The document outlines a new brand campaign for fashion retailer Benetton Group. It introduces the agency team working on the campaign and provides background on Benetton's history, clients, and competitive advantages. It then analyzes Benetton's challenges in the UK market and identifies an insight around "new families" being underrepresented. The strategic approach is to create a brand identification between Benetton and new families. The creative concept shows various new family configurations modeling Benetton clothes with the tagline "United Love, United Clothes." A multi-channel media plan is proposed across TV, print, outdoor, digital and PR.

1. New brand campaign
Fashion Branding Group

2. Who are we?
We know one size doesn’t fit all…
Juan Mejia Jen Hsu
Planner Creative Director
Maria Sarramito Worachat T Dave Kalonji
Media Planner Copywriter Account manager

3. Who are we?
• Created in 1975 in London
• The essence of our reputation is in the high fashion retailing
industry
• The mannequin branding group is characterized by a diverse
and multicultural team of professionals operating in different
European cities such as Paris and Milan.
• Our top franchises are in Paris and London with record a
turnover of 4.008,431£ (YTD July 2011).

4. Why us?
• We are the only specialized fashion industry advertising
agency
• We are a boutique and make custom made strategies
• We know how the fashion market works
• We have worked with some of the leading fashion brands in
the world
• We have great relationships with designers and fashion
houses

5. Current portfolio
• Our currently clients including Dolce & Gabbana , Giorgio Armani ,
Calvin Klein, and Diesel.

6. Agenda
• Client’s problem analysis
• The insight
•Strategic approach
•Creative concept and execution
• The media proposal
• Evaluation

7. Client’s problem analysis

8. “We know one size doesn't fit all”
We know the size of Benetton!

9. About the problem…
THE UK HIGH STREET CHALLENGES…
ONE OF THE MOST COMPETED MARKETS
FOR THE FASHION INDUSTRY
LOW CONSUMER SPEND
EXCESS OF SALE OFFERS
VERY SIMILAR PRODUCTS

12. BUT WE WANT PEOPLE TO GO TO
OUR STORES…

14. WHY SHOULD THEY?

18. Benefits
warm
dressed Attributes Little differentiation
Value
quality
Personality
durable
Brand essence
cool Very similar
colorful colors
polemic
brand wheel
multicultural unique
confident
fashionable
Very similar products
Not a significant connection with the brands
Choices based on availability and price

19. People remember Benetton, but
they don’t have a clear brand image
But you must use the opportunity to create a stronger
brand image and connection with the target…

20. The insight

21. The traditional family….
Showed in millions of campaigns…

22. BUT FAMILIES IN THE 21ST CENTURY
ARE NOT THE SAME...

24. THEY ARE THE NEW FAMILIES
But everyone seems to ignore them…

25. Who are they?
Age range 25-50
Are families made of…
• Single parent
• Unmarried couple
• Remarried (older with younger)
• Gay/Lesbian
And every other family that accepts them
and have an inclusive mind-set.

26. They are almost 50% of Britain

27. Why them?
• They have good jobs and a good income base
• They are culturally interested and cultivated
• They like to enjoy their life
• They spend their money in good quality things
• They are open minded and image conscious
• They want the best for their loved ones
They have never actually been portrayed as the
center of any advertising campaign…

28. Strategic approach

29. What we want to create?
• Brand identification with these new families
• Take advantage of this opportunity
• Create differentiation towards its competitors
• A close relationship with the new family
• A connection with Benetton brand
• Connect values with target and product
A concept that can live for a long time…

30. Our positioning statement
• For real, open minded, image conscious, modern
families…
• Who needs timeless good quality clothes and want
the best for their families,
• Benetton is a brand of clothes that will last longer
and fit into any kind of style.
• Unlike Zara, H&M and Gap, Benetton offers good
quality for money for all the family including babies,
kids, teenagers and adults.

31. Campaign objectives
• Remind and modify attitudes:
Benetton is the place to buy their clothes
• Generate awareness by spreading news about the
brand
• Create a new USP that has a deep connection of the
brand with the consumer

32. Strategy
New
• Create a new and very unique families
USP for Benetton
• Develop a bond with our target Colours
audience
• Build upon Benetton’s core One stop
values shop
• Go back to brand essence but
connecting the products Love

33. The Benetton New Family
• The Benetton Family is a long term concept that allows
multiple executions.
• It is a way to own the new families space and use it to
build a strong connection between Benetton and the
target.
• The Benetton family involves all:
– the new families
– the colors
– their beliefs
• It shows them as they are and it tells them they belong in
Benetton

34. Attributes Values
• Clothes for all members of the Makes us feel …
new families • Like we are home
• Basics that all people need • That we are special
• Classic clothes with good quality • That we made the right choice
• Variety of colors • That life is easy
Benetton
New Family
Benefits Personality
• The whole family likes it • Modern
• Shopping for all in one place • Open minded
• Guaranteed quality • Easy going
• Good price for quality • Happy
• Creative

35. Creative concept & execution

36. Creative concept
• Benetton new family
• A way to own the concept of new families
• A direct connection with the target: if you are
part of a new family, you are part of Benetton
new family

37. TVCF 30s
Video Audio
Zoom in to opening (Music) Creating a cheerful, fun,
curtain happy and stylish mood, to make
people look like they are models
in fashion show. The music will
be running from first scene to
seventh scene.
A woman coming out of the (Music)
fitting room and adjusting
her blouse, and a man
comes near her and shows
the smiling baby.
-Posing in front of camera
as if in front of the mirror.
Fitting room background:
purple

