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brandez-vous for Maybelline New York (Brandstorm 2009)

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Presentation of brandez-vous team (Dusan Murco, Martin Slechta and Jan Eisenmann) for the Brandstorm marketing competition by L'Oreal.

300+ MAYBELLINE NEW YORK FANS CAN'T BE WRONG (...damned!:))

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brandez-vous for Maybelline New York (Brandstorm 2009)

  1. 1. © brandez-vous | May 13, 2009 | slide
  2. 2. © brandez-vous | May 13, 2009 | slide DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN
  3. 3. WE COULD… © brandez-vous | May 13, 2009 | slide … PLAY WITH IDEAS…
  4. 4. NOT TO LEVERAGE . T O BUILD . © brandez-vous | May 13, 2009 | slide
  5. 5. 55 seconds Chanel No. 5 just sells another bottle of the most selling perfume on the world
  6. 6. M FOR MARKET © brandez-vous | May 13, 2009 | slide
  7. 7. M » ANALYSIS © brandez-vous | May 13, 2009 | slide $30.5 bn +3% p. a. 88% WENA+EEIA Women » Man 10 = 50% CK/DKNY/M ∙B ∙L
  8. 8. M » CONSUMER © brandez-vous | May 13, 2009 | slide They are worldwide They use 2+ perfume They use it daily They often carry it in handbag (it needs to be small) It is something very personal for them
  9. 9. M » SWOT © brandez-vous | May 13, 2009 | slide
  10. 10. © brandez-vous | Jun 10, 2009 | slide
  11. 11. S FOR STRATEGY © brandez-vous | May 13, 2009 | slide
  12. 12. S » KEY POINTS © brandez-vous | May 13, 2009 | slide Female fragrance Targeted mainly to current Ma ybelline New York users Keeping the current positioning
  13. 13. S » GREATEST ASSET © brandez-vous | May 13, 2009 | slide GIRLS – FANS – AMBASSADORS
  14. 16. R FOR RESEARCH © brandez-vous | May 13, 2009 | slide
  15. 17. R » CO-CREATION © brandez-vous | May 13, 2009 | slide Mabel’s Perfume = social networking panel of 300+ Mabelline New York fans - GIRLS
  16. 18. © brandez-vous | May 13, 2009 | slide FICTIVE PERSON WITH REAL WORLD IMPACT
  17. 19. © brandez-vous | May 13, 2009 | slide REAL FRIENDSHIP – NO LABORATORY RATS ANYMORE
  18. 20. © brandez-vous | May 13, 2009 | slide THEY EVEN CELEBRATED OUR FICTIVE BIRTHDAY!!!
  19. 21. © brandez-vous | May 13, 2009 | slide TALKING ABOUT GIRLS ’ THINGS…
  20. 22. © brandez-vous | May 13, 2009 | slide GROUP FOR GIRLS WHO WANTED TO COLLABORATE
  21. 23. © brandez-vous | May 13, 2009 | slide !! “LIFE ETHNOGRAPHY” – NEWS FEED !!
  22. 24. © brandez-vous | May 13, 2009 | slide ONE-TO-ONE FRIENDLY INFORMAL COMMUNICATION
  23. 25. © brandez-vous | May 13, 2009 | slide CHAT – INFORMAL CONVERSATION IN REAL TIME
  24. 26. © brandez-vous | May 13, 2009 | slide
  25. 27. © brandez-vous | May 13, 2009 | slide Yous Sandra Merti
  26. 28. R » QUESTIONARY © brandez-vous | May 13, 2009 | slide Collecting ideas Watching the girls point of view
  27. 29. © brandez-vous | May 13, 2009 | slide
  28. 30. © brandez-vous | May 13, 2009 | slide
  29. 31. R » RESULTS © brandez-vous | May 13, 2009 | slide They are worldwide They use 2+ perfume They use it daily They often carry it in handbag (it needs to be small) It is something very personal for them
  30. 32. R » SEMIOTICS © brandez-vous | May 13, 2009 | slide The real meaning of the brand
  31. 33. © brandez-vous | May 13, 2009 | slide VS.
  32. 34. © brandez-vous | May 13, 2009 | slide
  33. 35. B FOR BRAND © brandez-vous | May 13, 2009 | slide
  34. 36. B » A MIRROR © brandez-vous | May 13, 2009 | slide COMPANY BRAND | CONSUMER PEOPLE Products C U L T U R E Needs Services = a mirror image between brand and consumer Desires
  35. 37. B » BEYOND NAME © brandez-vous | May 13, 2009 | slide Maybelline [’mei-bi,lin] Older sister (friend) who always gives advice, shows new horizons and help us get there, yet not too old for fun
