6. I was 15 when I designed my first outfit.
There were three main reasons.
Necessity.
I belonged to a social circle that could afford to buy into the latest trends.
I had to find alternatives.
Art
I loved doodling, sketching, drawing patterns and playing with colors.
Also, I always imagined having a secret power that brought everything I drew to life.
This got me closer.
Defiance
I rejected conventions. I always carried a need to disrupt regularity and create something out of nothing (and sometimes out of
other things).
Also, from where I come, getting an outfit stitched is more economical than buying one.
7. Soon, I realized that my passion was for something more than designing.
It was about
Self-expression and interpretation.
8. Soon, I realized that my passion was for something more than designing.
It was about
Finding a way to tell my story through a personal style.
9. Soon, I realized that my passion was for something more than designing.
It was about
Being able to create conversation without actually saying anything.
10. Soon, I realized that my passion was for something more than designing.
It was about
Watching trends and adding a flavor to call it my own.
11. Soon, I realized that my passion was for something more than designing.
It was about
Most importantly it was about observation and a consequent creation.
12. Four years ago, I found the perfect field to extend my passion: Advertising. Starting my career as a junior planner, I understood how
brands were like people. The ones that stood out were those that found a way to express their feelings and point of view through a
personal style. I also came to understand that like every individual, every brand is unique. And, like a very few individuals, only a
few brands tend to live up to their uniqueness.
2007 2008 2010 2011
Dubai, UAE Dubai, UAE Richmond, Virginia Dallas, Texas
Best decision to enter Best decision to grow Best decision to learn Best decision to polish my skills
My motive is to help brands decode their unique style.
To design ideas that they can call their own.
This is my journey toward becoming a brand stylist.
14. They put you to sleep. Literally.
Story of the inventor
Marpac, a 48-year old company, are the original Online surveys
Research
inventors of sound conditioners. The company Personal interviews
has done a great job at keeping the product their Mintel
hero with very little attention to the brand Simmons
Marpac needs to build a story for their brand.
Adults between the ages 25-34 sleep-related
Gen ‘Y’ired
problems most frequently. They are geared
toward maximum productivity and minimum
Brand Truth
Sleep Mate or Sound Screen is the star product waste of time
for users of sound conditioners, primarily
between the ages of 35 to 65.
Young adults tend to choose a quick energy fix
Insight
as opposed to sleep: Caffeine. This quick-fix
solution creates a vicious circle effect.
Challenge
Sleep Mate lasts for 30 years
The target is loyal to the product not the brand.
Category Truth: Target Truth:
By consuming large amounts of ‘quick-fixes’,
young adults are constantly battling with sleep.
They are fighting it.
Opportunity
Talk to an audience where perceptions of sleep
are different.
Dig a different hole altogether instead of digging Marpac’s actual competition are the quick-fixes,
deeper. a.k.a. Coffees and energy drinks.
15. Our ‘light bulb’ moment
To end the ongoing battle between Gen ‘Y’ired and sleep, Marpac should take the role of becoming a peace-maker.
Strategy Platform
Sleep is NOT the enemy.
16. Preconception Introduction Interaction Purchase
“I want to fight sleep” “Tell me more” “How does it work?” “I want it”
Recommendation
Display messages that Build an online platform Tryvertising: Use packaging as a
challenges their encouraging the Gen ‘Y’ired expand medium to further
preconception when and to come up with the most distribution to converse with the Gen
where they are actively creative ways to fight sleep. retail platforms ‘Y’ired by stating fun
fighting sleep (i.e. coffee Marpac would partner up and make them facts about sleep.
shops, convenience stores, with experts to find an available for
etc) solution to counter every demonstration
technique.
Creative Examples
18. We had to work on four things:
1. Create a campaign that not only acted as the
encore to BMWFilms, but outdid it.
2. Create a long-term brand effect, not just a short-
term sales effect. Imagination is more powerful than knowledge…
3. Support a hugely diverse range of products.
4. Create genuinely breakthrough advertising – stuff
that would succeed amongst the luxury car media
clutter, with an audience that’s increasingly
unwilling to give up any of their spare attention.
What did BMW stand for?
Brand Truth:
Though #1 - Luxury, quality, and of course
consistency.
Thought #2 - our first instinct is rubbish.
Thought #3 – Goldmine within their corporate
culture.
As a freewheeling idea factory, much of BMW’s
success stemmed from an entrepreneurial culture.
Individuals from all levels of BMW worked side by
side to consistently produce an ever-changing
product line.
What they don’t know
Consumer Truth:
When they slide behind the wheel, they are driving a …because knowledge is limited”
vehicle born of thousands of impromptu
brainstorming sessions. They are driving a vehicle
born out of imagination more than just knowledge
20. Why are we advertising? To create a successful sequel for BMWFilms.
Background: BMWFilms turned the brand into a cultural phenomenon by mixing luxury with entertainment on a
digital platform. It entertained and generated a strong fan base of owners and aspirers alike.
Whom are we talking to? Affluent Male or female between the ages of 35 and 65
They are leaders and an achievers who believes in working hard and playing hard.
