of European or Americans
    • Haifa Wahbe
    Considering Middle East’s different perception of beauty
  • 14. Recommended Campaign for ME
    “In Love with Dior”
    TEARS Model
    Celebrity and audience match up
    Celebrity and product match up
    Credibility
    Attractiveness
    Likability
    Similarity
    Trustworthiness
    Expertise
  • 15. Recommended Campaign for ME
    “In Love with Dior”
    Concept of Beauty in UAE
    Collectivist Culture
    Affective message Strategy
  • 16. Consumer insights
    Dior products fit into the Esteem section
    Women in UAE, considering cosmetics with direct impact on beauty and glamour
  • 17. Association Map
  • 18.
  • 19.
  • 20. Thank you