Diesel 'Be Stupid' Campaign Analysis

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These are slides that I created for a group presentation for my Advertising & Communications class (ADMS 4240, Winter 2011). The style and tone of the presentation was deliberately chosen to capture the feel of Diesel's 'Be Stupid' Campaign

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Diesel 'Be Stupid' Campaign Analysis

  1. 1. DARIIA ZINCHENKO EKATERINA LEMESHONOK KATHY HOANG NGUYEN SAADULLAH KHAN VIKTORIYA BUDNYKDIESELBE STUPID CAMPAIGN
  2. 2. BE STUPID PHILOSOPHY
  3. 3. BREAK THE RULESLISTEN TO YOUR HEART BE STUPID
  4. 4. FEEL FREE,UNIQUE,YOUNG.
  5. 5. DIESEL PEOPLE “I LIKE FUN” “I‟M A SOCIAL BUTTERFLY”“FOREVER YOUNG IS MY SONG!!!”
  6. 6. HALLE BERRY - 44 YEARS YOUNG ELLEN DEGENERES - 53 YEARS YOUNG
  7. 7. JANUARY 2007
  8. 8. SPRING/SUMMER „08
  9. 9. DIESEL OBJECTIVES1. GET CONSUMERS TO VISIT STORES AND INTERACT WITH THEM ONLINE2. ESTABLISH BRAND PERSONALITY: COURAGEOUS, CREATIVE, PROVOCATIVE3. ENGAGE CUSTOMERS, MAKING BRAND MORE RELEVANT AND ACCESSIBLE
  10. 10. BE STUPID
  11. 11. WHY “STUPID”?“REBEL”, “REVOLUTIONARY” = BEEN THERE, DONE THAT “STUPID” = PROVOCATIVE DIESEL REDEFINED THE MEANING OF “STUPID”
  12. 12. I AM A PAIR OFJEANS.
  13. 13. I AM NOT APAIR OF JEANS.I AM ALIFESTYLE.I AM A UNITEROF TRIBES.I AM UNIQUE.
  14. 14. BE STUPID
  15. 15.  RISK TAKERS  DREAM CHASERSWHICH ROAD WILL YOU TAKE?
  16. 16. TACTICS AND CHANNELS OFCOMMUNICATION  PRINT MEDIA  DIGITAL MEDIA  EVENT MARKETING  GUERRILLA MARKETING  MOBILE MARKETING  FACEBOOK
  17. 17. INTERACTIVE AD ININTERVIEW MAGAZINE APP BE STUPID PHILOSOPHY
  18. 18. GENERAL PUBLIC VS CREATIVE DIRECTOR
  19. 19. CROWD-SOURCING FTW
  20. 20. NOAH‟S ARK THEMEDPIGGY BACK RACE EPITOME OF STUPID GOT PEOPLE ENGAGED AND CURIOUS CREATE RELEVANCE WITH IT‟S AUDIENCE UNITED THEM AS A TRIBE
  21. 21. MOBILE/SOCIAL MEDIA:FOURSQUAREA LOCATION-BASED MOBILE PLATFORMA FORM OF SOCIAL MEDIA COLLECT COLLECT POINTS BADGES CHECK-IN TO PLACES
  22. 22. MOBILE/SOCIAL MEDIA:FOURSQUARE RESULTS44 CHECK-INS17 TWEETS21, 000 TWITTER USERS REACHED
  23. 23. FACEPARK INCLUDED: BRINGING SOCIAL MEDIA FACEPARK EVENT BACK INTO THE IN GERMANY REAL WORLD “VIRAL” MARKETING
  24. 24. FACEPARK VIRAL VIDEO FOR FACEPARK.ORG
  25. 25. FACEPARK ASS STATUS
  26. 26. FACEPARKSTUPIDSEARCH.ORG BURGER KING‟S SUBSERVIENT CHICKEN
