CHANEL

Theme 1The origins of the legendary

ORIGIN

Theme 2The free pursuit of

LIBERTY

Theme 3The abstract essence of

ABSTRACTION

Theme 4The illusion of inspiration

IMAGINARY

Theme 5The hidden luxury

INVISIBILITY

Charlotte. Lee 28/05/2013

CHANEL

AgendaCULTURE CHANEL Exhibition

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SuggestionExhibition Interpretation

• Integrated Marketing Communications Integrated Marketing Communications

Replay some films of the Coco Chanel legend before

holding exhibition. It emphasis audience knowledge

about what era Coco lived it

• Contextual Interpretation Contextual Interpretation

Using poignant contrast of Coco Chanel’s

contribution at her era.

Emphasis the pioneer images and creativity of

Coco Chanel

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SuggestionExhibition Interpretation

• Virtuality and RealityVirtuality and Reality

It helps to create the illusion that the physical existence of

those work of art was entirely function of the sensory

experience

- virtual reality of Coco Chanel apartment - Screen behind exhibit to show its meaning and heritage

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SuggestionExhibition Interpretation

WebsitesWebsitesSmartphonesSmartphones

Social MediaSocial Media

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ConclusionExperiential marketing

• Experiential marketing is the act of connecting consumers with a brand through a live interaction

• This experience provides consumers with the ability to understand a product or brand by using their senses and engaging with it

• Success experiential marketing requires planning to use the right measures at the right time along with the right messages

THANK YOU!

CHANEL

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Methodology2 Information sources

Quantitative SurveyQuantitative Survey•72 respondents•from Culture Chanel communities or discussion blogs•Questionnaire completed 23% (total 312 visitors)

NetographyNetography•6 bloggers from 3 main-stream blogs (total 300 messages)•analyses the comment of bloggers about their Culture Chanel discussion

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Exhibition Success or not?Recognition of Western history and Art knowledge

Q6. Which the theme you give the highest score? Why? Q7. Which the theme you give the lowest score? Why?

• Less Preference: Less Preference: “Abstraction” & “Imaginary” Reason: personal dislike, difficulty to understand

• More Preference:More Preference: “Origin” Reason: personal like, easy to understand

Q5. There were 5 themes in the exhibitions. Please comment your preference on them: 1 (very dislike) to 5 (very like)

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Exhibition Success or not?Difference Culture and Value of Chinese and Western on Art

• Less Preference: Less Preference: Manuscripts: Musicians & Poets• MMore Preference: ore Preference: Haute Couture Perfumes

Q9. What kind of exhibits impress you a lot?

Q10. What kind of exhibits impress you less?

Q12. Have you been impressed by artists’ work in the exhibitions? What artist do you impress the most?

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Exhibition Success or not?Intention to Purchase

Q4. The reason of you purchase Chanel product: Q3. What do you think about Chanel Brand?

Q11. After visited the exhibition, do you want to buy Chanel product(s)? What is it?

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APPENDIXEXHIBITION: The Origins of the legendary ORIGIN

CHANEL

APPENDIXEXHIBITION: The free pursuit of LIBERTY

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Hidden Luxury INVISIBILITY

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APPENDIXEXHIBITION: The abstract essence of ABSTRACTION

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The illusion of inspiration IMAGINARY