Lifestyle Fragrance Pitch     23 March 2011Wednesday 23 March 2011
BUSINESS CHALLENGEWednesday 23 March 2011
1        2                          Develop 2 strong, holistic campaigns for the full year (FY 11/12)                     ...
Establish the right mix of products.          4                           Text                                       TextW...
5                      Connect, engage and interact with the consumer:                                  •                 ...
6              Double the business by end FY 11/12        7                 Encourage shift in usage from special occasion...
CONSUMER & MARKET           RESEARCHWednesday 23 March 2011
PROPOSED PRODUCT MIXWednesday 23 March 2011
3                     fragrancesWednesday 23 March 2011
why?            •   Target market relevance            •   Celebrity status            •   Tactical opportunities         ...
why not?                          • Previous launch in SA unsuccessful                          • 2008 focus groups reveal...
why not?     • Brand name unknown in SA market     • Key positioning &       brand messaging not establishedWednesday 23 M...
CONSUMER INSIGHTSWednesday 23 March 2011
Other fragrances focus on the                    impact now.                    Focus on what you are doing               ...
We propose a shift from the sexual nature              and immediate promise of attraction to…Wednesday 23 March 2011
...the influence fragrance has on creating                                          who you are.                          ...
Scent of a Woman                          * Older, Wiser, Discerning, Decisive, Destination                               ...
Informal Interviews were conducted across various shopping malls in fragrance retail stores.                             T...
Mood Changers                                          Conscious of their individuality                          Scent pla...
Mood Changers                 “I change colognes often, I have different fragrances for each season. I like CK for        ...
Youth Generation – The CO-Generation                                         Co-Creators                                  ...
Symrise Identifies that within the CO-Generation there are 6 Communities:                                                D...
Emo  Dark, moody, sensitive                           EmoWednesday 23 March 2011
Arty     Feminine, modern, hippie                                ArtyWednesday 23 March 2011
Geeks                  Geeks      Smart, modern, quirkyWednesday 23 March 2011
Neo Mods   Male, rockstar, modern, metro                                   Neo                                   ModsWedne...
Fluo     Bright, Fun, Happy                          Fl                          uoWednesday 23 March 2011
Funky/RnB  Evolution of Hip Hop,  cross cultural                          Funky                          /RnBWednesday 23 ...
So……              The Mood Changers want the freedom to express       the different versions of themselves and their diffe...
?       where do we reach these mood changersWednesday 23 March 2011
PATH-TO-PURCHASE                                                                                                          ...
2                   creative expressionsWednesday 23 March 2011
A Key Macro Trend                 Conspicuous Consumption      Conscious Consumption                 • Being showy        ...
The New Context:                          The Fast Changing World Of Marketing Communications                          OLD...
ROUTE        1Wednesday 23 March 2011
W       omen are complicated. We keep men lying                             awake at night trying to figure us out.       ...
As teenagers, we are not yet grown,     we are evolving. We are delicate supernova’s of     emotions and moods. We change ...
Lifestyle has the opportunity to take ownership of these ever    changing moods. Our campaign celebrates our changeability...
...By matching fragrances to moods,                    fragrances become a tool of daily            self-expression rather...
The big ideaWednesday 23 March 2011
MATCH YOUR MOOD                          Pick a fragrance for every youWednesday 23 March 2011
Teaser                          phaseWednesday 23 March 2011
•Brochure insert for Foschini                  data baseWednesday 23 March 2011
44Wednesday 23 March 2011
45Wednesday 23 March 2011
46Wednesday 23 March 2011
Wednesday 23 March 2011
•G-chat, MSN, Facebook chatWednesday 23 March 2011
• Certain words relating to mood can be identified in real             time chat. Software then activates a pop up ad rela...
Wednesday 23 March 2011
51Wednesday 23 March 2011
52Wednesday 23 March 2011
• fortune teller fish promotionWednesday 23 March 2011
These “mood meters” are handed out by promoters                  in malls and can be tied in with promotions.Wednesday 23 ...
These “mood meters” are handed out by promoters                  in malls and can be tied in with promotions.Wednesday 23 ...
