2. 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. George Henshaw
3. SUMMARY Presentation of the perfume Presentation of the campaign Analysis of the adverts The objectives of the campaign Target Market Previouscampaigns Competitors Is the campaign compatible with the objectives? George Henshaw
6. THE CAMPAIGN Agency: Mlle Noï– dedicated to the luxury and fashionuniverse TV production: K-Roll Music: Alexandre Geindre Photography: Sébastien Kim Model: Jessica Stam George Henshaw
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8. Press Magazine (from September to December) Cosmopolitain, Elle, Gala, Marie Claire, Grazia,Psychologies magazine, Glamour
10. THE CAMPAIGN UNDER THE LINE ADVERTISING EVENT: Soirée in Paris atTheatre Mogador on the 10th Sept Guests: 1300 sales advisors Theme of evening: Mystery investigation involving the guestsand a 3D animation George Henshaw
14. ANALYSIS OF THE ADVERTS Press: Marie Claire – Octoberedition TV: Seen on TF1 / M6 / Canal+ and TNT HEROINE: Black Dressand black gloves Cat ears and cat eyeswithmakeup Independant and confident Glamorous and sophisticated ResemblesCatwomanfrom Batman series (yousee a shadow of a cat at the beginning of the commercial) Ribbonisher power Fantasist and magical A heroine of mischiefonce night falls? George Henshaw
15. 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) George Henshaw
16. PARIS: Shows the romanticand seductive aspect of the fragrance It’s the city of love, culture and fashion (sophistication) Reinforces the factthat the perfumeis French Wouldbeveryappealing to other countries (the Eiffel tower has a powerfulmeaningof luxuryabroad) MUSIC: Resembles a songthatcouldbefound in a Batman movie – Gotham city is the city of Mischief and isalwaysdark The whisperingvoicebacks up the ideathatmischiefis happening on the roof tops of Paris once the night falls George Henshaw
17. SLOGAN: ‘Discover the new mischieviousfragrance’reinforces the idea of the heroinebeinglike a cat at night Keeps the elegant and seductivetouch 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. George Henshaw
18. OBJECTIVES OF THE CAMPAIGN CHANGE POSITIONING Change the attitude towardstheir brand Why? To reach a new targetmarket of 25 to 35 yearold active women How? Introducing a sophisticated and seductiveperfumeappropriate for womenwho are more independent Previouspositioningwasappealing to 18 to 25 yearoldswith ‘Nina’ George Henshaw
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20. EXAMPLE OF A PREVIOUS CAMPAIGNS ‘Nina’ from NINA RICCI George Henshaw
21. The aim of the campaignwas to rejuvenate the brand to approachthe 18 to 25 yearolds. The pricewas 25% lowerthan ‘Ricci Ricci’ and therefore more accessible to a youngermarket. The campaignwasalsobaseduponfantasy and a fairy tale. But ‘Nina’ did not have the seductiveand sophistication that the ‘Ricci Ricci’ advert has. At the time of ‘Nina’, itwas the onlyperfume to opt for a more magical and fairy tale approachratherthan the sexy approachused by competitors George Henshaw
22. COMPETITORS The 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 George Henshaw
24. IS THE CAMPAIGN COMPATIBLE WITH THE OBJECTIVES? In my opinion, the campaignshouldbe a success: The coretargetmarket corresponds to the change of positioning The correct media isused to reach the targetmarket The campaignassembledPress, TV and event communication The creativeworksends the right message to the viewers, thereis no ambiguity(mostviewersseem to enjoy the advert and understand the message beingtransmitted) The timing of the campaignis good building up to christmas George Henshaw
25. RECOMMENDATIONS Creating more internet buzzcould have created a bit more excitement about the launch There couldbesomemisguided communication with the pinkribbonrepresentingbreast cancer. Theycould have a percentage of everypurchasethatgoes to Breast Cancer research. There is no apparent reason to why the fragrance iscalled ‘Ricci Ricci’ apartfrom the factitis in honour of Nina Ricci. Atfirt the namewasgoing to becalled ‘Capricci’ associating ‘Caprices’ with ‘Ricci’. That name has more of a meaningthan Ricci Ricci. George Henshaw
26. THANK YOU FOR YOUR ATTENTION GEORGE HENSHAW George Henshaw
27. THANK YOU FOR YOUR ATTENTION GEORGE HENSHAW George Henshaw