38. Video Audio
Curtain opening again (Music)
Two attractive women
posing like models, showing
their whole outfit
Fitting room background:
white
A close shot of a young (Music)
handsome guy in the
dressing room
Camera: change angle, pan
to show some part of the
shop atmosphere.
Fitting room background:
orange
Zoom out to reveal (Music)
a mature women enjoying
her clothes standing beside
young handsome man
posing in front of the camera

39. Video Audio
Two men are walking close (Music)
to the camera and posing in
front of it as if they were in
front of a mirror, with
confident expression
Fitting room background:
green
A teenager boy walks to the (Music)
camera and stands by
himself posing in front of it
with a cool face.
Fitting room background:
green
White background with (Music) change to a slower
essential colors of Benetton tempo, with music that makes
show first and slogan “new the audience feel warm, happy,
family” appear just next romantic and peaceful.
Running from eighth to the last
scene

40. Audio
A Single mother stands in (Music)
front of the camera with her
smiling baby. Then, she
touches her baby’s clothes
and smile.
Video (Music)
Couple of lesbian cuddling
each other out of the
changing room.
One guy leaning on his (Music)
lover’s shoulder and
touching its clothes with his
face.
Camera: zooms out to show
that they came together
with their child.

41. Video (Music)
The mature woman comes
close to the handsome guy
and touches his sweater (all
his chest).
All the new families walk out Audio
of the Benetton store with (Music)
their happy face and
packages of their shopping
Benetton logo with the Announcer:
slogan of new campaign. United Love, United Clothes

42. Image

43. Newspaper

44. Magazine

45. Outdoor

46. Outdoor

47. The media proposal

48. Numbers that matter...
WEEKS 1+2 300 GRP
WEEKS 3+4 200 GRP
WEEKS 5-8 200 GRP

49. TV
360 GRP
28 TIMES
4 WEEKS

50. NEWSPAPERS
190 GRP
35 TIMES
5 WEEKS

51. MAGAZINES
50 GRP
15 TIMES
5 WEEKS

52. D LE
IGITA P
SCALATORS ANELS BUSES
20 GRPaverage 160 GRP
4 WEEKS 2 WEEKS

53. GOOGLE AD ESTIMATED TRAFFIC FACEBOK REACHED TARGET YOU TUBE VIRAL CAMPAIGN
600k 21m
2 MONTHS 2 MONTHS
ONLINE

54. FACEBOOK PR ACTION
CAMPAIGN WITH JOURNALISTS AND
FASHION BLOGGERS

55. Investment of the
Benetton Group
3,9M
NEWSPAPERS 1,7 m
MAGAZINES 289 k
TV 757 k
OOH 703 k
ONLINE 377 k

56. Media plan and calendar
APR MAY
Name GRP / Audience Format Rate (th£) Nº Total GRP Total Rate 1 2 3 4 5 6 7 8
Evening Standard 4.3 FPC £57.120 6 25.8 £342.720 1 1 1 2 1
Metro 7.6 FPC £37.080 7 53.2 £259.560 2 1 1 2 1
Press
The Guardian 3.6 FPC £34.000 7 25.2 £238.000 2 1 1 2 1
The Times 4.6 FPC £42.000 5 23 £210.000 1 1 1 1 1
The Observer 3.6 FPC £41.556 5 18 £207.780 1 1 1 1 1
The Sunday Times 8.6 OBC £98.700 5 43 £493.500 1 1 1 1 1
Vogue 3.2 FPC £24.400 2 6.4 £48.800 1 1
Cosmopolitan 3.8 FPC £18.296 2 7.6 £36.592 1 1
Magazines
Glamour 3 FPC £23.028 2 6 £46.056 1 1
Mens Health 3.2 FPC £15.385 2 6.4 £30.770 1 1
Elle 2.1 FPC £13.125 2 4.2 £26.250 1 1
The Times Magazine 3.9 FPC £19.950 5 19.5 £99.750 1 1 1 1 1
X Factor (ITV) 15.4 30' £43.243 8 123.2 £345.944 4 2 1 1
TV
DownTon Abbey (ITV) 15.4 30' £43.243 9 138.6 £389.187 4 3 1 1
BBC News (Peak Time) 8.8 30' £2.000 11 96.8 £22.000 4 3 2 2
Total
Name Target Audience Format Rate (th£) Nº Estimated Total Rate
Exposure
Outdoor
Consumer Pack (Weekdays 1am-4pm & W/E 20 Digital
CBS - London Underground - Oxford Street Station £67,780 4 19.79 £67,780 1 1 1 1
6am-5pm) Escalators Pannel
National Network Pack (People see bus ads on
CBS - Buses £699,542 2 159 £635,500 1 1
average 5 times a day)
Site Estimated Reach CPC / CPM Estimated Traffic
Internet
£0.62/
Google Adwords 301,000 ppl per month AdWords £186,620 (monthly) 8 602.000 £373,240 1 1 1 1 1 1 1 1
£0.50 CPC/
Facebook 20,965,600 ppl Sponsored Stories, 50£ per day 8 20,965,600 ppl £3,000 1 1 1 1 1 1 1 1
Total £3,876,429

57. INVESTMENT OF THE
BENETTON GROUP
3,9M

58. The evaluation

59. Evaluation
The success of this campaign should be measured towards:
– Effectiveness and engagement of the message
– Brand awareness
– Sales
• Message assessment: Focus Groups
– Assess an advertisement’s potential
– Diagnose areas for improvement
Determine:
– Main message
– Secondary message
– Likes
– Dislikes
– Points of interest
– Points of confusion

60. Evaluation
• Improve ranking position of Benetton in branding studies:
• Millward Brown
• Synovate
• GfK
• Econometrics:
– Evaluate weekly sales behavior vs. investment
– Determine most effective media and adapt plan when possible
• Bruzzone test (TV):
– Measure recognition and recall
– Physiological Arousal
– Persuasion
– Sales Response