Launch                          phaseWednesday 23 March 2011
PrintWednesday 23 March 2011
Origami mood meter printWednesday 23 March 2011
Wednesday 23 March 2011
60Wednesday 23 March 2011
61Wednesday 23 March 2011
62Wednesday 23 March 2011
63Wednesday 23 March 2011
Heat sensitive print ad          Heat sensitive paper changes colour when touched to reveal          your mood. Perfume sa...
65Wednesday 23 March 2011
66Wednesday 23 March 2011
67Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical TelevisionWednesday 23 March 2011
Certain shows evoke specific moods. We will produce 5                     second tags relating to specific fragrances.Wedn...
71Wednesday 23 March 2011
72Wednesday 23 March 2011
73Wednesday 23 March 2011
74Wednesday 23 March 2011
75Wednesday 23 March 2011
76Wednesday 23 March 2011
77Wednesday 23 March 2011
78Wednesday 23 March 2011
Mobi siteWednesday 23 March 2011
We are the go-to destination where girls learn about               themselves in their moods through a series of fun      ...
Wednesday 23 March 2011
In storeWednesday 23 March 2011
Heat-sensitive Interactive screenWednesday 23 March 2011
Before people enter the store they have the opportunity to interact with                               the brand in an awe...
Wednesday 23 March 2011
Interactive display standWednesday 23 March 2011
87Wednesday 23 March 2011
88Wednesday 23 March 2011
Wednesday 23 March 2011
Floating displayWednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing roomsWednesday 23 March 2011
96Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
HangersWednesday 23 March 2011
101Wednesday 23 March 2011
102Wednesday 23 March 2011
103Wednesday 23 March 2011
Shoe-stand wobblersWednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-storeWednesday 23 March 2011
Give-awayWednesday 23 March 2011
Mood	  rings                               110Wednesday 23 March 2011
111Wednesday 23 March 2011
Out and aboutWednesday 23 March 2011
Interactive heat sensitive counters                           Clubs/coffee shops/hairdressersWednesday 23 March 2011
Matric rage/ Club activationsWednesday 23 March 2011
AR stampsWednesday 23 March 2011
Club stamps with an AR code play an animation related to a                     specific fragrance when scannedWednesday 23...
Scented mood band            Heat sensitive bands tie into the campaign and are an easy                               way ...
Valentine’s day promotion                 Help the boys figure out their girlfriends moods.              Pre-valentines da...
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE   2Wednesday 23 March 2011
I  n a world where even the latest gossip is so 5                      minutes ago, no one can keep up with those who     ...
Who are these people?Wednesday 23 March 2011
Our target market.                          How do we impress them?                           We can’t and we won’t.Wednes...
This campaign will not even try.                             We want to create a platform that will                       ...
We want to take it one step further.Wednesday 23 March 2011
Perfume enhances the impression you make                        on the world.       This campaign wants to create a simila...
Imagine a world where your status updates, tweets and text                      messages can be enhanced with a digital sp...
How it works:Wednesday 23 March 2011
132Wednesday 23 March 2011
Wednesday 23 March 2011
134Wednesday 23 March 2011
135Wednesday 23 March 2011
136Wednesday 23 March 2011
137Wednesday 23 March 2011
138Wednesday 23 March 2011
139Wednesday 23 March 2011
140Wednesday 23 March 2011
141Wednesday 23 March 2011
142Wednesday 23 March 2011
143Wednesday 23 March 2011
144Wednesday 23 March 2011
FacebookWednesday 23 March 2011
146Wednesday 23 March 2011
147Wednesday 23 March 2011
TwitterWednesday 23 March 2011
149Wednesday 23 March 2011
mixitWednesday 23 March 2011
151Wednesday 23 March 2011
Mobisite/websiteWednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages, tweets               and status updates,    ...
TeaserWednesday 23 March 2011
On-line bannersWednesday 23 March 2011
156Wednesday 23 March 2011
157Wednesday 23 March 2011
158Wednesday 23 March 2011
159Wednesday 23 March 2011
Direct mailerWednesday 23 March 2011
161Wednesday 23 March 2011
162Wednesday 23 March 2011
MMS to Foschini account                                  holdersWednesday 23 March 2011
164Wednesday 23 March 2011
LaunchWednesday 23 March 2011
In-storeWednesday 23 March 2011
167Wednesday 23 March 2011
168Wednesday 23 March 2011
169Wednesday 23 March 2011
170Wednesday 23 March 2011
171Wednesday 23 March 2011
Concert & Club ActivationWednesday 23 March 2011
Message T-shirts                      As cool handouts, we want to give away T-shirts that have a                       pr...
