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Yuppies .young. .urban. .professionals.
Our Clients
Awards
 
Reason to trust
The Competitive Set
The Brand Wheel Essence:  FORBIDDEN PLEASURE VALUES It  makes me feel pampered I  feel attached to  an exceptional group I...
The Target Market Female Early 20s – 50s Independent and active lifestyle Intimate Apparel Enthusiast
Minimal resources Abundant resources Principle Status Action ACHIEVERS EXPERIENCERS FULFILLED ACTUALIZERS (Orientation)
CULTURE MONEY Culture  Elite Money  Elite Ordinary  Culture Ordinary  Money More resources Less Resources Middle  Culture ...
CHALLENGERS REALISTS FINANCIAL MATURITY High Low
The Positioning Statement <ul><li>For women  </li></ul><ul><li>who want to be desired and satisfied  </li></ul><ul><li>Age...
The USP <ul><li>it’s what’s underneath that counts </li></ul>
The Opportunity <ul><li>Advertising of  </li></ul><ul><li>Agent Provocateur's Autumn/Winter 2010 collection </li></ul>AUTU...
The Objective <ul><li>BRAND PURCHASE INTENTION </li></ul><ul><ul><li>increase the overall sales of the company by driving ...
The Goals <ul><li>Promote Autumn-Winter 2010 collection  </li></ul>Create awareness of the collection Assure the preferenc...
Media Plan & Budgeting
Media Plan
Budgeting MEDIA COST PRINT £  72,880 CINEMA £  798,000 OUTDOOR £  157,500 ONLINE £  6,000 TOTAL £ 1,034,380
Creative Advertising Idea
<ul><li>Main Idea of the Campaign </li></ul>Image of the campaign Stylized Flapper ripping off her corset Message Releasin...
 
Video Storyboard
A woman fights with her partner at home. The man is yelling and making her burst into tears.
“ Woman,  know your limits!”
After the fight, the woman rushes to the boudoir. She falls on the bed deeply grieving over her life. She is lost, disappo...
The woman rips off the corset that tightens her body. She   utters a sigh of relief.   She is lit up wearing sexy Agent Pr...
The woman is heading to the club. She is driving up in a luxury car wearing a mink coat. She is ready to turn the world up...
She enters the club. Everybody’s jaws drop to the floor. Everybody is amazed with her beauty and charm and her courage. Sh...
She presents her flawless body on the stage. Being thrilled, she is singing, dancing. She savours the feeling of freedom a...
 
Print Advertisement
Mobile Advertisement - Cab
Out-of-Home
Online
Online
Pre-test Evaluation <ul><ul><li>Method: </li></ul></ul><ul><ul><li>Diagnostic </li></ul></ul><ul><ul><li>Qualitative Resea...
Outcomes Advertising  Campaign <ul><ul><li>- Aroused interest in the new collection </li></ul></ul><ul><ul><li>- Strongly ...
Post-test Evaluation <ul><li>Method </li></ul><ul><li>Quantitative research: survey </li></ul><ul><li>Respondents: same sa...
Summary Brand Essence Positioning Statement USP Advertising Campaign Evaluation
Yuppies .young.urban.professionals . Akanksha Seth  Media Planner Anastasia Popova  Account Planner Anna Abramova  Account...
Thank You ©2010
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Agent Provocateur Pitch

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Project for the Advertising and Brand Delivery Module

