This document provides an integrated marketing proposal from Dark Matter Strategic Brand Laboratories to Leica Camera AG. It includes a situation analysis of Leica, target audiences including Generation X, a SWOT analysis, brand analysis, integrated communications strategy, and proposed marketing campaign. The campaign would utilize various channels including print and digital advertising, social media, events, and guerrilla marketing tactics. The goal is to inspire Generation X to embrace Leica as the premier outlet for their creativity.

1. LEICA
AN INTEGRATED MARKETING PROPOSAL
Inspiring Generation X to Embrace the Brand as the Premier Outlet for Their Creativity.
July 2016
Dark Matter Strategic Brand Laboratories 2112 Rush Street Parkersburg, WV 26101
Leica Camera AG Campaign Proposal ©Dark Matter Strategic Brand Laboratories | CONFIDENTIAL

2. CONVENTIONAL WISDOM YIELDS CONVENTIONAL RESULTS.

3. An Integrated Marketing Plan
Presented by:
Prepared for Leica Camera AG

4. T A B L E O F C O N T E N T ST A B L E O F C O N T E N T S

5. T A B L E O F C O N T E N T S Continued

6. Leica
Camera
AG
Campaign
Proposal
©2016
Dark
Ma;er
Strategic
Brand
Laboratories
CONFIDENTIAL
2112 Rush Street | Parkersburg, WV 26101 304.991.2636 www.darkmatterlabs.com
2

7. 3

8. AGENCY MATERIALS

9. 5

10.
6

11. 7

12. AGENCY COLLATERALS
8

13. SITUATION ANALYSIS

14. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
10
10

15. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
11

16. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
12

17. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
13

18. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
14
14

19. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
15

20. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
16
16

21. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
17

22. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
18

23. TARGET AUDIENCES

24. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
20
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
20

25. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 21
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
21

26. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
22
22

27. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
23
GENERATION X CORE VALUES:

28. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Source: MTV
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
24
GENERATION X UNIQUE ATTRIBUTES

29. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
25
25
GENERATION X MEDIA CONSUMPTION HABITS

30. Source: MTV
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
26

31. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIALLeica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
27

32. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
M
M
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
28

33. LEICA CUSTOMER PROFILE
Kenneth Farnsworth Jr.

34. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
30

35. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
30
31

36. FOCUS GROUPS

37. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
33

38. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
34

39. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
35

40. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
36

41. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
37

42. SWOT Analysis

43. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
39

44. STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
*
One
hundred
year
heritage
*ReputaPon
for
quality.
*Hand-­‐craVed
precision.
*World
leading
opPcs.
*AcPve
and
personally
invested
CEO.
*Sought
aVer
luxury
products.
*Engage
customers
on
social
media
plaZorms
and
forums.
*AcPve
content
producPon
*Free
camera
trial
at
retail
locaPons
*Alternate
focal
length
Q
*Trade
in/up
program
*High-­‐profile
sponsorships.
Leica
Camera
AG
Campaign
Proposal
©2016
Dark
Ma;er
Strategic
Brand
Laboratories
CONFIDENTIAL
*Perceived
outdated
technology.
*High
pricing
relaPve
to
compePPon.
*Inability/refusal
to
listen
to
consumer
insights.
*
“Old
fashioned”
reputaPon.
*
Smaller
than
average
producPon
capabiliPes.
*
Very
li;le
adverPsing.
*
Fuji
X-­‐Trans
sensor
cameras.
*
Sony
full-­‐frame
compacts.
*
MulPple
companies
acPvely
targePng
Leica
PODs.
*
NegaPve
or
anP-­‐Leica
posts,
blogs,
and
forum
content.
SWOT
Analysis
*
Li;le
social
media
interacPon
40

45. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIALLeica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
41

46. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
42

47. BRAND ANALYSIS

48. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
44

49. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
45

50. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
46

51. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
47

52. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
48

53. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
49

54. CREATIVE FOUNDATION

55. INTEGRATED COMMUNICATIONS STRATEGY STATEMENT
RATIONAL FACTORS EMOTIONAL FACTORS
*
103 Year Heritage
* Invented 35mm Photography
*
Excellent Image Quality
* World-Class Optics
* Hand-Crafted –Lasting Value
* Great Selection of Lenses
*
Compact Form Factor
* Fast & Responsive
* Allows Me To Go Unnoticed
* Heirloom Quality
*
Simple/Intuitive to Use
* Prestige/Exclusivity
* I Like To Own The Best
* I Don’t Need A Complex Camera
* Makes Me A Better Photographer
* Pro Results Require Pro Tools.
Leica
makes
it
simple
to
create
the
results
you
want,
while
geeng
you
closer
to
the
decisive
moment.
Leica
Camera
AG
Campaign
Proposal
©2016
Dark
Ma;er
Strategic
Brand
Laboratories
CONFIDENTIAL
51