Message T-shirts                      As cool handouts, we want to give away T-shirts that have a                       pr...
174Wednesday 23 March 2011
175Wednesday 23 March 2011
OutdoorWednesday 23 March 2011
Message Walls           We would like to place an electronic billboard at concerts         and shopping malls. Concert-goe...
178Wednesday 23 March 2011
Tactical TV: Valentine’s DayWednesday 23 March 2011
15 seconds to express yourself on TV!           The best Scent Messages sent from a Foschini store before           Valent...
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
PrintWednesday 23 March 2011
These ads will contain a Scented Message, complete with a           beautiful design, a peel-away fragrance tester and a c...
186Wednesday 23 March 2011
187Wednesday 23 March 2011
188Wednesday 23 March 2011
USBWednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle                                perfume sold.Wednesday 23 Marc...
These flash disks will look different for each of the different fragrance            brands and contain a selection of coo...
Wednesday 23 March 2011
Smart Phone AppsWednesday 23 March 2011
Scent Message Folder App                               Users have an additional folder on their phones,                   ...
Instagram App             By downloading this smart phone instagram app, you can                   translate your photos i...
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood:    element summaryWednesday 23 March 2011
TEASER                                                            Direc                                                   ...
REVEAL                                                                           Print “origami” & “heat “                ...
scent messages:                          element summaryWednesday 23 March 2011
TEASER                                                                           Onlin                                    ...
REVEAL                                                                                               Print “origami” & “he...
CONCLUSION & SUMMARYWednesday 23 March 2011
campaign roll outWednesday 23 March 2011
MATCH YOUR MOOD    MATCH	  YOUR	  MOOD                                                                                    ...
SCENT MESSAGES     SCENT	  MESSAGES                                                                                   Jun ...
Odors have a power of persuasion stronger than that of words,          appearances, emotions, or will. The persuasive powe...
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Lifestyle pitch

  1. 1. Lifestyle Fragrance Pitch 23 March 2011Wednesday 23 March 2011
  2. 2. BUSINESS CHALLENGEWednesday 23 March 2011
  3. 3. 1 2 Develop 2 strong, holistic campaigns for the full year (FY 11/12) to establish the Lifestyle category in South Africa, focusing on the main brands of the P&G Lifestyle Portfolio. Conceptualize innovative creative solutions 3 that create in store disruption with sampling activity to drive trial and build equity. Conceptualize a strong, holistic campaign with multiple touch points, providing a category solution that will drive feet in store and create retail disruption.Wednesday 23 March 2011
  4. 4. Establish the right mix of products. 4 Text TextWednesday 23 March 2011
  5. 5. 5 Connect, engage and interact with the consumer: • • • • 13 to 25 year olds Upgrading from mainstream to lifestyle Female bias category Value seekers She sees She Feels She Thinks She Does Lots of choices Confused “I want to be original Buys “same old” fragrance Disorganized Overwhelmed and express myself in my or will try whatever is on Stocked poorly Frustrated own unique way” promotionWednesday 23 March 2011
  6. 6. 6 Double the business by end FY 11/12 7 Encourage shift in usage from special occasions to daily applicationWednesday 23 March 2011
  7. 7. CONSUMER & MARKET RESEARCHWednesday 23 March 2011
  8. 8. PROPOSED PRODUCT MIXWednesday 23 March 2011
  9. 9. 3 fragrancesWednesday 23 March 2011
  10. 10. why? • Target market relevance • Celebrity status • Tactical opportunities • Global brand recognitionWednesday 23 March 2011