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Agent Provocateur Pitch

  1. 1. Yuppies .young. .urban. .professionals.
  2. 2. Our Clients
  3. 3. Awards
  4. 5. Reason to trust
  5. 6. The Competitive Set
  6. 7. The Brand Wheel Essence: FORBIDDEN PLEASURE VALUES It makes me feel pampered I feel attached to an exceptional group It makes me feel self-confident I deserve it It makes me feel like a temptress I feel I am getting the best It excites me It makes me want to try the brand again BENEFITS It helps to create the atmosphere of indulging in sensual pleasure and desires It captures his imagination It moulds and shapes every type of figure My man loves it It makes me look effortlessly elegant It works from boardroom to bedroom It unlocks my innermost desires ATTRIBUTES I mpeccable quality E xclusive range of various product lines S candalous luxury lingerie brand PERSONALITY E xtraordinary E licit L a femme fatal P layful S pontaneous S ophisticated N aughty A llure P rovoking C lassy P osh S tunning S timulating
  7. 8. The Target Market Female Early 20s – 50s Independent and active lifestyle Intimate Apparel Enthusiast
  8. 9. Minimal resources Abundant resources Principle Status Action ACHIEVERS EXPERIENCERS FULFILLED ACTUALIZERS (Orientation)
  9. 10. CULTURE MONEY Culture Elite Money Elite Ordinary Culture Ordinary Money More resources Less Resources Middle Culture Middle Money Balanced Elite Balanced Middle Balanced Ordinary
  10. 11. CHALLENGERS REALISTS FINANCIAL MATURITY High Low
  11. 12. The Positioning Statement <ul><li>For women </li></ul><ul><li>who want to be desired and satisfied </li></ul><ul><li>Agent Provocateur </li></ul><ul><li>is sexy luxury lingerie </li></ul><ul><li>that provides </li></ul><ul><li>an atmosphere of sensual pleasure. </li></ul><ul><li>Unlike the other </li></ul><ul><li>either too basic or too tarty lingerie with limited range, </li></ul><ul><li>Agent Provocateur </li></ul><ul><li>offers the most sophisticated sensuality embracing femininity </li></ul><ul><li>from boardroom to boudoir. </li></ul>
  12. 13. The USP <ul><li>it’s what’s underneath that counts </li></ul>
  13. 14. The Opportunity <ul><li>Advertising of </li></ul><ul><li>Agent Provocateur's Autumn/Winter 2010 collection </li></ul>AUTUMN WINTER 2010 COLLECTION
  14. 15. The Objective <ul><li>BRAND PURCHASE INTENTION </li></ul><ul><ul><li>increase the overall sales of the company by driving the existing user base to the recently launched Autumn Winter 2010 collection </li></ul></ul>
  15. 16. The Goals <ul><li>Promote Autumn-Winter 2010 collection </li></ul>Create awareness of the collection Assure the preference for Agent Provocateur new arrival items over the other lingerie brands Stimulate a visit to the store for the new collection
  16. 17. Media Plan & Budgeting
  17. 18. Media Plan
  18. 19. Budgeting MEDIA COST PRINT £ 72,880 CINEMA £ 798,000 OUTDOOR £ 157,500 ONLINE £ 6,000 TOTAL £ 1,034,380
  19. 20. Creative Advertising Idea
  20. 21. <ul><li>Main Idea of the Campaign </li></ul>Image of the campaign Stylized Flapper ripping off her corset Message Releasing women’s hidden desires and fantasies, pushing the envelope, breaking the ban
  21. 23. Video Storyboard
  22. 24. A woman fights with her partner at home. The man is yelling and making her burst into tears.
  23. 25. “ Woman, know your limits!”
  24. 26. After the fight, the woman rushes to the boudoir. She falls on the bed deeply grieving over her life. She is lost, disappointed, and depressed. She is wearing a corset that oppresses and stifles her body. She feels suppressed as a woman mentally and physically.
  25. 27. The woman rips off the corset that tightens her body. She utters a sigh of relief. She is lit up wearing sexy Agent Provocateur lingerie underneath.
  26. 28. The woman is heading to the club. She is driving up in a luxury car wearing a mink coat. She is ready to turn the world upside down.
  27. 29. She enters the club. Everybody’s jaws drop to the floor. Everybody is amazed with her beauty and charm and her courage. She makes her way to the stage, comes up to the podium. “Tease the crowd. Please the crowd”
  28. 30. She presents her flawless body on the stage. Being thrilled, she is singing, dancing. She savours the feeling of freedom and glory.
  29. 32. Print Advertisement
  30. 33. Mobile Advertisement - Cab
  31. 34. Out-of-Home
  32. 35. Online
  33. 36. Online
  34. 37. Pre-test Evaluation <ul><ul><li>Method: </li></ul></ul><ul><ul><li>Diagnostic </li></ul></ul><ul><ul><li>Qualitative Research (focusing on creative message) </li></ul></ul><ul><ul><li>a.Focus Group  Projective techniques </li></ul></ul><ul><ul><li>(storyboard, animatic concept) </li></ul></ul><ul><ul><li>b. Observation </li></ul></ul><ul><ul><li>2. Assessment </li></ul></ul><ul><ul><li>Quantitative Research (survey) </li></ul></ul><ul><ul><li>Sample: Customers of Agent Provocateur </li></ul></ul>
  35. 38. Outcomes Advertising Campaign <ul><ul><li>- Aroused interest in the new collection </li></ul></ul><ul><ul><li>- Strongly associated with the brand </li></ul></ul><ul><ul><li>- The participants expressed willingness to share AW’10 AP experience with friends </li></ul></ul><ul><ul><li>- Points of confusion recognized and altered </li></ul></ul><ul><ul><li>- Both primary and secondary messages are communicated successfully </li></ul></ul><ul><ul><li>- Media channels identified, media campaign scheduled </li></ul></ul>
  36. 39. Post-test Evaluation <ul><li>Method </li></ul><ul><li>Quantitative research: survey </li></ul><ul><li>Respondents: same sample as pre-test </li></ul><ul><ul><li>Online survey (AP website) </li></ul></ul><ul><ul><li>Paper-based survey at department stores (e.g. Selfridges, Harrods) </li></ul></ul><ul><ul><li>Paper-based in-store </li></ul></ul><ul><li>Outcome </li></ul><ul><li>Evaluation of media effectiveness </li></ul><ul><li>Evaluation of advertising campaign response </li></ul>When -One day after the launch of Campaign -The mid-campaign test
  37. 40. Summary Brand Essence Positioning Statement USP Advertising Campaign Evaluation
  38. 41. Yuppies .young.urban.professionals . Akanksha Seth Media Planner Anastasia Popova Account Planner Anna Abramova Account Manager Evelin Bingei Jap Art Director Wirya Atmaja Suling Traffic & Production Manager
  39. 42. Thank You ©2010

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