  27. 27. FACEPARK RESULTS3,400 FACEBOOK LIKES36 MONTHLY ACTIVE USERS2, 000 BUDDIES JOINING THE FACEPARK COMMUNITY
  28. 28. BE STUPID INSWITZERLAND
  29. 29. WHAT IF ADVERTISING WERE AN ANIMAL…? TONE & MANNER
  30. 30. ARMANI JEANS YOUTHFUL, ATTRACTIVE, SEXY, SPORTY
  31. 31. BLACK CATS: AGILE, SIMPLE, SLEEKARMANI JEANS:SIMPLE YET SEXY
  32. 32. D&G LUXURY, SEXINESS, PRESTIGE
  33. 33. LEOPARDS:GRACIOUS, WILD,DELICATE, SEXY,UNAPPROACHABLED&G:HOT, EXCLUSIVE,SOPHISTICATED,FASHIONABLE
  34. 34. ENERGIEPRODUCT, “COOL”
  35. 35. BALD EAGLE: ENDANGERED,SOLITARY, STRONG ENERGIE: “COOL”, TOUGH
  36. 36. DIESEL CONFIDENCE, EXCITEMENT, LOUDNESS
  37. 37. DIESEL WOULD BE… A. HYENA B. MONKEY C. CROC
  38. 38. HYENAS:LOUD, SOCIALDIESEL:LOUD, BALLSY,SOCIAL
  39. 39. CENTRAL THEME: BE STUPIDAPPEALS: HUMOROUS, SEXUAL40 IMAGES, 15 SLOGANS
  40. 40. CRITIQUESAPPROPRIATE? MOSTLY.USED THE RIGHT MEDIUMSCAMPAIGN TOO PROVOCATIVENOT WELL ADAPTED IN OTHER LANGUAGES
  41. 41. CRITIQUESEFFECTIVE? MOSTLY.ENGAGED TARGET AUDIENCEBROUGHT CUSTOMERS TO THE STORESBUILT BRAND PERSONALITYFACEPARK: LACK OF BRAND-LINKAGE
  42. 42. CRITIQUESBELIEVABLE? YES.TELLS A CONSISTENT STORYCONTRASTS SMART VS STUPID LIFEPROVEN WITH SMILES
  43. 43. CRITIQUESRELEVANT? YES.DESIRED LIFESTYLEYOUTHFUL, RISK TAKING, CARE-FREE
  44. 44. CRITIQUESPERSUASIVE? SOMEWHAT.GOT CUSTOMERS TO THEIR STORESGOT USERS TO CREATE CONTENTSUCCESSFUL EVENTSFAILED VIRAL MARKETING
  45. 45. WHAT THEYCOULD HAVEDONE BETTER
  46. 46. 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
  47. 47. 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
  48. 48. DR. FEEL,PSYCHOLOGIST
  49. 49. IF LIFE GIVES YOU LEMONS, WOULD YOU… A. MAKE LEMONADE B. HAVE A LEMONADE FIGHT BE STUPID
  50. 50. DIESEL BEFORE
  51. 51. DIESEL AFTER
  52. 52. TARGETYOUTHFUL, FUN-SEEKING,OUT-GOING PEOPLE OBJECTIVES INCREASE STORE VISITS INTERACT WITH TARGET ONLINE ENGAGE THEM WITH PHILOSOPHY BUILD OWN BRAND PERSONALITY
  53. 53. USPTHE “STUPID” LIFESTYLE APPEALS SEXUAL, HUMOROUSTONELOUD, BALLSY, SOCIAL
  54. 54. CRITIQUEWELL INTEGRATEDVERY EFFECTIVEMOSTLY APPROPRIATEBELIEVABLE, RELEVANTSOMEWHAT PERSUASIVE
  55. 55. RECOMMENDATIONS STRENGTHEN BRAND LINKAGE ELMINATE UNNECESSARY ELEMENTSINTERACTIVE AD IN INTERVIEW MAG APP BRANCH OUT MOBILE MARKETING
  56. 56. SHOW AND TELL
  57. 57. ASSIGNMENT NO. 1: BLOG BESTUPIDYORK.TUMBLR.COM
  58. 58. ASSIGNMENT NO. 2: MAGAZINE
  59. 59. QUESTIONS? COMMENTS?

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