  11. 11. why not? • Previous launch in SA unsuccessful • 2008 focus groups revealed negative & impartial consumer attitudes • Potential dilution of D&G “Collection” equityWednesday 23 March 2011
  12. 12. why not? • Brand name unknown in SA market • Key positioning & brand messaging not establishedWednesday 23 March 2011
  13. 13. CONSUMER INSIGHTSWednesday 23 March 2011
  14. 14. Other fragrances focus on the impact now. Focus on what you are doing Focus on sexual and performanceWednesday 23 March 2011
  15. 15. We propose a shift from the sexual nature and immediate promise of attraction to…Wednesday 23 March 2011
  16. 16. ...the influence fragrance has on creating who you are. Focus on creating and shaping your mood/fantasy.Wednesday 23 March 2011
  17. 17. Scent of a Woman * Older, Wiser, Discerning, Decisive, Destination My Scent – My MoodWednesday 23 March 2011
  18. 18. Informal Interviews were conducted across various shopping malls in fragrance retail stores. This methodology identified 3 types of fragrance users: Occasional Users Mood Changers Signature UsersWednesday 23 March 2011
  19. 19. Mood Changers Conscious of their individuality Scent plays a role in defining who they want to be at that moment. Fragrance is more than a product - It’s a lifestyle An extension of self. “Youth are no longer saying that I am a disciple of the brand, they are now saying that the brand is an ingredient of me”Wednesday 23 March 2011
  20. 20. Mood Changers “I change colognes often, I have different fragrances for each season. I like CK for summer and Paco Robanne for Winter.” “I have a collection of fragrances, I just choose what to use depending on my mood or what I’m going to be doing” “I use different fragrances for different occasions – funerals, going to work, chilling with friends, when my man is coming over – I have enough to go around” “I wear different fragrances per week, but that one specifically, I wear when I’m going somewhere special”Wednesday 23 March 2011
  21. 21. Youth Generation – The CO-Generation Co-Creators Collaborators Customizers “The easiest way to get consumers to notice your content is to get them to create it”Wednesday 23 March 2011
  22. 22. Symrise Identifies that within the CO-Generation there are 6 Communities: Drivers for the communities: Music Lifestyle Icons Fashion and beauty brands Age “We will find that in a bid to define their individual and collective self, they will cut and paste from many a source”Wednesday 23 March 2011
  23. 23. Emo Dark, moody, sensitive EmoWednesday 23 March 2011
  24. 24. Arty Feminine, modern, hippie ArtyWednesday 23 March 2011
  25. 25. Geeks Geeks Smart, modern, quirkyWednesday 23 March 2011
  26. 26. Neo Mods Male, rockstar, modern, metro Neo ModsWednesday 23 March 2011
  27. 27. Fluo Bright, Fun, Happy Fl uoWednesday 23 March 2011
  28. 28. Funky/RnB Evolution of Hip Hop, cross cultural Funky /RnBWednesday 23 March 2011
  29. 29. So…… The Mood Changers want the freedom to express the different versions of themselves and their different moods. Expressive / experiential / immersiveWednesday 23 March 2011
  30. 30. ? where do we reach these mood changersWednesday 23 March 2011
  31. 31. PATH-TO-PURCHASE Brand A blueprint to guide the  Touc hpoin ts development of a campaign from painting a rich portrait of the shopper, her needs, wants . . . and behaviors, to Need Assessment understanding where and when Need Trigger Shopping List she would be receptive to what kind of messaging to . Assessment (Product / Brand) . . Planning recommending the touch points PRE-PURCHASE . that would best resonate with . Consumption her . POST-PURCHASE . . .. . EVALUATION Entrance Storage IN-STORE EXPERIENCE Search & Discovery Unpacking Evaluation Bra ts oin nd   Brand Selection Assessment hp Tou (In-store Experience) Actual Purchase uc chp  To nd oin Bra tsWednesday 23 March 2011
  32. 32. 2 creative expressionsWednesday 23 March 2011
  33. 33. A Key Macro Trend Conspicuous Consumption Conscious Consumption • Being showy • Searching for meaning • Status experiences • Valuable experiences • Over the top • Understated • Expensive = value • Substance = value • Manufactured experiences • Authentic experiencesWednesday 23 March 2011
  34. 34. The New Context: The Fast Changing World Of Marketing Communications OLD NEW Messages Conversations Static Dynamic Saying Doing Look & Feel Experience Aspiration Authenticity Touch points Engagements Audience CommunityWednesday 23 March 2011
  35. 35. ROUTE 1Wednesday 23 March 2011
  36. 36. W omen are complicated. We keep men lying awake at night trying to figure us out. We are mysterious and full of contradictions. A nd that’s when we finally figure out who we are and what we want.Wednesday 23 March 2011
  37. 37. As teenagers, we are not yet grown, we are evolving. We are delicate supernova’s of emotions and moods. We change our minds and swing our moods and do it a few times daily.Wednesday 23 March 2011
  38. 38. Lifestyle has the opportunity to take ownership of these ever changing moods. Our campaign celebrates our changeability and acknowledges that it’s how we grow and discover ourselves...Wednesday 23 March 2011
  39. 39. ...By matching fragrances to moods, fragrances become a tool of daily self-expression rather than something reserved for special occasions.Wednesday 23 March 2011
  40. 40. The big ideaWednesday 23 March 2011
  41. 41. MATCH YOUR MOOD Pick a fragrance for every youWednesday 23 March 2011
  42. 42. Teaser phaseWednesday 23 March 2011
  43. 43. •Brochure insert for Foschini data baseWednesday 23 March 2011
  44. 44. 44Wednesday 23 March 2011
  45. 45. 45Wednesday 23 March 2011
  46. 46. 46Wednesday 23 March 2011
  47. 47. Wednesday 23 March 2011
  48. 48. •G-chat, MSN, Facebook chatWednesday 23 March 2011
  49. 49. • Certain words relating to mood can be identified in real time chat. Software then activates a pop up ad relating to the chatter’s current mood. • Facebook, Gmail and MSN chat have profile details on age, location and gender which make targeting easy.Wednesday 23 March 2011
  50. 50. Wednesday 23 March 2011
  51. 51. 51Wednesday 23 March 2011
  52. 52. 52Wednesday 23 March 2011
  53. 53. • fortune teller fish promotionWednesday 23 March 2011
  54. 54. These “mood meters” are handed out by promoters in malls and can be tied in with promotions.Wednesday 23 March 2011
  55. 55. These “mood meters” are handed out by promoters in malls and can be tied in with promotions.Wednesday 23 March 2011
  56. 56. Launch phaseWednesday 23 March 2011
  57. 57. PrintWednesday 23 March 2011
  58. 58. Origami mood meter printWednesday 23 March 2011
  59. 59. Wednesday 23 March 2011
  60. 60. 60Wednesday 23 March 2011
  61. 61. 61Wednesday 23 March 2011
  62. 62. 62Wednesday 23 March 2011
  63. 63. 63Wednesday 23 March 2011
  64. 64. Heat sensitive print ad Heat sensitive paper changes colour when touched to reveal your mood. Perfume samples can be integrated into the ad.Wednesday 23 March 2011
  65. 65. 65Wednesday 23 March 2011
  66. 66. 66Wednesday 23 March 2011
  67. 67. 67Wednesday 23 March 2011
  68. 68. Wednesday 23 March 2011
  69. 69. Tactical TelevisionWednesday 23 March 2011
  70. 70. Certain shows evoke specific moods. We will produce 5 second tags relating to specific fragrances.Wednesday 23 March 2011
  71. 71. 71Wednesday 23 March 2011
  72. 72. 72Wednesday 23 March 2011
  73. 73. 73Wednesday 23 March 2011
  74. 74. 74Wednesday 23 March 2011
  75. 75. 75Wednesday 23 March 2011
  76. 76. 76Wednesday 23 March 2011
  77. 77. 77Wednesday 23 March 2011
  78. 78. 78Wednesday 23 March 2011
  79. 79. Mobi siteWednesday 23 March 2011
  80. 80. We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests. Results are linked to facebook or twitter, creating talking points about the Match your Mood campaign on line. Teaser phase G chat, MSN chat and Facebook chat push users to the site.Wednesday 23 March 2011
  81. 81. Wednesday 23 March 2011
  82. 82. In storeWednesday 23 March 2011
  83. 83. Heat-sensitive Interactive screenWednesday 23 March 2011
  84. 84. Before people enter the store they have the opportunity to interact with the brand in an awesome way.Wednesday 23 March 2011
  85. 85. Wednesday 23 March 2011
  86. 86. Interactive display standWednesday 23 March 2011
  87. 87. 87Wednesday 23 March 2011
  88. 88. 88Wednesday 23 March 2011
  89. 89. Wednesday 23 March 2011
  90. 90. Floating displayWednesday 23 March 2011
  91. 91. Wednesday 23 March 2011
  92. 92. Wednesday 23 March 2011
  93. 93. Wednesday 23 March 2011
  94. 94. Wednesday 23 March 2011
  95. 95. Changing roomsWednesday 23 March 2011
  96. 96. 96Wednesday 23 March 2011
  97. 97. Wednesday 23 March 2011
  98. 98. Wednesday 23 March 2011
  99. 99. Wednesday 23 March 2011
  100. 100. HangersWednesday 23 March 2011
  101. 101. 101Wednesday 23 March 2011
  102. 102. 102Wednesday 23 March 2011
  103. 103. 103Wednesday 23 March 2011
  104. 104. Shoe-stand wobblersWednesday 23 March 2011
  105. 105. Wednesday 23 March 2011
  106. 106. Wednesday 23 March 2011
  107. 107. Wednesday 23 March 2011
  108. 108. Music in-storeWednesday 23 March 2011
  109. 109. Give-awayWednesday 23 March 2011
  110. 110. Mood  rings 110Wednesday 23 March 2011
  111. 111. 111Wednesday 23 March 2011
  112. 112. Out and aboutWednesday 23 March 2011
  113. 113. Interactive heat sensitive counters Clubs/coffee shops/hairdressersWednesday 23 March 2011
  114. 114. Matric rage/ Club activationsWednesday 23 March 2011
  115. 115. AR stampsWednesday 23 March 2011
  116. 116. Club stamps with an AR code play an animation related to a specific fragrance when scannedWednesday 23 March 2011
  117. 117. Scented mood band Heat sensitive bands tie into the campaign and are an easy way to do samplingWednesday 23 March 2011
  118. 118. Valentine’s day promotion Help the boys figure out their girlfriends moods. Pre-valentines day, boys are given the help they need to decipher their girlfriends moods in the form of a heat sensitive mood band. A perfume to suit is recommended as a Valentine’s gift.Wednesday 23 March 2011
  119. 119. Wednesday 23 March 2011
  120. 120. Wednesday 23 March 2011
  121. 121. Wednesday 23 March 2011
  122. 122. Wednesday 23 March 2011
  123. 123. ROUTE 2Wednesday 23 March 2011
  124. 124. I n a world where even the latest gossip is so 5 minutes ago, no one can keep up with those who know it all and want it all. They are the most critical audience in the world the generation who are driving trends towards extinction faster than we can create them.Wednesday 23 March 2011
  125. 125. Who are these people?Wednesday 23 March 2011
  126. 126. Our target market. How do we impress them? We can’t and we won’t.Wednesday 23 March 2011
  127. 127. This campaign will not even try. We want to create a platform that will allow us as a brand to stand back and let our target market drive the show. At its core, the campaign will use the only constant in a vortex of change: social media. Our target market are people who live their lives through digital, social media. This is where they express themselves.Wednesday 23 March 2011
  128. 128. We want to take it one step further.Wednesday 23 March 2011
  129. 129. Perfume enhances the impression you make on the world. This campaign wants to create a similar link between social media and the effect of perfume in a fresh new way.Wednesday 23 March 2011
  130. 130. Imagine a world where your status updates, tweets and text messages can be enhanced with a digital spritz of perfume. Every point of contact with social media becomes an opportunity to enhance your updates, tweets and texts with a digital spritz that expresses your feelings in the same way your real perfume does. We offer a unique service to consumers, always linking it back to our perfumes by encouraging them to try out the fragrance that best suits their ‘translated’, digitally spritzed message.Wednesday 23 March 2011
  131. 131. How it works:Wednesday 23 March 2011
  132. 132. 132Wednesday 23 March 2011
  133. 133. Wednesday 23 March 2011
  134. 134. 134Wednesday 23 March 2011
  135. 135. 135Wednesday 23 March 2011
  136. 136. 136Wednesday 23 March 2011
  137. 137. 137Wednesday 23 March 2011
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  141. 141. 141Wednesday 23 March 2011
  142. 142. 142Wednesday 23 March 2011
  143. 143. 143Wednesday 23 March 2011
  144. 144. 144Wednesday 23 March 2011
  145. 145. FacebookWednesday 23 March 2011
  146. 146. 146Wednesday 23 March 2011
  147. 147. 147Wednesday 23 March 2011
  148. 148. TwitterWednesday 23 March 2011
  149. 149. 149Wednesday 23 March 2011
  150. 150. mixitWednesday 23 March 2011
  151. 151. 151Wednesday 23 March 2011
