The document describes Diesel's "Be Stupid" marketing campaign. The campaign's goal was to engage younger customers and establish Diesel's brand personality as courageous, creative, and provocative. Some key tactics included print and digital advertising, events, guerrilla marketing, and social media initiatives like Foursquare check-ins and a Facebook app called Facepark. The campaign was largely effective at attracting customers and building the brand but could have been improved by strengthening brand linkage in some elements and exploring additional mobile marketing opportunities.

1. DARIIA ZINCHENKO
EKATERINA LEMESHONOK
KATHY HOANG NGUYEN
SAADULLAH KHAN
VIKTORIYA BUDNYK
DIESEL
BE STUPID CAMPAIGN

2. BE STUPID PHILOSOPHY

3. BREAK THE RULES
LISTEN TO YOUR HEART
BE STUPID

4. FEEL FREE,
UNIQUE,
YOUNG.

5. DIESEL PEOPLE
“I LIKE FUN”
“I‟M A SOCIAL BUTTERFLY”
“FOREVER YOUNG IS MY SONG!!!”

6. HALLE BERRY - 44 YEARS YOUNG
ELLEN DEGENERES - 53 YEARS YOUNG

7. JANUARY 2007

8. SPRING/SUMMER „08

9. DIESEL OBJECTIVES
1. GET CONSUMERS TO VISIT STORES AND
INTERACT WITH THEM ONLINE
2. ESTABLISH BRAND PERSONALITY:
COURAGEOUS, CREATIVE, PROVOCATIVE
3. ENGAGE CUSTOMERS, MAKING BRAND
MORE RELEVANT AND ACCESSIBLE

10. BE STUPID

11. WHY “STUPID”?
“REBEL”, “REVOLUTIONARY” = BEEN THERE, DONE THAT
“STUPID” = PROVOCATIVE
DIESEL REDEFINED THE MEANING OF
“STUPID”

12. I AM A PAIR OF
JEANS.

13. I AM NOT A
PAIR OF JEANS.
I AM A
LIFESTYLE.
I AM A UNITER
OF TRIBES.
I AM UNIQUE.

14. BE STUPID

15.  RISK TAKERS
 DREAM CHASERS
WHICH ROAD WILL YOU TAKE?

16. TACTICS AND CHANNELS OF
COMMUNICATION
 PRINT MEDIA
 DIGITAL MEDIA
 EVENT MARKETING
 GUERRILLA MARKETING
 MOBILE MARKETING
 FACEBOOK

17. INTERACTIVE AD IN
INTERVIEW MAGAZINE APP
BE STUPID PHILOSOPHY

18. GENERAL PUBLIC
VS
CREATIVE DIRECTOR

19. CROWD-SOURCING FTW

20. NOAH‟S ARK THEMED
PIGGY BACK RACE
EPITOME OF STUPID
GOT PEOPLE ENGAGED AND CURIOUS
CREATE RELEVANCE WITH IT‟S AUDIENCE
UNITED THEM AS A TRIBE

21. MOBILE/SOCIAL MEDIA:
FOURSQUARE
A LOCATION-BASED MOBILE PLATFORM
A FORM OF SOCIAL MEDIA COLLECT COLLECT
POINTS BADGES
CHECK-IN TO
PLACES