They are creative and have an eye for detail.
They are fascinated by how things are assembled and respects everything to do with innovation
and moving ahead.
What do they currently “BMW stands for quality, luxury and consistency”
think?
What do we want them to think? “BMW stands for imagination. Yours. Mine. Everyone’s.”
How do we achieve this? Make the internal entrepreneurial culture external
Main Idea Imagine with BMW. Imagine for BMW
.
Universal
Tone Passionate
Interactive
Creative Guildelines Build a globally interactive campaign
21. Snapshot of Global Innovation.
Our campaign’s core focuses on a worldwide touring exhibit.
This event will work like a chain reaction traveling to 17 cities
The creative across the world. It will honor and invites creative thinkers
(i.e. fashion designers, artists, architects, etc.) from around
the world to their city of preference to display their
revolutionary ideas for the next BMW series. The final The
winning idea will result from votes. The winner will then work
with a team of BMW designers to create the first people’s car.
The campaign will be divided into three phases over a span of
three months.
.
22. Online Banner
Phase 1:
An open invitation will be released in the form of
online banners, print ads and flyers.
The ideas will be submitted to a panel of judges
(BMW designers) who will work on a shortlist for
Website Link
every city before public voting begins.
23. Digital Billboard
Phase 2 – awareness and call to action.
Through various forms of non traditional media,
BMW will inform the general audience about the
event in the city.
A call to action message will be attached to each
media form encouraging the audience to follow
the selection process on online portals.
Selected participants can have a conversation
with the audience on the micro site developed to
showcase their ideas.
Ambient Installation
Phase two will also include ticket sales for those
who want to attend and vote for the best ideas.
24. Phase 3: The Event
The actual event
The touring exhibit will display live models of
the selected pieces. It will be held on a
weekend in each of the selected cities across
Ticket for the event
the globe.
Voting can only take place at the event.
The winning two pieces will move along to the
next touring exhibit to keep the audience from
the previous cities engaged.
The exhibit will end at the BMW museum where
the most voted idea will be picked.
.
26. Who are they:
Ferrari World is the world’s largest
indoor theme park created by Ferrari in
Abu Dhabi.
Task:
United Arab Emirates was turning into
the next destination for major theme
parks like, Six Flags, Disney World,
among others. With various sources of
entertainment scheduled to open
around the same time, Ferrari World
had to make its mark and stand out.
The Agency recommended conducting a
workshop to undergo the process of
seeking conventions and uncovering
ways to disrupt them.
During my time as an Account Manager
at the Agency I was asked to lead a
team in the preparation before
workshop and participate in conducting
exercises during the workshop.
27. Before the Workshop
We built market segments and collected verbatim for each to be explored during the workshops
They are spectators An Italian word to describe a
visiting the theme park group of supporters/cult.
without engaging in any Usually a part of a Ferrari
activity Club. They may not own a
Ferrari but want to be able to
sit behind the wheel in the
theme park
Other
Tifosi
Fans
Owners
Passive
and auto
Admirers
geeks
They usually own a
Ferrari or are planning
to own one. They want to
They are parents, or just be able to make their
just friends looking to vehicle a part of the
experience the story of a theme park experience.
Ferrari through rides, and E.g. rallies, special
movies about the brand events for owners etc.
28. During the workshop
The Agency and Client concluded the following consumer profiles as the primary audience
They fell under the ‘Passive Admirer’ and ‘Other Fans’ categories.
31 year old male Young mother
Single Middle management
HHI - $ 60K + career
Lives with a roommate Loves diamonds
Drives an SUV Drives an SUV
Loves to travel Interests:
Adventurous – skydiving Shopping
Favorite author – John Socializing
Grisham Movie: Devil Wears Prada
Favorite TV show – Lost Personality:
Music: Cold Play Easy going
Trendy Cheerful
Technology savvy Secret crush: Ben Stiller
Freetime: Video games Active on Facebook
Personality:
Laidback
Extrovert
Conversationalist
Structured
29. Before the workshop
Competitive analysis
I lead the team in discerning the
communications, corporate, and
marketing conventions for Ferrari
World and its competitors
30. During the workshop
We derived the following conventions
Icons and mascots
Marketing
Focused on kids.
Special events to increase incentives.
Annual memberships
Restaurants themed around characters or rides
Retail
Convention: ‘Mass’ customer service
Conclusion:
Focus on in-your-face communication Ferrari Is a religious/spiritual
Communications
Low concept or escapism message experience.
Thrilling experiences
Safe mediums used to communicate. E.g. traditional This is the place where the passion and
print or TV soul of Ferrari comes to life. You
Talking to parents/adults and kids in the same become a part of the Ferrari story when
language you step. You become a part of its thrill
Convention: Same language old media and glory.
This workshop helped in the overall
development of a launch campaign that
will be released in the coming months.
Use of superlatives. E.g. biggest, most exciting etc.
Corporate
Formal internal tone
“We’re green”
Push history or heritage
Convention: Do not talk to consumers