  36. 38. © brandez-vous | May 13, 2009 | slide BRAND MOLECULE Sex and the City Mabel & T.L. Williams’ story Educative older sister-like New York Girls having fun Parties Maybe she was born with it Christy Turlington story
  37. 39. B » RECAP © brandez-vous | May 13, 2009 | slide Brand meaning: it helps them get there. WTF?: help girls get to New York in both tangible and intangible meaning.
  38. 40. B » RECAP © brandez-vous | May 13, 2009 | slide -> PROCESS , NOT A STATE .
  39. 41. C FOR CONCEPT © brandez-vous | May 13, 2009 | slide
  40. 42. C » CORE STORY © brandez-vous | May 13, 2009 | slide Focus on the brand meaning. Unfold the idea.
  41. 43. C » CORE STORY © brandez-vous | May 13, 2009 | slide They ’re searching for where they are heading in their life. -> THE PROCESS
  42. 44. C » OUR CONCEPT: MESSAGE IN THE BOTTLE © brandez-vous | May 13, 2009 | slide
  43. 45. © brandez-vous | May 13, 2009 | slide
  44. 46. C » MESSAGE in BOTTLE © brandez-vous | May 13, 2009 | slide The process. Heading somewhere. MAYBE it will get there… -> THE POWER OF MAYBE
  45. 47. C » MAYBE © brandez-vous | May 13, 2009 | slide Maybe means there are opportunities . It is possible to do and reach what I want.
  46. 48. C » MAYBE © brandez-vous | May 13, 2009 | slide We made them hold the destiny in their hands.
  47. 49. C » MAYBE © brandez-vous | May 13, 2009 | slide The message is about them. So it has to be special. Because they are special . Fuel: emotions -> use metaphor
  48. 50. C » MAYBE © brandez-vous | May 13, 2009 | slide <ul><li>THREE VERSIONS: </li></ul><ul><ul><ul><li>Gurlies </li></ul></ul></ul><ul><ul><ul><li>52 nd FLOOR </li></ul></ul></ul><ul><ul><ul><li>LEISURE </li></ul></ul></ul>
  49. 51. C » GURLIES © brandez-vous | May 13, 2009 | slide Heading for a disco… Strong, sweet scents Fun • Pop-culture • Disco Lolipop • Discoball • City Rush Party
  50. 52. C » 52 nd FLOOR © brandez-vous | May 13, 2009 | slide Heading for high position Glam-elegant scents Ambition • Sophistication Knowledge • Little things Skyscrpares
  51. 53. C » Leisure © brandez-vous | May 13, 2009 | slide Heading for peace in life Fresh smell of ground after the rain Oasis • Central Park • Time for myself • Maturity
  52. 54. C » PRINTS © brandez-vous | May 13, 2009 | slide
  53. 55. © brandez-vous | May 13, 2009 | slide
  54. 56. © brandez-vous | May 13, 2009 | slide
  55. 57. © brandez-vous | May 13, 2009 | slide
  56. 58. D FOR DETAILS © brandez-vous | May 13, 2009 | slide
  57. 59. <ul><li>D » Price </li></ul>© brandez-vous | Jun 10, 2009 | slide $ 19 30ml/1. 02 oz $ 24 50ml/1. 7 oz $ 39 100ml/3. 4 oz
  58. 60. © brandez-vous | Jun 10, 2009 | slide D » Distrubution Luxury perfumery Mass market 20 % 80 %
  59. 61. © brandez-vous | May 13, 2009 | slide SEX WITHOUT LOVE IS LIKE A WOMAN WITH CHEAP PERFUME
  60. 62. P FOR PROMO © brandez-vous | May 13, 2009 | slide
  61. 63. MEDIAMIX TIMELINE DM                 PR                 PRINTS                 IN STORE ACTIVITIES                 SHORT FILM TV AD                 LAUNCH                 WEB - MICROSITE                 WEB - SOCIAL NETW                 MOBILE APP                 IN STORE TEASING Q4 Q3 Q2 Q1 Q4 Q3 Q2 Q1 ACTIVITY 2011 2010  
  62. 64. IN-STORE TEASING
  63. 65. SHORT FILM TV AD <ul><li>Girls from around the world speaking their </li></ul><ul><li>messages in the bottle </li></ul>
  64. 66. MOBILE CAMPAIGN
  65. 67. WEB MICROSITE
  66. 68. © brandez-vous | May 13, 2009 | slide 300+ MAYBELLINE NEW YORK GIRLS CAN’T BE WRONG
  67. 69. THANK YOU FOR YOUR ATTENTION © brandez-vous | May 13, 2009 | slide brandez-vous team DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN

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