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exemples d'idees de communication transversales a 360° : marque de whisky haut de gamme, idées hors media

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pourquoitucours vous invite a découvrir quelques exemples d'idees de communication transversales a 360°. Elles ont étés proposées à une marque de whisky haut de gamme, les idées qui n'ont pas été retenues par cette marque sont ici. Le brief appellait pour des idées "hors média" a livrer a leurs agences de communication pour qu'elles les réalisent

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exemples d'idees de communication transversales a 360° : marque de whisky haut de gamme, idées hors media

  1. 1. ID ées
  2. 2. Cas réalisé par pourquoitucours Idées non réalisées
  3. 3. LE PRODUIT : un whisky haut de gamme
  4. 4. LE BRIEF : trouver une idée hors media
  5. 5. <ul><li>« Les bars sont aménagés comme un </li></ul><ul><li>intérieur de maison et à la maison </li></ul><ul><li>on recrée une ambiance extérieure » </li></ul>Insight ID 1
  6. 6. ID1 le bar « la convivialité » <ul><ul><li>Déroulé de l’ID 1 (cible trentenaires) : </li></ul></ul><ul><ul><li>- Création d’un bar « mon chez moi » : chic mais agréable et décontracté, personnalisable </li></ul></ul><ul><ul><li>« les meilleures conditions pour passer un bon moment avec mes amis » </li></ul></ul><ul><ul><li>- la marque réinvestit « la convivialité »…et son époque </li></ul></ul>
  7. 7. <ul><li>« A 40 ans, c’est l’âge de la maturité </li></ul><ul><li>et c’est souvent une période de renouveau </li></ul><ul><li>affectif et de solitude puisque leurs </li></ul><ul><li>cercles d’amis </li></ul><ul><li>sont restreints » </li></ul>Insight ID 2
  8. 8. ID2 l’hotel « le savoir vivre » <ul><ul><li>Déroulé de l’ID 2 (cible quarantenaires) </li></ul></ul><ul><ul><li>- Création d’un hotel « exemplaire en terme d’hospitalité » (son bar, ses chambres, sa salle de jeux…) : « Le Welcome » </li></ul></ul><ul><ul><li>- L’univers de la marque prend vie dans un hotel </li></ul></ul><ul><ul><li>dans lequel on a envie de se donner RDV (et de chopper des idées pour chez soi) </li></ul></ul><ul><ul><li>- La marque réinvestit « la convivialité » et développe un style de vie </li></ul></ul>
  9. 9. <ul><li>« J’ai besoin d’affirmer mon identité et ma </li></ul><ul><li>singularité par le choix de mes relations, </li></ul><ul><li>de mes lieux de sortie ou mes goûts culturels. </li></ul><ul><li>Alors que le luxe devient un produit marketing, </li></ul><ul><li>je me distingue des autres en achetant authentique, méconnu, rare, voire inaccessible » </li></ul>Insight ID 3
  10. 10. ID3 la culture « la photographie  entre art et décoration» <ul><ul><li>Déroulé de l’ID 3 : </li></ul></ul><ul><ul><li>- La marque soutient la photographie et </li></ul></ul><ul><ul><li>aide les photographes a se faire connaître </li></ul></ul><ul><ul><li>Ouverture d’une galerie de photos d’art (comme la Fondation Cartier et La Galerie du Jour Agnès B.) ou partenariat avec une galerie existante…) </li></ul></ul>
  11. 11. <ul><li> « les hommes se féminisent à leur façon : certains cherchent à être parfaitement élégant et à faire preuve de raffinement extr ê me en piochant dans les classiques » </li></ul>Insight ID 4
  12. 12. ID 4 Le style dandy « le retro romantique » <ul><ul><li>Déroulé de l’ID 4 : </li></ul></ul><ul><ul><li>- Renouveler l’imaginaire du whisky : le nouveau Humphrey Bogart est un rebelle sans cause/romantique </li></ul></ul><ul><ul><li>- Créer le club des « dandys » en réunissant des personnes du monde du stylisme (vêtements, coiffure…), des cosmétiques, de la littérature </li></ul></ul><ul><ul><li>- Théatraliser et évènementialiser la vie imaginaire de ces gentlemen des temps modernes (hôtel, musée, galerie, bar, bibliothèque…) </li></ul></ul>
  13. 13. <ul><li> « les hommes aussi ont envie d‘ être beau » </li></ul>Insight ID 5
  14. 14. ID 5 Le parfum « l’essence d’un home » <ul><ul><li>Déroulé de l’ID 5 : </li></ul></ul><ul><ul><li>- Le whisky traité comme un parfum pour L’homme qui est en nous (on reprend tous les codes de communication du parfum) </li></ul></ul><ul><ul><li>- Mise en valeur du produit, encourager l’essai </li></ul></ul>
  15. 15. <ul><li>« Les femmes aiment les hommes intelligents et sensibles » </li></ul>Insight ID 6
  16. 16. ID 6 Le discernement « la littérature » <ul><ul><li>Déroulé de l’ID 6 : </li></ul></ul><ul><ul><li>- La littérature est le domaine d’expression des hommes qui ont du discernement </li></ul></ul><ul><ul><li>- La marque peut aider les gens a « partager leur expériences individuelles…littéraires ou pas » </li></ul></ul>
  17. 17. <ul><li> « J’aimerais bien pouvoir prendre mon temps, profiter du moment présent… pouvoir tout ralentir… faire durer l’instant » </li></ul>Insight ID 7
  18. 18. ID 7 Le temps « slow down » <ul><ul><li>Déroulé de l’ID 7 : </li></ul></ul><ul><ul><li>La marque incite les gens à prendre le temps de profiter, de vivre </li></ul></ul><ul><ul><li>Evènementiel un peu « provoquant » pour forcer les gens, ou leur donner envie…de….ralentir….. </li></ul></ul>
  19. 19. <ul><li> « on a envie de retrouver des plaisirs authentiques dans ce que l’on mange…et boit » </li></ul>Insight ID 8
  20. 20. ID 8 Le trading up « le g ôut du whisky  » <ul><ul><li>Déroulé de l’ID 8 : </li></ul></ul><ul><ul><li>Utiliser l’univers du chocolat pour jouer sur la gourmandise </li></ul></ul><ul><ul><li>- Attirer l’attention des gens et refaire essayer la produit </li></ul></ul>
  21. 21. <ul><li> « on n’a pas besoin de luxe » </li></ul>Insight ID 9
  22. 22. ID 9 Le luxe « l’envie » <ul><ul><li>Déroulé de l’ID 9 : </li></ul></ul><ul><ul><li>- Le whisky traité comme un objet de luxe supr ê me, classique (plus de 50 ans) </li></ul></ul><ul><ul><li>- Susciter l’envie..à nouveau </li></ul></ul>
  23. 23. WWW.POURQUOITUCOURS.FR [email_address]

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