Digital Creative Proposal

This is a digital billboard

There will be another digital billboard which will have the women holding the bag

At the bottom of the billboard ,their will be social networking tags where you can discover your photo.@carrycoach , carrycoach. ♯

Personal Approach

At the bottom of the digital billboard we will have comments complimenting the person!

Such as ….. “Hey ,you look great”

“WOW , that color suits you !!!” “B-E-A-U-T-I-F-U-L”

BUT NOT !!!!....

“You can buy this bag at www.coach.com for only £700 !”

Location for Digital Billboard

As you approach each coach store at the convenient points a digital advertising board will display the current advertising campaign model genet Paltrow with Coach, then a few seconds later the customers superimposed face will appear in place of Gwyneth patrol with Coach

Other Digital advertising boards can be placed very near to other retail outlets selling handbags, redirecting to coach stores.

Core Audience for Coach

• Mid Thirties

• Middle to Higher Class

• People like to have a product which makes them feel proud to have

Social networking for Coach

@carrycoach ♯carrycoach

Ratio

Coach New Bond Street41-42 New Bond StLondon W1S 2RY44 (0) 20 3141 8901

Coach Westfield MallWestfield MallSpace 127 & 128, Ariel WayLondon W12 7GF44 (0) 20 3141 8900

Coach Regent Street London76-78 Regent StreetLondon W1B 5RL44(0) 20 7479 7940

Coach Harrods87-135 Brompton RoadKnightsbridgeLondon SW1X 7XL44 (0) 207 225 5631

Coach Bicester VillageBicester Village, Unit 4450 Pingle Drive,Bicester OX26 6WD44 (0)1869 248069

F M 70 : 30

90:10

70:30

X

60:40

‘Coach are best experienced in person’

So this is how I came up with the idea of mixing the interactive billboard and using people themself.

On coach website they have news/events and then sub categorized ‘spotted’ which shows A list celebrities, I though you could alter it for a few weeks so it shows the UK customers

This could link to the social networking tags @carrycoach , carrycoach. ♯

UK Culture

It is a human nature that people like to see themselves on TV or in photos and especially appealing in advertising campaigns where the general public can see them

So I thought of a extension of my idea……

Gwyneth Paltrow is the face of Coach. This would be on a digital billboard and then when the picture is taken of the person walking past the other billboard. There face would appear on there instead of Gwyneth Paltrow. For example

Put the people as the face of Coach !!!!

The Competitors

• Mulberry• Dolce and Gabbana• Chanel

QUESTIONS ? ………

My name is Lena Aiello