Lifestyle pitch
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  • 1. Lifestyle Fragrance Pitch 23 March 2011Wednesday 23 March 2011
  • 2. BUSINESS CHALLENGEWednesday 23 March 2011
  • 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. Establish the right mix of products. 4 Text TextWednesday 23 March 2011
  • 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 Double the business by end FY 11/12 7 Encourage shift in usage from special occasions to daily applicationWednesday 23 March 2011
  • 7. CONSUMER & MARKET RESEARCHWednesday 23 March 2011
  • 8. PROPOSED PRODUCT MIXWednesday 23 March 2011
  • 9. 3 fragrancesWednesday 23 March 2011
  • 10. why? • Target market relevance • Celebrity status • Tactical opportunities • Global brand recognitionWednesday 23 March 2011
  • 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. why not? • Brand name unknown in SA market • Key positioning & brand messaging not establishedWednesday 23 March 2011
  • 13. CONSUMER INSIGHTSWednesday 23 March 2011
  • 14. Other fragrances focus on the impact now. Focus on what you are doing Focus on sexual and performanceWednesday 23 March 2011
  • 15. We propose a shift from the sexual nature and immediate promise of attraction to…Wednesday 23 March 2011
  • 16. ...the influence fragrance has on creating who you are. Focus on creating and shaping your mood/fantasy.Wednesday 23 March 2011
  • 17. Scent of a Woman * Older, Wiser, Discerning, Decisive, Destination My Scent – My MoodWednesday 23 March 2011
  • 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. 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. 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. 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. 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. Emo Dark, moody, sensitive EmoWednesday 23 March 2011
  • 24. Arty Feminine, modern, hippie ArtyWednesday 23 March 2011
  • 25. Geeks Geeks Smart, modern, quirkyWednesday 23 March 2011
  • 26. Neo Mods Male, rockstar, modern, metro Neo ModsWednesday 23 March 2011
  • 27. Fluo Bright, Fun, Happy Fl uoWednesday 23 March 2011
  • 28. Funky/RnB Evolution of Hip Hop, cross cultural Funky /RnBWednesday 23 March 2011
  • 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. ? where do we reach these mood changersWednesday 23 March 2011
  • 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. 2 creative expressionsWednesday 23 March 2011
  • 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. 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. ROUTE 1Wednesday 23 March 2011
  • 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. 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. 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. ...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. The big ideaWednesday 23 March 2011
  • 41. MATCH YOUR MOOD Pick a fragrance for every youWednesday 23 March 2011
  • 42. Teaser phaseWednesday 23 March 2011
  • 43. •Brochure insert for Foschini data baseWednesday 23 March 2011
  • 44. 44Wednesday 23 March 2011
  • 45. 45Wednesday 23 March 2011
  • 46. 46Wednesday 23 March 2011
  • 47. Wednesday 23 March 2011
  • 48. •G-chat, MSN, Facebook chatWednesday 23 March 2011
  • 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. Wednesday 23 March 2011
  • 51. 51Wednesday 23 March 2011
  • 52. 52Wednesday 23 March 2011
  • 53. • fortune teller fish promotionWednesday 23 March 2011
  • 54. These “mood meters” are handed out by promoters in malls and can be tied in with promotions.Wednesday 23 March 2011
  • 55. These “mood meters” are handed out by promoters in malls and can be tied in with promotions.Wednesday 23 March 2011
  • 56. Launch phaseWednesday 23 March 2011
  • 57. PrintWednesday 23 March 2011
  • 58. Origami mood meter printWednesday 23 March 2011
  • 59. Wednesday 23 March 2011
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  • 62. 62Wednesday 23 March 2011
  • 63. 63Wednesday 23 March 2011
  • 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. 65Wednesday 23 March 2011
  • 66. 66Wednesday 23 March 2011
  • 67. 67Wednesday 23 March 2011
  • 68. Wednesday 23 March 2011
  • 69. Tactical TelevisionWednesday 23 March 2011
  • 70. Certain shows evoke specific moods. We will produce 5 second tags relating to specific fragrances.Wednesday 23 March 2011
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  • 77. 77Wednesday 23 March 2011
  • 78. 78Wednesday 23 March 2011
  • 79. Mobi siteWednesday 23 March 2011
  • 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. Wednesday 23 March 2011
  • 82. In storeWednesday 23 March 2011
  • 83. Heat-sensitive Interactive screenWednesday 23 March 2011
  • 84. Before people enter the store they have the opportunity to interact with the brand in an awesome way.Wednesday 23 March 2011
  • 85. Wednesday 23 March 2011
  • 86. Interactive display standWednesday 23 March 2011
  • 87. 87Wednesday 23 March 2011
  • 88. 88Wednesday 23 March 2011
  • 89. Wednesday 23 March 2011
  • 90. Floating displayWednesday 23 March 2011
  • 91. Wednesday 23 March 2011
  • 92. Wednesday 23 March 2011
  • 93. Wednesday 23 March 2011
  • 94. Wednesday 23 March 2011
  • 95. Changing roomsWednesday 23 March 2011
  • 96. 96Wednesday 23 March 2011
  • 97. Wednesday 23 March 2011
  • 98. Wednesday 23 March 2011
  • 99. Wednesday 23 March 2011
  • 100. HangersWednesday 23 March 2011
  • 101. 101Wednesday 23 March 2011
  • 102. 102Wednesday 23 March 2011
  • 103. 103Wednesday 23 March 2011
  • 104. Shoe-stand wobblersWednesday 23 March 2011
  • 105. Wednesday 23 March 2011
  • 106. Wednesday 23 March 2011
  • 107. Wednesday 23 March 2011
  • 108. Music in-storeWednesday 23 March 2011
  • 109. Give-awayWednesday 23 March 2011
  • 110. Mood  rings 110Wednesday 23 March 2011
  • 111. 111Wednesday 23 March 2011
  • 112. Out and aboutWednesday 23 March 2011
  • 113. Interactive heat sensitive counters Clubs/coffee shops/hairdressersWednesday 23 March 2011
  • 114. Matric rage/ Club activationsWednesday 23 March 2011
  • 115. AR stampsWednesday 23 March 2011
  • 116. Club stamps with an AR code play an animation related to a specific fragrance when scannedWednesday 23 March 2011
  • 117. Scented mood band Heat sensitive bands tie into the campaign and are an easy way to do samplingWednesday 23 March 2011
  • 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. Wednesday 23 March 2011
  • 120. Wednesday 23 March 2011
  • 121. Wednesday 23 March 2011
  • 122. Wednesday 23 March 2011
  • 123. ROUTE 2Wednesday 23 March 2011
  • 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. Who are these people?Wednesday 23 March 2011
  • 126. Our target market. How do we impress them? We can’t and we won’t.Wednesday 23 March 2011
  • 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. We want to take it one step further.Wednesday 23 March 2011
  • 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. 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. How it works:Wednesday 23 March 2011
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  • 145. FacebookWednesday 23 March 2011
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  • 147. 147Wednesday 23 March 2011
  • 148. TwitterWednesday 23 March 2011
  • 149. 149Wednesday 23 March 2011
  • 150. mixitWednesday 23 March 2011
  • 151. 151Wednesday 23 March 2011
  • 152. Mobisite/websiteWednesday 23 March 2011
  • 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. TeaserWednesday 23 March 2011
  • 155. On-line bannersWednesday 23 March 2011
  • 156. 156Wednesday 23 March 2011
  • 157. 157Wednesday 23 March 2011
  • 158. 158Wednesday 23 March 2011
  • 159. 159Wednesday 23 March 2011
  • 160. Direct mailerWednesday 23 March 2011
  • 161. 161Wednesday 23 March 2011
  • 162. 162Wednesday 23 March 2011
  • 163. MMS to Foschini account holdersWednesday 23 March 2011
  • 164. 164Wednesday 23 March 2011
  • 165. LaunchWednesday 23 March 2011
  • 166. In-storeWednesday 23 March 2011
  • 167. 167Wednesday 23 March 2011
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  • 170. 170Wednesday 23 March 2011
  • 171. 171Wednesday 23 March 2011
  • 172. Concert & Club ActivationWednesday 23 March 2011
  • 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. 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. 174Wednesday 23 March 2011
  • 176. 175Wednesday 23 March 2011
  • 177. OutdoorWednesday 23 March 2011
  • 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. 178Wednesday 23 March 2011
  • 180. Tactical TV: Valentine’s DayWednesday 23 March 2011
  • 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. Wednesday 23 March 2011
  • 183. Wednesday 23 March 2011
  • 184. Wednesday 23 March 2011
  • 185. PrintWednesday 23 March 2011
  • 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. 186Wednesday 23 March 2011
  • 188. 187Wednesday 23 March 2011
  • 189. 188Wednesday 23 March 2011
  • 190. USBWednesday 23 March 2011
  • 191. Give away branded flash disks with every bottle of Lifestyle perfume sold.Wednesday 23 March 2011
  • 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. Wednesday 23 March 2011
  • 194. Smart Phone AppsWednesday 23 March 2011
  • 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. Instagram App By downloading this smart phone instagram app, you can translate your photos into a fragrance too.Wednesday 23 March 2011
  • 197. Wednesday 23 March 2011
  • 198. Wednesday 23 March 2011
  • 199. Wednesday 23 March 2011
  • 200. Wednesday 23 March 2011
  • 201. match your mood: element summaryWednesday 23 March 2011
  • 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. 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. scent messages: element summaryWednesday 23 March 2011
  • 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. 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. CONCLUSION & SUMMARYWednesday 23 March 2011
  • 208. campaign roll outWednesday 23 March 2011
  • 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. 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. 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