22. MOBILE/SOCIAL MEDIA:
FOURSQUARE
RESULTS
44 CHECK-INS
17 TWEETS
21, 000 TWITTER USERS REACHED

23. FACEPARK
INCLUDED:
BRINGING
SOCIAL MEDIA FACEPARK EVENT
BACK INTO THE IN GERMANY
REAL WORLD “VIRAL”
MARKETING

24. FACEPARK
VIRAL VIDEO FOR FACEPARK.ORG

25. FACEPARK
ASS STATUS

26. FACEPARK
STUPIDSEARCH.ORG BURGER KING‟S
SUBSERVIENT
CHICKEN

27. FACEPARK
RESULTS
3,400 FACEBOOK LIKES
36 MONTHLY ACTIVE USERS
2, 000 BUDDIES JOINING THE FACEPARK COMMUNITY

29. BE STUPID IN
SWITZERLAND

30. WHAT IF ADVERTISING
WERE AN ANIMAL…?
TONE & MANNER

31. ARMANI JEANS
YOUTHFUL, ATTRACTIVE,
SEXY, SPORTY

32. BLACK CATS:
AGILE, SIMPLE,
SLEEK
ARMANI JEANS:
SIMPLE YET SEXY

33. D&G
LUXURY, SEXINESS,
PRESTIGE

34. LEOPARDS:
GRACIOUS, WILD,
DELICATE, SEXY,
UNAPPROACHABLE
D&G:
HOT, EXCLUSIVE,
SOPHISTICATED,
FASHIONABLE

35. ENERGIE
PRODUCT, “COOL”

36. BALD EAGLE:
ENDANGERED,
SOLITARY, STRONG
ENERGIE:
“COOL”, TOUGH

37. DIESEL
CONFIDENCE, EXCITEMENT,
LOUDNESS

38. DIESEL WOULD BE…
A. HYENA B. MONKEY C. CROC

39. HYENAS:
LOUD, SOCIAL
DIESEL:
LOUD, BALLSY,
SOCIAL

40. CENTRAL THEME: BE STUPID
APPEALS: HUMOROUS, SEXUAL
40 IMAGES, 15 SLOGANS

41. CRITIQUES
APPROPRIATE? MOSTLY.
USED THE RIGHT MEDIUMS
CAMPAIGN TOO PROVOCATIVE
NOT WELL ADAPTED IN OTHER LANGUAGES

42. CRITIQUES
EFFECTIVE? MOSTLY.
ENGAGED TARGET AUDIENCE
BROUGHT CUSTOMERS TO THE STORES
BUILT BRAND PERSONALITY
FACEPARK: LACK OF BRAND-LINKAGE

43. CRITIQUES
BELIEVABLE? YES.
TELLS A CONSISTENT STORY
CONTRASTS SMART VS STUPID LIFE
PROVEN WITH SMILES

44. CRITIQUES
RELEVANT? YES.
DESIRED LIFESTYLE
YOUTHFUL, RISK TAKING, CARE-FREE

45. CRITIQUES
PERSUASIVE? SOMEWHAT.
GOT CUSTOMERS TO THEIR STORES
GOT USERS TO CREATE CONTENT
SUCCESSFUL EVENTS
FAILED VIRAL MARKETING

46. WHAT THEY
COULD HAVE
DONE BETTER

47. FACEPARK EVENT
“I DIDN‟T KNOW IT WAS A DIESEL EVENT.”
– S. GODIN*, ATTENDEE
“SMALL AND WEAK BRAND LINKAGE.”
– DR. FEEL*, PSYCHOLOGIST
*People depicted are entirely fictional

48. FACEPARK‟S STUPIDSEARCH.ORG
“FRUSTRATING. HOW DO YOU USE THIS THING?”
– S. JOBS*, VAUGHAN
“I WANT MY 5 MINUTES BACK.” – B. GATES*, TORONTO
*People depicted are entirely fictional

49. DR. FEEL,
PSYCHOLOGIST

51. IF LIFE GIVES YOU LEMONS, WOULD YOU…
A. MAKE LEMONADE
B. HAVE A LEMONADE FIGHT
BE STUPID

53. DIESEL BEFORE

54. DIESEL AFTER

55. TARGET
YOUTHFUL, FUN-SEEKING,
OUT-GOING PEOPLE
OBJECTIVES
INCREASE STORE VISITS
INTERACT WITH TARGET ONLINE
ENGAGE THEM WITH PHILOSOPHY
BUILD OWN BRAND PERSONALITY

56. USP
THE “STUPID” LIFESTYLE
APPEALS
SEXUAL, HUMOROUS
TONE
LOUD, BALLSY, SOCIAL

57. CRITIQUE
WELL INTEGRATED
VERY EFFECTIVE
MOSTLY APPROPRIATE
BELIEVABLE, RELEVANT
SOMEWHAT PERSUASIVE

58. RECOMMENDATIONS
STRENGTHEN BRAND LINKAGE
ELMINATE UNNECESSARY ELEMENTS
INTERACTIVE AD IN INTERVIEW MAG APP
BRANCH OUT MOBILE MARKETING

59. SHOW AND TELL

60. ASSIGNMENT NO. 1: BLOG
BESTUPIDYORK.TUMBLR.COM

61. ASSIGNMENT NO. 2: MAGAZINE

62. QUESTIONS? COMMENTS?