L'Oréal Brandstorm 2013: International Semi-Finale Team Yankees (Belgium)

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L'Oréal Brandstorm 2013:
Global competition with over 2,000 teams with the challenge to develop a new premium product for South East Asia, including product design, pricing, distribution and communication strategy

Awards:
National winner of Belgium out of 130 teams, as well as international semi-finalist as one of the top 1.1% worldwide

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  • 2 words per person!Caro: Sophistication and LuxurySiri: Surprise and Superiority Jon: Science and Empowerment ALL: URBAN BLISS – DAMAGE PROTECTIONIt is not a shampoo, not a conditioner and certainly no normal hair care product. What is it then?
  • 2 words per person!Caro: Sophistication and LuxurySiri: Surprise and Superiority Jon: Science and Empowerment ALL: URBAN BLISS – DAMAGE PROTECTIONIt is not a shampoo, not a conditioner and certainly no normal hair care product. What is it then?
  • 2 words per person!Caro: Sophistication and LuxurySiri: Surprise and Superiority Jon: Science and Empowerment ALL: URBAN BLISS – DAMAGE PROTECTIONIt is not a shampoo, not a conditioner and certainly no normal hair care product. What is it then?
  • Caro: It is a daily defense elixir against damages caused by pollution for light and unfailing damage protection 1st BOXSiri: 2nd BOXJon: 3rd BOX. So imagine leaving your office and going for lunch in a really greasy burger place. You come back, sit down at your desk and realize that everything, especially your hair, smells like burger, right? Well THAT’S when you use UrbanBliss.Caro: SO JON, HOW DOES THIS WORK EXACTLY? Per box one person! Remember all those beautiful Asian women we have already seen? All of them have different needs, but there is one product that will help them shine every day. Because they’re worth it.ENDORSED BRAND ARCHITECTURE
  • First explain what it’s made of (caffeine…). So in total, URBANBLISS captures the pollution particles, neutralizes the smell and adds shine and a flowery scent to your hair.Flowery scent which represent typical flowers from southeast asia
  • COMPETITION: They all treat the consequences of pollution with oil but not one of them actually protects your hair from being damaged in the first place.INCOME: As we have heard before, the countries in our zone are fragmented especially when it comes to income. So are we affordable for all of them? Yes we are.WINDOW OF OPPORTUNITY: Siri’s notes. Only 10% of what you currently pay for a luxury perfume.Remember all those beautiful Asian women we have already seen? All of them have different needs, but there is one product that will help them shine every day. Because they’re worth it.ENDORSED BRAND ARCHITECTURE Opportunity: URBAn BLISs will cost the consumer about 10% of a luxury perfume as we want to stay true to LOreal’smasstegious approach.
  • New brand awareness techniques: for Loreal Paris  3 Brand ambassadors for 3 types of girls, community website, a women’s movement experienced in these countries that we want to part of in the dialogue
  • To create some city buzz, we will invite …
  • CARO: On our launch event, we welcome three very special guests. Why these three, you may ask? Within our target group, we identified three main types of personalities and three different preferences in regards to fragrances. So me, I definitely prefer a strong, yet elegant smell, so I use beautiful prime with jasmine, represented by DeepikaPadukone from India. But Siri, you like that sweet stuff, right?SIRI: For those going for a sweet smell, we propose lovely blossom containing Singapore orchid, represented by Sarah Geronimo from the Philippines. JON: and this is what I use - just kidding, what my OLDER sister uses. For those going for a subtle, y.et powerful smell, we offer brilliant bloom with lotus represented by Sarah Lian from Malaysia
  • I chose to take diff. film strips to allow diff. shapes of pics (lang/breit).
  • Say testimonials: inform, convince, experience…buy!
  • OVERARCHING THEME: THE URBAN ICONS CAMPAIGN!
  • Community Platform for Urban bliss (Brand community) : unity, empowerment, success.Authentic. Amongst city girls. Not spamming with commercials but amongst the users themselves. Lancome Best practice in China.
  • Community Platform for Urban bliss (Brand community) : unity, empowerment, success.Authentic. Amongst city girls. Not spamming with commercials but amongst the users themselves. Lancome Best practice in China.
  • It revealed that young adults in Singapore are more inclined to visit social networking sites while out and about, compared to their peers in the US and China. Social networking is intruding into every facet of young Singaporean adults’ lives. Over 45% of young Singaporeans visit social networking sites during lectures and classes. Singaporeans also receive the most notifications, with more than half receiving them every couple of hours or so. The response speed to Twitter and Facebook is also very high in Singapore. CROSS-MARKET BRAND AWARENESS
  • I show you mine if you show me yours- challenge: Every student who uploads their do-it yourself urban hair and make-up can come by the pop-up shop on the day of their campus day in order to receive a free gift (sachet) with the purchased Ub.
  • ON THE GO:UploadCheck pictures + videos from URBANbliss usersCompete + vote Self-destructing pictures150 million pictures sent everydayURBANbliss USER-GENERATED “WHO DID IT BEST” VIDEO HAIR TUTORIALSCONSUMER EXCITEMENTCUSTOMER INCLUSION IN PRODUCT LAUNCH
  • Thank you for your attention! We wish you a blissful day!
  • L'Oréal Brandstorm 2013: International Semi-Finale Team Yankees (Belgium)

