benetton uk advertising proposal
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New brand campaign
Fashion Branding Group
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Who are we?
We know one size doesn’t fit all…
Maria SarramitoMedia Planner
Worachat T Copywriter
Juan Mejia Planner
Jen Hsu Creative Director
Dave Kalonji Account manager
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• Created in 1975 in London• The essence of our reputation is in the high fashion retailing
industry
• The mannequin branding group is characterized by a diverse and multicultural team of professionals operating in different European cities such as Paris and Milan.
• Our top franchises are in Paris and London with record a turnover of 4.008,431£ (YTD July 2011).
Who are we?
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Why us?• We are the only specialized fashion industry advertising
agency• We are a boutique and make custom made strategies• We know how the fashion market works• We have worked with some of the leading fashion brands in
the world• We have great relationships with designers and fashion
houses
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Current portfolio• Our currently clients including Dolce & Gabbana , Giorgio Armani , Calvin Klein, and Diesel.
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Agenda• Client’s problem analysis• The insight•Strategic approach•Creative concept and execution• The media proposal• Evaluation
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Client’s problem analysis
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“We know one size doesn't fit all”
We know the size of Benetton!
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THE UK HIGH STREET CHALLENGES…
About the problem…
LOW CONSUMER SPEND
EXCESS OF SALE OFFERS
VERY SIMILAR PRODUCTS
ONE OF THE MOST COMPETED MARKETS FOR THE FASHION INDUSTRY
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BUT WE WANT PEOPLE TO GO TO OUR STORES…
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WHY SHOULD THEY?
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Little differentiation
Very similar brand wheel
Not a significant connection with the brands
Very similar products
Choices based on availability and price
Benefits
dressedwarm
Attributes
Personalityquality
durable
colorfulcool
colors
multicultural
polemic
Value
confidentfashionable
unique
Brand essence
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People remember Benetton, but they don’t have a clear brand image
But you must use the opportunity to create a stronger brand image and connection with the target…
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The insight
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The traditional family….
Showed in millions of campaigns…
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BUT FAMILIES IN THE 21ST CENTURY ARE NOT THE SAME...
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THEY ARE THE NEW FAMILIES
But everyone seems to ignore them…
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Who are they?
Age range 25-50
Are families made of…• Single parent• Unmarried couple• Remarried (older with younger)• Gay/Lesbian
And every other family that accepts them and have an inclusive mind-set.
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They are almost 50% of Britain
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Why them?
• They have good jobs and a good income base• They are culturally interested and cultivated• They like to enjoy their life • They spend their money in good quality things• They are open minded and image conscious• They want the best for their loved ones
They have never actually been portrayed as the center of any advertising campaign…
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Strategic approach
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What we want to create?
• Brand identification with these new families• Take advantage of this opportunity• Create differentiation towards its competitors• A close relationship with the new family• A connection with Benetton brand• Connect values with target and product
A concept that can live for a long time…
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Our positioning statement
• For real, open minded, image conscious, modern families…
• Who needs timeless good quality clothes and want the best for their families,
• Benetton is a brand of clothes that will last longer and fit into any kind of style.
• Unlike Zara, H&M and Gap, Benetton offers good quality for money for all the family including babies, kids, teenagers and adults.
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Campaign objectives
• Remind and modify attitudes: Benetton is the place to buy their clothes• Generate awareness by spreading news about the
brand• Create a new USP that has a deep connection of the
brand with the consumer
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Strategy
• Create a new and very unique USP for Benetton
• Develop a bond with our target audience
• Build upon Benetton’s core values
• Go back to brand essence but connecting the products
New families
Colours
One stop shop
Love
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The Benetton New Family
• The Benetton Family is a long term concept that allows multiple executions.
• It is a way to own the new families space and use it to build a strong connection between Benetton and the target.
• The Benetton family involves all:– the new families– the colors– their beliefs
• It shows them as they are and it tells them they belong in Benetton
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Benetton New Family
Attributes
• Clothes for all members of the new families
• Basics that all people need• Classic clothes with good quality• Variety of colors
Benefits
• The whole family likes it• Shopping for all in one place• Guaranteed quality• Good price for quality
Values
Makes us feel …• Like we are home• That we are special• That we made the right choice• That life is easy
Personality
• Modern• Open minded• Easy going• Happy• Creative
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Creative concept & execution
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Creative concept
• Benetton new family
• A way to own the concept of new families
• A direct connection with the target: if you are part of a new family, you are part of Benetton new family
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TVCF 30s
Video Zoom in to opening curtain
Audio(Music) Creating a cheerful, fun, happy and stylish mood, to make people look like they are models in fashion show. The music will be running from first scene to seventh scene.
(Music)A woman coming out of the fitting room and adjusting her blouse, and a man comes near her and shows the smiling baby.-Posing in front of camera as if in front of the mirror.
Fitting room background: purple
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VideoCurtain opening againTwo attractive women posing like models, showing their whole outfit
Fitting room background: white
Audio(Music)
(Music)A close shot of a young handsome guy in the dressing roomCamera: change angle, pan to show some part of the shop atmosphere.Fitting room background: orange
Zoom out to reveala mature women enjoying her clothes standing beside young handsome man posing in front of the camera
(Music)
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VideoTwo men are walking close to the camera and posing in front of it as if they were in front of a mirror, with confident expressionFitting room background: green
Audio(Music)
(Music)A teenager boy walks to the camera and stands by himself posing in front of it with a cool face.
