This document outlines a potential co-branding opportunity between LEGO and Skoda watches. It discusses the target market for such watches as luxury buyers looking to show status. Strengths, weaknesses, opportunities and threats are analyzed for both brands. The main target group is identified as a caring father aged 33 who values quality of life for his family. The proposed campaign would be called "Iwasalsoyoung" and focus on online promotion through social media, emphasizing that buying the watches connects one to their inner child and family. Packaging and a launch event are also discussed.

1. SK DA
PR JECT
Petr Perinka
2MO403
Thursday 1615

2. Identification of a brand of watches to match
AND/OR
Identification of possible co-branding
opportunities

3. GOALS

4. „The others“
When Gregory meets Audrey
Personal Matrix of Keanu Reeves
Get know Gaylord´s family…
… and welcome to circle of joy
7 Ps of Daniel Craig
Other ideas
OUTLINE

5. COOPERATION
• Tour de France
• Nike
• Adidas
• Lancel
• TITAN

6. - luxury
- expensive
- prestigious
- no mass
- comfort
- quality
- unique
- successful
businessmen
- „celebrities“
- people who need
to show their status
- image
- brand loyalty
CHARACTERISTIC TARGET MARKET

7. Our partner must be the same
as our communication strategy…
Fresh
Clear
Bold
It must be simply MORE clever…

8. IT MUST BE LIKE…

10. LW
ARE
…

11. BUTWHO´sGONNA BEHISAUDREY?

12. New
PlayfulFresh
Young
Creative

13. Let´s ask Keanu Reeves…
ARETHEYTHEPERFECTCOUPLE?

14. STRENGTHS
OPPORTUNITI
ES
WEAKNESS
ES
THREATS
Awarness of both brands;
Emocional connection;
Common philosophy;
Two big/stable companies;
High brand power;
Price
LEGO is not established as watch
company;
Costs of inventing new kind of
watches?
Fear of LEGO watches quality;
Loosing high society segment;
Cultural trends;
Enormous potencial of sharing ideas;
Empty space on watches market;
Economic crisis

15. STRENGTHS OPPORTUNITIES
WEAKNESSES THREATS
Stable company (with stable mother);
High brand power;
Public openness;
Price/performance ratio;
Newness;
Visuality;
Interior (size, accessories,…)
Perception of a brand on specific
Markets:
as „cheap“ (UK and France)
or too traditional (Czech Rep.);
Absence of social connections
(somehow you cannot fall in love with
her);
Launch strategy in CZ;
Too wide and obscure target group
Overheating chinese economy
Potential launch of cheaper cars in
India or China;
Targeting acceleration
Cultural trends;
Growing wealth on key markets;
Europe debt crisis;
Growing demand for „Green tec“
solutions in Europe

16. Technological trends;
Growing number of competitors;
Economic reaction of big
entertainment players such as WB or
WD;
Licence politics;
STRENGTHS OPPORTUNITIES
WEAKNESSES THREATS
Emotional connection;
Stable company;
High brand power;
Brand awareness;
Multigenerational effect;
Tradition;
Creativity;
Worldwide consumer base;
Market domination;
Public openness;
Variable watches (size, colours,…);
Price/Performance
Low adaptability on technological
shifts,
Gender inequality;
New lines of kit;
Young company = questionable quality
Social trends;
Publicity potential;
Movie and culture grouping;
Market of Adults;
Shifting from functionality to image

17. STRENGTHS OPPORTUNITIES
WEAKNESSES THREATS
Emotional connection;
Stable company (with stable mother);
High brand power;
Public openness;
Nothing?!
Too childish for SKODA?
Too boring for LEGO?
Cultural, Social, Economic trends;

18. STRENGTHS
OPPORTUNITI
ES
WEAKNESS
ES
THREATS
Emotional connection;
Common philosophy;
High brand power;
Price/performance;
Variability;
„Family thing“
LEGO (Click Time) is not established
as watch company;
Fear of LEGO watches quality;
Loosing high society segment of
SKODA;
Cultural trends;
Enormous potencial of sharing ideas;
Empty space on watches market;
Economic crisis

19. q
e
BID/ASK Idealism from
childhood
Identification with
the brand
Family connection
Spread the word
about watches
Family car
segment
„Quality thing“

20. Forget about Stefanie…
TARGET
GROUP
…and imagine
family!

21. Works in a middle-sized company
Uses Social Media
Is interested in global issues
Uses internet on everyday basis
Feels younger than he is
HE …

22. Caring father
Young (33)
Friendly
Open-minded
Sociable
Middle classed
Active
Optimistic
HE IS…

23. „We want the best for our children.“
„Quality of life is more than money for us.“
„We believe that everybody deserve respect
and care.“
„We love meeting friends and having fun with
them.“
„We like modern lifestyle but sometimes we sin
against healthy food. You live only once.“
„We prefer quality and we are ready to pay
more for it.“
HE SAYS…
„Gaylord speaks in
plural, because family is
always first for him…“

24. MAIN CONCEPT

25. CAMPAIGN „Iwasalsoyoung“OBJECTIVES
SKODA-LEGO watches are cooler than cool
SKODA-LEGO watches are part of you
You know lego and you know SKODA
You love lego and you love SKODA
When you look at Citigo watches you will see
your family
You know your values but also know that fun is
important
You love your life – these watches are about
you; about your childhood and childhood of
your (future) children

27. Completely online
Mainly social sites, movie pages and
mainstream online media
Use the button = do not forget you were a
child
Invitation of important bloggers, critics and
media on pre-launch co-brand
presentation
Main event: UK launch of Citigo would be
perfect
CAMPAIGN

28. PACKAGING

30. THANK YOU