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