  152. 152. Mobisite/websiteWednesday 23 March 2011
  153. 153. This will be the digital portal where you can create beautiful text messages, tweets and status updates, and link them to any social media you want. It is also the nerve centre through which SMS’s, MixIt Messages, tweets and Facebook status updates are translated and redirected to the relevant mobile phones or social media pages where they will appear. The originator of the message will always receive a link where she can discover which fragrance best suits her translated message.Wednesday 23 March 2011
  154. 154. TeaserWednesday 23 March 2011
  155. 155. On-line bannersWednesday 23 March 2011
  156. 156. 156Wednesday 23 March 2011
  157. 157. 157Wednesday 23 March 2011
  158. 158. 158Wednesday 23 March 2011
  159. 159. 159Wednesday 23 March 2011
  160. 160. Direct mailerWednesday 23 March 2011
  161. 161. 161Wednesday 23 March 2011
  162. 162. 162Wednesday 23 March 2011
  163. 163. MMS to Foschini account holdersWednesday 23 March 2011
  164. 164. 164Wednesday 23 March 2011
  165. 165. LaunchWednesday 23 March 2011
  166. 166. In-storeWednesday 23 March 2011
  167. 167. 167Wednesday 23 March 2011
  168. 168. 168Wednesday 23 March 2011
  169. 169. 169Wednesday 23 March 2011
  170. 170. 170Wednesday 23 March 2011
  171. 171. 171Wednesday 23 March 2011
  172. 172. Concert & Club ActivationWednesday 23 March 2011
  173. 173. Message T-shirts As cool handouts, we want to give away T-shirts that have a programmable vinyl display stitched into the material. The wearer can use her mobile phone to send a message straight to the shirt.Wednesday 23 March 2011
  174. 174. Message T-shirts As cool handouts, we want to give away T-shirts that have a programmable vinyl display stitched into the material. The wearer can use her mobile phone to send a message straight to the shirt.Wednesday 23 March 2011
  175. 175. 174Wednesday 23 March 2011
  176. 176. 175Wednesday 23 March 2011
  177. 177. OutdoorWednesday 23 March 2011
  178. 178. Message Walls We would like to place an electronic billboard at concerts and shopping malls. Concert-goers and shopaholics alike can SMS messages to interactive billboards.Wednesday 23 March 2011
  179. 179. 178Wednesday 23 March 2011
  180. 180. Tactical TV: Valentine’s DayWednesday 23 March 2011
  181. 181. 15 seconds to express yourself on TV! The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV. This would be the ultimate way make sure your Valentine’s Scent Message reaches the widest possible audience.Wednesday 23 March 2011
  182. 182. Wednesday 23 March 2011
  183. 183. Wednesday 23 March 2011
  184. 184. Wednesday 23 March 2011
  185. 185. PrintWednesday 23 March 2011
  186. 186. These ads will contain a Scented Message, complete with a beautiful design, a peel-away fragrance tester and a call to action to visit our website.Wednesday 23 March 2011
  187. 187. 186Wednesday 23 March 2011
  188. 188. 187Wednesday 23 March 2011
  189. 189. 188Wednesday 23 March 2011
  190. 190. USBWednesday 23 March 2011
  191. 191. Give away branded flash disks with every bottle of Lifestyle perfume sold.Wednesday 23 March 2011
  192. 192. These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones, screen-savers and music.Wednesday 23 March 2011
  193. 193. Wednesday 23 March 2011
  194. 194. Smart Phone AppsWednesday 23 March 2011
  195. 195. Scent Message Folder App Users have an additional folder on their phones, to add to their existing Inbox, Outbox etc. This folder will automatically save all your Scent Messages.Wednesday 23 March 2011
  196. 196. Instagram App By downloading this smart phone instagram app, you can translate your photos into a fragrance too.Wednesday 23 March 2011
  197. 197. Wednesday 23 March 2011
  198. 198. Wednesday 23 March 2011
  199. 199. Wednesday 23 March 2011
  200. 200. Wednesday 23 March 2011
  201. 201. match your mood: element summaryWednesday 23 March 2011
  202. 202. TEASER Direc t Mai G-cha Print ler Face t, MM Guer book S Ch illa s “moo at ampl d wor ing (f d ortun s” e tell er) . . . Need Assessment Need Trigger Shopping List . Assessment (Product / Brand) . . Planning PRE-PURCHASE . Consumption . POST-PURCHASE . . . .. . EVALUATION Entrance IN-STORE Storage EXPERIENCE Search & Discovery Evaluation Unpacking Brand Selection Assessment (In-store Experience) Actual PurchaseWednesday 23 March 2011