    1. 1. L’ORÉAL International Finals L’Oréal Headoffice Paris
    2. 2. OLD GAME
    3. 3. THE GAME PLANTHE PLAYGROUNDNEW GAMETHE PLAYERS
    4. 4. THE GAME PLANTHE PLAYGROUNDNEW GAMETHE PLAYERS
    5. 5. THE GAME PLANTHE PLAYGROUNDNEW GAMETHE PLAYERS
    6. 6. THE GAME PLANTHE PLAYGROUNDNEW GAMETHE PLAYERS
    7. 7. THE GAME PLANTHE PLAYGROUNDNEW GAMETHE PLAYERS
    8. 8. THE PLAYERS
    9. 9. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    10. 10. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    11. 11. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    12. 12. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    13. 13. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    14. 14. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    15. 15. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME
    16. 16. OLD GAME THE GAME PLANTHE PLAYGROUNDNEW GAME Switzerland Malaysia Brunei Thailand Philippines Singapore Cambodia Indonesia Vietnam India France
    17. 17. NEW GAME
    18. 18. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME CONDITIONER COLORANTS STYLINGSHAMPOO CAGR HAIR CARE CAGR FRAGR ANCES4.3% 90% LUXURY
    19. 19. ESTABLISH L’ORÉAL PARIS AS AN ON ASIAN CONSUMERS CREATE AND INCREASE OF SUSTAINABLE BRAND DON’T TRY TO CHANGE THE PLAYERS. CHANGE THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    20. 20. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    21. 21. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    22. 22. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    23. 23. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    24. 24. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    25. 25. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    26. 26. THE GAME PLANTHE PLAYGROUNDTHE PLAYERSOLD GAME
    27. 27. PLAYGROUND
    28. 28. THE GAME PLANNEW GAMETHE PLAYERSOLD GAME
    29. 29. THE GAME PLANNEW GAMETHE PLAYERSOLD GAME
    30. 30. THE GAME PLANNEW GAMETHE PLAYERSOLD GAME
    31. 31. GAME PLAN
    32. 32. Traditional Media New building Fun for L’Oréal Paris Massive THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    33. 33. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    34. 34. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    35. 35. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    36. 36. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    37. 37. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    38. 38. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    39. 39. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    40. 40. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    41. 41. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    42. 42. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    43. 43. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME VIDEO TUTORIALS: ? ASK TELL US ADVERTISE
    44. 44. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME
    45. 45. THE PLAYGROUNDNEW GAMETHE PLAYERSOLD GAME URBAN ICON News WHAT’S YOUR FLAVOUR? Sign up! EMAIL: UPLOAD & SHARE KUO_19 Zhen_23 DAMAGE SIMULATION SNAPCHAT FUNCTION

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