brandez-vous for Maybelline New York (Brandstorm 2009)


DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN

WE COULD…


…PLAY WITH IDEAS…

NOT TO LEVERAGE.TO BUILD.


55 seconds

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

M FOR MARKET


M » ANALYSIS


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

M » CONSUMER


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


S FOR STRATEGY


S » KEY POINTS


Female fragranceTargeted mainly to current

Maybelline New York usersKeeping the current positioning

S » GREATEST

ASSET


GIRLS – FANS – AMBASSADORS

R FOR RESEARCH


R » CO-CREATION


Mabel’s Perfume= social networking panel of

300+ Mabelline New York fans

- GIRLS


FICTIVE PERSON WITH REAL WORLD IMPACT


REAL FRIENDSHIP – NO LABORATORY RATS ANYMORE


THEY EVEN CELEBRATED OUR FICTIVE BIRTHDAY!!!


TALKING ABOUT GIRLS’ THINGS…


GROUP FOR GIRLS WHO WANTED TO COLLABORATE


!! “LIFE ETHNOGRAPHY” – NEWS FEED !!


ONE-TO-ONE FRIENDLY INFORMAL COMMUNICATION


CHAT – INFORMAL CONVERSATION IN REAL TIME


Yous

Sandra

Merti

R » QUESTIONARY


Collecting ideasWatching the girls point of view

R » RESULTS


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


The real meaning of the brand


VS.

B FOR BRAND


B » A MIRROR


COMPANY BRAND | CONSUMER PEOPLE

Products C U L T U R E Needs

Services = a mirror imagebetween brandand consumer

Desires

B » BEYOND NAME


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


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


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

B » RECAP


→ PROCESS, NOT A STATE.

C FOR CONCEPT


C » CORE STORY


Focus on the brand meaning.Unfold the idea.

C » CORE STORY


They’re searching for where

they are heading in their life.

→ THE PROCESS

C » OUR CONCEPT:MESSAGE IN THE

BOTTLE © brandez-vous | May 13, 2009 | slide 44

C » MESSAGEinBOTTLE


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

→ THE POWER OF MAYBE

C » MAYBE


Maybe means there are opportunities.

It is possible to do and reach what I want.

C » MAYBE


We made them hold the destiny in their hands.

C » MAYBE


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

Because they are special.

Fuel: emotions → use metaphor

C » MAYBE


THREE VERSIONS:Gurlies52nd FLOORLEISURE

C » GURLIES


Heading for a disco…Strong, sweet scents

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

C » 52nd FLOOR


Heading for high positionGlam-elegant scents

Ambition • Sophistication Knowledge • Little things Skyscrpares

C » Leisure


Heading for peace in lifeFresh smell of ground after the rain

Oasis • Central Park • Time for myself • Maturity

C » PRINTS


D FOR DETAILS


D » Price


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


D » DistrubutionLuxury perfumery Mass market

20% 80%


SEX WITHOUT LOVE IS LIKE A WOMAN WITH CHEAP PERFUME

P FOR PROMO


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


300+ MAYBELLINE NEW YORK GIRLS CAN’T BE WRONG

THANK YOU FOR YOUR ATTENTION


brandez-vous teamDUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN

brandez-vous for Maybelline New York (Brandstorm 2009)

Business

Transcript of brandez-vous for Maybelline New York (Brandstorm 2009)