Aw'12 plans compre

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Aw'12 plans compre

  1. 1. AW’12 PlansPrint Plan attached on last page
  2. 2. Van Heusen Key Highlights & Firsts• Investment in of about Rs.10 Crores in AW’12 alone (Van Heusen Woman and VDOT spends would be over and above this)• The highest invest ever by and apparel brand in 1 season• 1st of its kind Van Heusen in the lifestyle sector X Lifestyle Aircraft to fly on domestic routes for 1 month• 1st time ever in India, a Fashion Show in a Jet Airways hangar for the launch of X Lifestyle
  3. 3. THE BIG IDEAS PRE-FESTIVE FESTIVE & WINTERLaunch X-LIFESTYLE SUIT Activation & Race 2 Oct 6 to Nov 17 Nov 24 to Jan 26
  4. 4. Launch X Lifestyle WHAT DEFINE’S X-LIFESTYLE?IT IS A RANGE CONCEIVED TO HELP A PROFESSIONALBECOME A TRENDSETTER AT WORK.A NEW LIFESTYLE OFFERING FROM VAN HEUSEN THATDELIVERS A STYLISH NEW LOOK IN CORPORATE WEARIT IS THE NEXT STEP IN CORPORATE FASHION
  5. 5. Building Blocks of Our Big Idea Big Idea :X Lifestyle ATL Stores BTL ActivationsCommunication LaunchPrint Digital Magazines Products Service PR CRM Event
  6. 6. Stores: EBO, PF & DSWINDOW CDU
  7. 7. Standee: In Trade Counters• Fitted with a Digital Frame• Digital Frame Kiosks to be placed in key Trade Outlets who book a minimum quantity• A Video and Pictures showcasing X Lifestyle to be provided in a chip
  8. 8. Launch Event
  9. 9. Presenting…The First of its Kind A VAN HEUSEN X LIFESTYLE BRANDED AIRCRAFT!!
  10. 10. Launch Event At Jet Airways Hangar
  11. 11. Launch Event At Jet Airways Hangar
  12. 12. Launch Event• Jet Airways Event at Hangar. Departure Stairs to be used as Fashion Ramp• A Celebrity MC• Rahul Khanna as the Celebrity as a Show Stopper• 2 CEO’s walked the ramp in X Lifestyle• Model Turned actor Kamal Siddhu hosted the event• One Jet Airways Flight to be Branded Van Heusen on the Outside• A Jet for the TrendSetter• Launch of the Campaign to be done at the event as well
  13. 13. Launch EventAmplification beyond Event Jet Aircraft Branding Jet to Fly for 1 month on a Domestic Routes Branding
  14. 14. CRM & Facebook activationPower Club• Launch communication with special trial offers for CRM members and FB fans• Emailers with Collection Images to be sent• SMS Reminders• Post Launch Event Emailers with Link to youtube• Facebook posts on VH FacebookJet Airways- Jet Privilege• Launch Emailer• SMS Reminders• Facebook Posts on Jet Facebook
  15. 15. Live Updates on Twitter/Youtube/ Facebook
  16. 16. Some Press Coverage NavbharatAsian Age Business Standard(Hindi)Dophar Ka Saamana Divya Bhaskar
  17. 17. Some Online Coverage of Launch http://www.dailymotion.com/video/xu3rt0_ra hul-khanna-launchs-van-heusen-x-lifestyle- formals-for-professionals_lifestyle
  18. 18. Airport Activation A huge installation of Mannequins at airportsDelhi, Mumbai and Bangalore
  19. 19. News Print: Lead Medium • Full page launch ads in key priority markets – Delhi, Mumbai, Bangalore, Pune • FPSS page launch ads in other Big markets • Continuous presence through 4 weeks – Oct’6 to Nov’17
  20. 20. Magazines• A Double/ 4 spread advertorial on X-Lifestyle giving complete info on the range or Do Magazine Ads on X Lifestyle only in GQ• Tie up with an online magazine and promote the social media activities around the campaign
  21. 21. Digital• Live Broadcast of Event on Youtube/ Facebook• Viral Videos to be created into Video Ads on Facebook• Social Ads on Facebook• Paid Posts to be used around X Lifestyle• Website to be updated with latest looks of X• Banner Ads Targeting cricket centric sites like cricinfo since launch will coincide with the T20 World Cup
  22. 22. Suits
  23. 23. Building Blocks of Our Big Idea Big Idea :Suits ATL Stores BTL ActivationsCommunication Tactical SuitsPrint Digital Products Service PR CRM TV Festival
  24. 24. News Print: Lead Medium• 5 weeks of continuous presence through the season (24th Nov- 26 Jan)• Continuous print presence from 24 Nov to 22 Dec follow this up with Race 2 activations• Race2 Fashion show @ Delhi
  25. 25. Instore• Suit Festival like feel in stores• Suit Specialists in store• Gratification on purchase of Suits• Dedicated Suits Section in Key Stores
  26. 26. Stores: Departmental Stores Suit Festivals
  27. 27. Application on Mobile, website and FacebookMOBILE & FB APP - Coordinate Your Look An Application that guides the consumers what to wear based on the mood occasion Shows the consumers different looks that he can try with the same suits, based on occasion and many more…
  28. 28. Mobile App & Facebook App Browse suits Get Dressing Tips Find Nearest StoreOnline Display and Mobile can contain multiple content and brings the user closer to Van Heusen
  29. 29. Digital: Best Dressed Corporate on LinkedIn Continuing the Suits Conversation • Why is LinkedIn Ideal for Van Heusen?• Expose our audience to • India’s largest social platform that boasts of Van Heusen and build working professionals who have taken care to consideration for Suits represent themselves unlike other platforms through Hunt for ‘Best Dressed Corporate’• This would be a long term branded initiative powered by LinkedIn - with a member base of 15 million Indian professionals (making it • What is the opportunity? • Besides the 15 MN user base, most profiles by the largest market after hygiene mention only current job status and an the US)* overview of their education
  30. 30. How would we support the big idea! Use Association with RACE2 to drive Fashionability Plank • INSTORE – Exclusive Race2 Collection display in Dec’12@ Store – Instore visuals - Use celebrity images • ATL - PRINT – key in film co-branded shots release in TOI – Style them for cover page appearances • ATL - TV – Style the celebrities for TV Talk shows in associations with the Channels (subject to budget availability) • BTL – CINEMA – RACE2–VH commercial screening in 120+ screens – Clubbed with an interesting offer… • BTL – EVENT & PRAdvertisings role in brand preference is not as – RACE2 merchandise launch in Ffashion Show with thestrong as the movies; the celebritys wardrobe; celebritiesand word of mouth • BTL – CONSUMER PROMOSource: Project Gold – Run consumer contest ‘meet & greet with Race2 Stars’
  31. 31. AW Media Plans• Summary of Print Plan• Race 2 Plan to follow in some time. To be led by Cinema, Digital and Instore

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