56. 52
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
INTEGRATED COMMUNICATIONS STRATEGY STATEMENT RATIONALE

57. 53
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL

58. THE PLAN

59. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
55

60. 56
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL

61. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
57

62. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
58

63. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
59

64. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
60

65. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
61

66. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
62

67. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
63

68. 64

69. 65

70. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
66

71. THE CAMPAIGN

72. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
68

73. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
69

74. After nearly a half-decade of some of the most ferocious
combat our planet has ever seen, Japan
finally surrendered to the United States, effectively
ending the US involvement in World War II.
It was on that very day that LIFE Magazine staff
photographer Alfred Eisenstaedt made his way to
New York’s famed Times Square
with the hope that he might document the celebration
resulting from one of the most significant moments
in American history. As a staffer at LIFE, Eisenstaedt
had his choice of any number of cameras, but he chose
the Leica IIIA. He always chose the Leica because
He preferred the simplicity of a camera that invariably
became an extension of his creativity, without
unnecessary bulk or complexity getting in his way.
When his moment arrived, Eisenstaedt used that simple
camera with confidence, knowing that his artistic vision would
be brought to fruition. What he captured that day
was an iconic image that not only summed up an
entire nation’s feelings in a single frame, but ultimately
became one of the most enduring photographs of the 20th century.
What will you do when your moment arrives?
LEICA Moment No. 11.
VJ Day: August 14, 1945
www.leica-camera.com
See the entire gallery of the most significant photographs on the 20th Century at www.leica-icon.com
Photography Magazine Sample Creative Execution.
70

75. As the campaign progresses,
this series of advertisements will
Place emphasis on a variety
of Leica camera models from
The SL, to the M, Q, X and
even the new X-U!
Travel Magazine Sample
Creative Execution
71

76. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
72

77. Sample Radio Creative Execution
73

78. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
74

79. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
75

80. Sample Bus Wrap Execution
76

81. Es2qyRCZ
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
77

82. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
78

83. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
79

86. Sample advertising banner
for Google ads, Facebook ads,
and event posters.

87. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
83

88. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
84

89. Sample Green-Screen Kiosks
85

90. Sample Kiosk Photo.
86

91. Sample Kiosk Photo
87

92. Sample Photo Mosaic
These
large,
complex
images
can
be
accomplished
with
very
simple,
and
very
inexpensive
soVware.
IniPally,
images
can
uPlize
relaPvely
few
photo
pixels,
and
can
expand
as
photos
are
added.
88

93. 89

94. Sample Leica Ad
Guerilla Out of Home Ad Concept
(Shown on airline window)
90

95. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
91

96. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
92

97. Sample retargeting/remarketing banner.
Sample Facebook Ad.
93

98. Sample Facebook Post
This
parPcular
example
includes
a
link
to
one
of
our
earned
media
stories.
This
piece
of
content
is
a
promo
for
the
hero
content
“Moments
in
Time”.
94

99. Sample landing page.
95

100. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
96

101. Be IN The Moment.
The LEICA U-X is HERE!
It’s cool! It’s small! It’s
WATERPROOF?
Read
Story
Chicago to get new Leica Store
in 2017.
The denizens of Chicagoland are slated
to have the new store by June 2017. The
Grand Opening celebration is guaranteed
to be one to remember. Read
Story

102. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
98

103. X-U
Plunge Into The Moment
How
to
book
a
cruise.
www.leica.com/plunge
99

104. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
100

105. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
101

106. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
102

107. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
103

108. 104

109. 105

110. 106

111. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
107

112. Internal Campaign Collaterals
Internal Stakeholders Dossier Internal Stakeholders t-shirt
108

113. MEASUREMENT
&
EVALUATION

114. 110

115. 111

116. 112

117. 113

118. 114

119. Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
115

120. CONCLUSION

121. 117
Leica Camera AG Campaign Proposal ©2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL

122. REFERENCES

123. 119

124. 120

125. 121

126. 122

128. FOCUS GROUP GUIDE
56
124

129. 125

130. 58
126

131. 127

132. 128

133. 129
-­‐-­‐includes
Photokina
trip,
and
all
SWAG
prizes.

134. 130

135. 131

136. 132

137. 133
APPENDIX C:

138. THANK YOU
A special thank you to:
Leica Camera AG, Dr. Andreas Kaufmann, Professor Archie Sader,
Thorsten von Overgaard, and the Dark Matter family for their infinite patience and cooperation.