Fitting room background: green
White background with essential colors of Benetton show first and slogan “new family” appear just next
(Music) change to a slower tempo, with music that makes the audience feel warm, happy, romantic and peaceful. Running from eighth to the last scene
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VideoCouple of lesbian cuddling each other out of the changing room.
Audio(Music)
(Music)
One guy leaning on his lover’s shoulder and touching its clothes with his face.
Camera: zooms out to show that they came together with their child.
A Single mother stands in front of the camera with her smiling baby. Then, she touches her baby’s clothes and smile.
(Music)
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All the new families walk out of the Benetton store with their happy face and packages of their shopping
Audio(Music)
Announcer: United Love, United Clothes
Benetton logo with the slogan of new campaign.
VideoThe mature woman comes close to the handsome guy and touches his sweater (all his chest).
(Music)
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Image
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Newspaper
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Magazine
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Outdoor
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Outdoor
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The media proposal
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Numbers that matter...
WEEKS 1+2
WEEKS 3+4
WEEKS 5-8
300 GRP
200 GRP
200 GRP
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TV360 GRP
28 TIMES
4 WEEKS
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NEWSPAPERS190 GRP
35 TIMES
5 WEEKS
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MAGAZINES50 GRP
15 TIMES
5 WEEKS
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BUSES 160 GRP
2 WEEKS
DIGITAL ESCALATORS PANELS
20 GRPaverage
4 WEEKS
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600k2 MONTHS
GOOGLE AD ESTIMATED TRAFFIC FACEBOK REACHED TARGET
21m 2 MONTHS
YOU TUBE VIRAL CAMPAIGN
ONLINE
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FACEBOOKCAMPAIGN
PR ACTIONWITH JOURNALISTS AND FASHION BLOGGERS
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Investment of the Benetton Group
NEWSPAPERSMAGAZINES
TVOOH
ONLINE
1,7 m289 k757 k703 k377 k
3,9M
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Media plan and calendar
APR MAY
Press
Name GRP / Audience Format Rate (th£) Nº Total GRP Total Rate 1 2 3 4 5 6 7 8
Evening Standard 4.3 FPC £57.120 6 25.8 £342.720 1 1 1 2 1
Metro 7.6 FPC £37.080 7 53.2 £259.560 2 1 1 2 1
The Guardian 3.6 FPC £34.000 7 25.2 £238.000 2 1 1 2 1
The Times 4.6 FPC £42.000 5 23 £210.000 1 1 1 1 1
The Observer 3.6 FPC £41.556 5 18 £207.780 1 1 1 1 1The Sunday Times 8.6 OBC £98.700 5 43 £493.500 1 1 1 1 1
Magazines
Vogue 3.2 FPC £24.400 2 6.4 £48.800 1 1
Cosmopolitan 3.8 FPC £18.296 2 7.6 £36.592 1 1
Glamour 3 FPC £23.028 2 6 £46.056 1 1
Mens Health 3.2 FPC £15.385 2 6.4 £30.770 1 1
Elle 2.1 FPC £13.125 2 4.2 £26.250 1 1
The Times Magazine 3.9 FPC £19.950 5 19.5 £99.750 1 1 1 1 1
TVX Factor (ITV) 15.4 30' £43.243 8 123.2 £345.944 4 2 1 1
DownTon Abbey (ITV) 15.4 30' £43.243 9 138.6 £389.187 4 3 1 1
BBC News (Peak Time) 8.8 30' £2.000 11 96.8 £22.000 4 3 2 2
Outdoor
Name Target Audience Format Rate (th£) Nº Total Estimated Exposure Total Rate
CBS - London Underground - Oxford Street Station Consumer Pack (Weekdays 1am-4pm & W/E 6am-5pm)
20 Digital Escalators Pannel £67,780 4 19.79 £67,780 1 1 1 1
CBS - Buses National Network Pack (People see bus ads on average 5 times a day)
£699,542 2 159 £635,500 1 1
Internet
Site Estimated Reach CPC / CPM Estimated Traffic
Google Adwords 301,000 ppl per month AdWords£0.62/
£186,620 (monthly) 8 602.000 £373,240 1 1 1 1 1 1 1 1
Facebook 20,965,600 ppl Sponsored Stories,£0.50 CPC/
50£ per day 8 20,965,600 ppl £3,000 1 1 1 1 1 1 1 1
Total £3,876,429
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INVESTMENT OF THE BENETTON GROUP
3,9M
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The evaluation
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EvaluationThe success of this campaign should be measured towards:
– Effectiveness and engagement of the message– Brand awareness– Sales
• Message assessment: Focus Groups– Assess an advertisement’s potential– Diagnose areas for improvement
Determine:– Main message– Secondary message– Likes– Dislikes– Points of interest– Points of confusion
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Evaluation• Improve ranking position of Benetton in branding studies:
• Millward Brown• Synovate• GfK
• Econometrics:– Evaluate weekly sales behavior vs. investment– Determine most effective media and adapt plan when possible
• Bruzzone test (TV):– Measure recognition and recall– Physiological Arousal– Persuasion– Sales Response