Rayban - Creative Brand Analysis


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Analysis of Rayban's Creative Campaigns.

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Rayban - Creative Brand Analysis

  1. 1. HISTORY Founded in USA by Bausch and Lomb – 1937 Sold to Luxottica Group in 1999 for $640 billion Introduced for the United States Army Air Corps Lieut. John Macready approached Bausch and Lomb and asked them to create sunglasses that would protect his eyes from every angle, but also look cool Thus, literally – “ray” “ban” Include prescription lenses Universally recognisable Instantly iconic Product placement – Top Gun, Risky Business, various celebrities World’s best selling brand of sun & prescription eyewear
  2. 2. ESSENCE & VALUES Embrace retro fashion Be original, be outlandish Live your life with authenticity and no fear of judgement It’s fashionable to be yourself DNA: Authenticity & uniqueness Ideology: "Sunglasses that place you at the centre of attention beyond trends, transcending time and stongly customising whoever wears them". Style to suit every type of person – iconic – Wayfarers, Aviators etc Leading brand of sunglasses to suit all ages
  3. 3. TARGET MARKET Male & female Aged 20-50 People wanting optical lenses “with style” People seeking social status Fashion conscious People wanting to express their individuality – “I’ll be an Aviator wearer for life” “Yuppies” People who like to customisation – key factor Musicians
  4. 4. Rayban through the ages 50s/60s Celebrities like Bob Dylan, Marilyn Monroe, Jackie Onassis, James Dean, seen wearing Raybans 70s/80s Made famous by Tom Cruise in Risky Business & Top Gun. Rayban reborn in 1982 when they signed a contract with Unique Product Placement (paid $50 000 p/a) to have product placement in films & TV programmes 90s More frequent product placement - Men In Black (style Predator 2030). Will Smith even mentions Ray-Ban in the title song: “…the black suits with the black Ray-Bans on“... 2000s Wayfarers become popular again – Kate Moss, David Beckham, Johnny Depp, Natalie Portman, Brad Pitt, Robert Pattinson, Bradley Cooper Emma Stone, Barack Obama
  5. 5. CAMPAIGNS Back in the day
  6. 6. Ray-Ban Never Hide Viral Videos (Guerilla Advertising) Launched in 2007 Targeted the younger crowd Series of Youtube videos with the slogan “Never pretend. Never be afraid. Never give up. Never Hide” Outlandish situations Home video kind of feel, simple, featuring “average joes” not celebs (moved away from using Icons) No special effects or extravagance Realistic and believable (amateurs) Didn’t want people to see them as commercials Consistent communication; website, Billboards e.g Times Square Subtle advertising/message, focused more on the “Guy catches sunglasses with his face” “Guy gets tattoo of sunglasses on his face” Ads you’d want to share on social media sites And tell your friends about
  7. 7. Ray-Ban Colorize Customisation with pens and stencils
  8. 8. Rayban Legends Tells the history and spirit of 75 years of NEVER HIDE: courage to be yourself and express your beliefs and personality Icons – past, present, future Shot by photographer Mark Seliger in LA 7 legendary moments (one per decade) Each inspired by real life/iconoclastic figures (breaking the mold/defying the norm) Each character in the image wears a pair of Ray-Ban Icons Special attention to colour tones to represent each era, e.g black & white, sepia, bright colour Website – reveals people and stories that inspired the campaign Able to upload your own images, videos and stories and share your own epic experiences to become part of the “Legend”
  9. 9. Ray-Ban Hall of Frames Proud supporter of South African musicians Collaborated with various South African artists who could decorate Wayfarers or Aviators and get them put in the Hall of Frames Showcased the customised sunglasses at various events throughout SA
  10. 10. Live music at &Union Pose with the Ray-Ban Never Hide frame, get your picture taken, most creative picture wins Ray-Ban prizes Events are blogged by music journalist Tecla Ciolfi and the &Union Twitter page