  203. 203. REVEAL Print “origami” & “heat “ TV (Program sponsorship) Advertorials Mobi Banners & Mobi Site Interacive Counter top branding (coffee shops, night clubs, hair salons ) Tactical Activations (Matric Rage, Valentines Day) . . . Need Trigger Need Assessment Shopping List . Assessment (Product / Brand) . . PRE-PURCHASE Planning . Consumption POST-PURCHASE . . . . .. . EVALUATION Entrance IN-STORE Storage EXPERIENCE Search & Discovery Evaluation Unpacking Brand Selection Assessment (In-store Experience) Actual Purchase Display Stand & Window Displays Change Rooms Tactical category branding (Clothing hangers, footwear shelf strips)Wednesday 23 March 2011
  204. 204. scent messages: element summaryWednesday 23 March 2011
  205. 205. TEASER Onlin e ban Mixit ners Twitt Micro er Direc site t Ma Print iler . . . Need Assessment Need Trigger . . Shopping List Assessment (Product / Brand) . PRE-PURCHASE Planning . Consumption . POST-PURCHASE . . . .. . EVALUATION Entrance IN-STORE Storage EXPERIENCE Search & Discovery Evaluation Unpacking Brand Selection Assessment (In-store Experience) Actual PurchaseWednesday 23 March 2011
  206. 206. REVEAL Print “origami” & “heat “ TV (Program sponsorship) Advertorials Outbound Mobile Messaging Concert & Club activations Message Walls (outdoor) Electronic Billboards Tactical TV Smart Phone Apps . . . Print Need Assessment Need Trigger Shopping List . Assessment (Product / Brand) . . Planning PRE-PURCHASE . Consumption . POST-PURCHASE . . . .. . EVALUATION Entrance Storage IN-STORE EXPERIENCE Search & Discovery Evaluation Unpacking Brand Selection Assessment Actual Purchase (In-store Experience) Digital Display Stand (interactive) In store promotionsWednesday 23 March 2011
  207. 207. CONCLUSION & SUMMARYWednesday 23 March 2011
  208. 208. campaign roll outWednesday 23 March 2011
  209. 209. MATCH YOUR MOOD MATCH  YOUR  MOOD Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul TEASER  -­‐  Direct  Mailer                              -­‐  Print                              -­‐  G  Chat                              -­‐  MMS  Chat                              -­‐  Facebook  mood  words                              -­‐  Guerilla  Sampling  (fortune  teller)                             REVEAL  -­‐  Print                              -­‐  TV                              -­‐  Display  Stand                              -­‐  Micro  Site                              -­‐  Change  Rooms                              -­‐  TacKcal  Category  Branding  (clothing  hangers,  footwear  shelf  strips)                              -­‐  mobi  banners  &  mobi  site                              -­‐  InteracKve  counter  top  branding                                -­‐  TacKcal  AcKvaKons                              Wednesday 23 March 2011
  210. 210. SCENT MESSAGES SCENT  MESSAGES Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul TEASER  -­‐  Direct  Mailer                              -­‐  Print                              -­‐  Micro  Site                              -­‐  Mixit                              -­‐  TwiSer                              -­‐  Online  Banners                             REVEAL  -­‐  Print                              -­‐  TV                              -­‐  Display  Stand                              -­‐  Outbound  Mobile  Messaging                                -­‐  TacKcal  AcKvaKons  (concerts  &  clubs)                              -­‐  Message  Walls                              -­‐  Electronic  Billboards                              -­‐  TacKcal  TV                              -­‐  In  store  promoKons                              -­‐  Smart  Phone  Apps                            Wednesday 23 March 2011
  211. 211. Odors have a power of persuasion stronger than that of words, appearances, emotions, or will. The persuasive power of an odor cannot be fended off, it enters into us like breath into our lungs, it fills us up, it imbues us totally. There is no remedy for it. - Patrick SüskindWednesday 23 March 2011
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