UNITED COLORS OF BENETTON

Jennifer BaileyCatherine Alexander

Nancy ChoWambui Nyachae

Presented By:

OVERVIEW OF PRESENTATION

• Organization’s Background• Reason for Communication• Brand Analysis• Market and Audience Analysis• Big Idea• Media Rationale• Creative Executions• Summary

ORGANISATION’S BACKGROUND

• Established in Italy, 1965• Over 5,000 retail outlets

in 120 countries.

ORGANISATION’S BACKGROUND

• Social-conscious brand.

• Controversial and confronting advertising campaigns.

• Recently resorted to commercial, run-of-the-mill advertisements.

REASON FOR COMMUNICATION

•Since pushing limits too far with controversial Death Row campaign in 2000, advertising has been dull and indistinguishable from competitors

•There is now a lack of congruency between advertising and brand values

REASON FOR COMMUNICATION

•New campaign will reaffirm the brand values, reposition the brand in a positive light, whilst still being recognisably Benetton

BRAND ANALYSIS

• Global brand• Cultural and racial diversity• Unique identity in a crowded market place

BRAND ANALYSIS

• Stimulate conversation on controversial social issues

• One campaign that would reach a global audience• Centered on shock value and controversy

MARKET AND AUDIENCE ANALYSIS

• Present in approximately 120 countries• Educated, socially conscious of the world

“To show the world to the world.”

MARKET AND AUDIENCE ANALYSIS

• Targets both men and women• Between the ages of 20-29 years old• Economically upper middle class market• Trendy and fashion forward• Independent and creative

OUR “BIG IDEA”

LOVE BENETTON.

MEDIA RATIONALE

• Print (magazines and billboards)

• Digital (social media campaign linking to existing Benetton website

• Events (pop-up locations distributing free promotional items)

PRINT EXECUTION

MEDIA RATIONALE

Love Innocence. Love Benetton.

MEDIA RATIONALE

DIGITAL EXECUTION

EVENT EXECUTION

THANK YOU!