  11. 11. Ray-Ban at OppiKoppi Sweet Thing 2012 Legends Share your legendary moment for a chance to win a rock-star experience with Ray-Ban at OppiKoppi for you and 3 friends Win camper van for the weekend, festival tickets and Ray-Ban merch Ray-Ban Time Machine Allowed users to create their own legendary moment within each of the 7 decades of Ray-Ban Print, upload to Facebook, tagging Ray-Ban Ray-Ban Village Area with campervans and fully stocked Red Bull fridges with private toilets
  12. 12. http://www.forgifts.co.za/gift-ideas-for-men-of-all-ages/39- 48/ray-ban-aviator-sunglasses/ http://www.creativeguerrillamarketing.com/guerrilla- marketing/rayban-hide-guerrilla-marketing-campaign/
  13. 13. http://trendland.com/ray-ban-colorize- campaign/# http://www.eyeheartglasses.com/2008/12/mo re-ray-ban-wayfarer-colorize/ Have courage to express your personality and style – NEVER HIDE – for 75th anniversary #TuesOnFire at &Union – “Never Hide” frame - sponsored prizes (publicity by journalist Tecla Ciolfi) Released limited edition “Never Hide Playlist” CD and some of the biggest local bands on their list of musical ambassadors “Augmented reality” – consumers can “try on” sunglasses on their website via the virtual mirror
  14. 14. Headings like “guy catches sunglasses with his face” “guy gets tattoo of sunglasses on his face” Create ads you’d want to share on social media sites And tell your friends about Live your life with authenticity and no fear of judgement
  15. 15. Two Door Cinema Club wearing Ray- Ban
  16. 16. Design Launch of rare prints (wayfarer) range – commissioned world’s best graphic designers to design posters representing each of the different sunglass styles. Incl videos Matt W. Moore Andreas Krapf David Sossella
  17. 17. Partnerships/Sponsoring Brawn GP – Formula One team Ray-Ban logo appears on the helmet visors of Brawn GP’s race drivers Jenson Button and Rubens Barrichello (since 2004) Ray-Ban rooms Support young musicians and record online sessions for streaming on the ray-ban rooms website List of musos include Laura Marling, Eliza Doolittle, Florence & The Machine, Mumford & Sons Festivals Glastonbury Isle of Wight
  18. 18. Styles Legends Rare Prints Optics Rayban Kids Icons: Wayfarer, Aviator, Caravan, Cats, Clubmaster 1st 2 best selling eyewear designs of all time Tech Limited Editions Special Features Wall of legends Luxottica group House of Brands: Persol Oakley Tss Vogue Arnette K&L (Killer Loop) Retro prescription lenses
  19. 19. 75 Years of Legends campaign Collaborated with magazine Dazed & Confused to put on a Legends show Chance to be part of the audience if you upload an image and share your legendary moment on the RB site Winners get to attend event hosted by British rockers Primal Scream http://www.dazeddigital.com/music/ar ticle/14076/1/get-your-rocks-off-with- primal-scream http://www.ray- ban.com/southafrica/neverhide/festival s/oppikoppi http://www.ray- ban.com/southafrica/neverhide/rockin g-the-daisies
  20. 20. French made cast-iron cookware, good quality, long-lasting, expensive but value for money 12-step finishing process Est. 1925 Stand-alone stores in busy shopping malls Colourful, trendy, status symbol
  21. 21. http://www.designyourway.net/blog/inspiration/diesel-jeans-advertising-campaigns-45-prints/ http://www.simplyzesty.com/facebook/diesel-jeans-launch-in-store-qr-codes-that-let-you-like- jeans-on-facebook/ http://chicvanilla.wordpress.com/tag/brand-essence/ http://books.google.co.za/books?id=XvZ2o9FUuQ8C&pg=PA71&lpg=PA71&dq=diesel+brand+ess ence&source=bl&ots=_p5fv27DgQ&sig=XlHVFCi7kSXi- OP4cOR1RFLtgjc&hl=af&sa=X&ei=DAAoULP_LsK3hAe- oYHABw&redir_esc=y#v=onepage&q=diesel%20brand%20essence&f=false Fantasy, Humour, Kitsch and Sex “Be Stupid” campaign – be fearless, do things just for the fun of it, young & wild Always have fun, extravagant campaigns and shoots Diesel Island – a Utopia Challenges the question of what the “good life” is and how it can and should be lived “lived in” clothing, stone-wash in the 70s Ruggedness “Diesel’s cool image is more important than a big turnover”
  22. 22. Comment on cultural, political, racial and ecological issues Irony is used in a lot of their fun and entertaining advertising http://www.brandchannel.com/careers_profile.asp?cr_id=103
  23. 23. Collaborating with local musos Converse Block Parties - free Red Bull