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DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN

WE COULD…

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…PLAY WITH IDEAS…

NOT TO LEVERAGE.TO BUILD.

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55 seconds

Chanel No. 5 just sells another bottle of the most selling perfume on the world

M FOR MARKET

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M » ANALYSIS

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$30.5 bn +3% p. a. 88% WENA+EEIAWomen » Man 10 = 50% CK/DKNY/M B L∙ ∙

M » CONSUMER

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They are worldwideThey use 2+ perfume They use it dailyThey often carry it in handbag (it needs to be

small)It is something very personal for them

M » SWOT

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S FOR STRATEGY

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S » KEY POINTS

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Female fragranceTargeted mainly to current

Maybelline New York usersKeeping the current positioning

S » GREATEST

ASSET

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GIRLS – FANS – AMBASSADORS

R FOR RESEARCH

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R » CO-CREATION

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Mabel’s Perfume= social networking panel of

300+ Mabelline New York fans

- GIRLS

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FICTIVE PERSON WITH REAL WORLD IMPACT

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REAL FRIENDSHIP – NO LABORATORY RATS ANYMORE

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THEY EVEN CELEBRATED OUR FICTIVE BIRTHDAY!!!

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TALKING ABOUT GIRLS’ THINGS…

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GROUP FOR GIRLS WHO WANTED TO COLLABORATE

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!! “LIFE ETHNOGRAPHY” – NEWS FEED !!

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ONE-TO-ONE FRIENDLY INFORMAL COMMUNICATION

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CHAT – INFORMAL CONVERSATION IN REAL TIME

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Yous

Sandra

Merti

R » QUESTIONARY

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Collecting ideasWatching the girls point of view

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R » RESULTS

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They are worldwideThey use 2+ perfume They use it dailyThey often carry it in handbag (it needs to be

small)It is something very personal for them

R » SEMIOTICS

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The real meaning of the brand

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VS.

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B FOR BRAND

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B » A MIRROR

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COMPANY BRAND | CONSUMER PEOPLE

Products C U L T U R E Needs

Services = a mirror imagebetween brandand consumer

Desires

B » BEYOND NAME

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Maybelline [’mei-bi,lin]Older sister (friend) who always gives advice, shows new horizons and help us get there, yet not too old for fun

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BRAND MOLECULESex and the City

Mabel & T.L.

Williams’

storyEducative

older sister-like

New York

Girls having

funPartiesMaybe she was born with

it

Christy Turlington

story

B » RECAP

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Brand meaning: it helps them get there.WTF?: help girls get to New York in both tangible and intangible meaning.

B » RECAP

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→ PROCESS, NOT A STATE.

C FOR CONCEPT

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C » CORE STORY

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Focus on the brand meaning.Unfold the idea.

C » CORE STORY

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They’re searching for where

they are heading in their life.

→ THE PROCESS

C » OUR CONCEPT:MESSAGE IN THE

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C » MESSAGEinBOTTLE

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The process.Heading somewhere.MAYBE it will get there…

→ THE POWER OF MAYBE

C » MAYBE

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Maybe means there are opportunities.

It is possible to do and reach what I want.

C » MAYBE

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We made them hold the destiny in their hands.

C » MAYBE

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The message is about them. So it has to be special.

Because they are special.

Fuel: emotions → use metaphor

C » MAYBE

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THREE VERSIONS:Gurlies52nd FLOORLEISURE

C » GURLIES

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Heading for a disco…Strong, sweet scents

Fun • Pop-culture • Disco Lolipop • Discoball • City Rush Party

C » 52nd FLOOR

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Heading for high positionGlam-elegant scents

Ambition • Sophistication Knowledge • Little things Skyscrpares

C » Leisure

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Heading for peace in lifeFresh smell of ground after the rain

Oasis • Central Park • Time for myself • Maturity

C » PRINTS

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D FOR DETAILS

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D » Price

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$ 19 30ml/1.02 oz$ 24 50ml/1.7 oz$ 39 100ml/3.4 oz

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D » DistrubutionLuxury perfumery Mass market

20% 80%

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SEX WITHOUT LOVE IS LIKE A WOMAN WITH CHEAP PERFUME

P FOR PROMO

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MEDIAMIX TIMELINE

DM

        PR

        PRINTS

        IN STORE ACTIVITIES

        SHORT FILM TV AD

        LAUNCH

        WEB - MICROSITE

        WEB - SOCIAL NETW

        MOBILE APP

        IN STORE TEASING

Q4Q3Q2Q1Q4Q3Q2Q1ACTIVITY

20112010 

IN-STORE TEASING

SHORT FILM TV AD

Girls from around the world speaking their messages in the bottle

MOBILE CAMPAIGN

WEB MICROSITE

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300+ MAYBELLINE NEW YORK GIRLS CAN’T BE WRONG

THANK YOU FOR YOUR ATTENTION

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brandez-vous teamDUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN