Lifestyle Fragrance Pitch
23 March 2011
Wednesday 23 March 2011
BUSINESS CHALLENGE
Wednesday 23 March 2011
1 Develop 2 strong holistic campaigns for the full year (FY 1112)
to establish the Lifestyle category in South Africa
focusing on the main brands of the PampG Lifestyle Portfolio
Conceptualize innovative creative solutions
that create in store disruption with
sampling activity to drive trial and build equity
Conceptualize a strong holistic campaign with multiple touch points
providing a category solution that will drive feet in store
and create retail disruption
23
Wednesday 23 March 2011
Establish the right mix of products
4Text
Establish the right mix of products
Text
Wednesday 23 March 2011
5Connect engage and interact with the consumer
bull 13 to 25 year olds
bull Upgrading from mainstream to lifestyle
bull Female bias category
bull Value seekers
She Feels She Thinks She DoesShe sees
Lots of choices
Disorganized
Stocked poorly
Confused
Overwhelmed
Frustrated
Buys ldquosame oldrdquo fragrance
or will try whatever is on
promotion
ldquoI want to be original
and express myself in my
own unique wayrdquo
Wednesday 23 March 2011
6Double the business by end FY 1112
7Encourage shift in usage from special occasions to daily application
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
BUSINESS CHALLENGE
Wednesday 23 March 2011
1 Develop 2 strong holistic campaigns for the full year (FY 1112)
to establish the Lifestyle category in South Africa
focusing on the main brands of the PampG Lifestyle Portfolio
Conceptualize innovative creative solutions
that create in store disruption with
sampling activity to drive trial and build equity
Conceptualize a strong holistic campaign with multiple touch points
providing a category solution that will drive feet in store
and create retail disruption
23
Wednesday 23 March 2011
Establish the right mix of products
4Text
Establish the right mix of products
Text
Wednesday 23 March 2011
5Connect engage and interact with the consumer
bull 13 to 25 year olds
bull Upgrading from mainstream to lifestyle
bull Female bias category
bull Value seekers
She Feels She Thinks She DoesShe sees
Lots of choices
Disorganized
Stocked poorly
Confused
Overwhelmed
Frustrated
Buys ldquosame oldrdquo fragrance
or will try whatever is on
promotion
ldquoI want to be original
and express myself in my
own unique wayrdquo
Wednesday 23 March 2011
6Double the business by end FY 1112
7Encourage shift in usage from special occasions to daily application
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
1 Develop 2 strong holistic campaigns for the full year (FY 1112)
to establish the Lifestyle category in South Africa
focusing on the main brands of the PampG Lifestyle Portfolio
Conceptualize innovative creative solutions
that create in store disruption with
sampling activity to drive trial and build equity
Conceptualize a strong holistic campaign with multiple touch points
providing a category solution that will drive feet in store
and create retail disruption
23
Wednesday 23 March 2011
Establish the right mix of products
4Text
Establish the right mix of products
Text
Wednesday 23 March 2011
5Connect engage and interact with the consumer
bull 13 to 25 year olds
bull Upgrading from mainstream to lifestyle
bull Female bias category
bull Value seekers
She Feels She Thinks She DoesShe sees
Lots of choices
Disorganized
Stocked poorly
Confused
Overwhelmed
Frustrated
Buys ldquosame oldrdquo fragrance
or will try whatever is on
promotion
ldquoI want to be original
and express myself in my
own unique wayrdquo
Wednesday 23 March 2011
6Double the business by end FY 1112
7Encourage shift in usage from special occasions to daily application
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Establish the right mix of products
4Text
Establish the right mix of products
Text
Wednesday 23 March 2011
5Connect engage and interact with the consumer
bull 13 to 25 year olds
bull Upgrading from mainstream to lifestyle
bull Female bias category
bull Value seekers
She Feels She Thinks She DoesShe sees
Lots of choices
Disorganized
Stocked poorly
Confused
Overwhelmed
Frustrated
Buys ldquosame oldrdquo fragrance
or will try whatever is on
promotion
ldquoI want to be original
and express myself in my
own unique wayrdquo
Wednesday 23 March 2011
6Double the business by end FY 1112
7Encourage shift in usage from special occasions to daily application
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
5Connect engage and interact with the consumer
bull 13 to 25 year olds
bull Upgrading from mainstream to lifestyle
bull Female bias category
bull Value seekers
She Feels She Thinks She DoesShe sees
Lots of choices
Disorganized
Stocked poorly
Confused
Overwhelmed
Frustrated
Buys ldquosame oldrdquo fragrance
or will try whatever is on
promotion
ldquoI want to be original
and express myself in my
own unique wayrdquo
Wednesday 23 March 2011
6Double the business by end FY 1112
7Encourage shift in usage from special occasions to daily application
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
6Double the business by end FY 1112
7Encourage shift in usage from special occasions to daily application
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
CONSUMER amp MARKET RESEARCH
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
PROPOSED PRODUCT MIX
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
fragrances3
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
whybull Target market relevance
bull Celebrity status
bull Tactical opportunities
bull Global brand recognition
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
why notbull Previous launch in SA unsuccessful
bull 2008 focus groups revealed negative
amp impartial consumer attitudes
bull Potential dilution of DampG ldquoCollectionrdquo equity
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
why notbull Brand name unknown in SA market
bull Key positioning amp
brand messaging not established
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
CONSUMER INSIGHTS
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Other fragrances focus on the impact now
Focus on what you are doingFocus on sexual and performance
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
We propose a shift from the sexual nature and immediate promise of attraction tohellip
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
the influence fragrance has on creating who you are
Focus on creating and shaping your moodfantasy
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Scent of a Woman
My Scent ndash My Mood
Older Wiser Discerning Decisive Destination
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Occasional Users
Mood Changers
Signature Users
Informal Interviews were conducted across various shopping malls in fragrance retail stores
This methodology identified 3 types of fragrance users
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Conscious of their individuality
Scent plays a role in defining who they want to be at that moment
Fragrance is more than a product - Itrsquos a lifestyle
An extension of self
Mood Changers
ldquoYouth are no longer saying that I am a disciple of the brand they are now saying that the
brand is an ingredient of merdquo
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
ldquoI change colognes often I have different fragrances for each season I like CK for
summer and Paco Robanne for Winterrdquo
ldquoI have a collection of fragrances I just choose what to use depending on my mood or
what Irsquom going to be doingrdquo
ldquoI use different fragrances for different occasions ndash funerals going to work chilling with
friends when my man is coming over ndash I have enough to go aroundrdquo
ldquoI wear different fragrances per week but that one specifically I wear when Irsquom going
somewhere specialrdquo
Mood Changers
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Co-Creators
Collaborators
Customizers
Youth Generation ndash The CO-Generation
ldquoThe easiest way to get consumers to notice your content is to get them to create itrdquo
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Drivers for the communities
Music
Lifestyle
Icons
Fashion and beauty brands
Age
Symrise Identifies that within the CO-Generation there are 6 Communities
ldquoWe will find that in a bid to define their individual and collective self they will cut and paste from many a sourcerdquo
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Dark moody sensitive
Emo Emo
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Arty
Feminine modern hippie Arty
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Geeks
Smart modern quirky Geeks
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Male rockstar modern metro
Neo Mods
NeoMods
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Fluo
Bright Fun Happy Fl uo
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
FunkyRnB
Evolution of Hip Hop cross cultural Funky
RnBWednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Sohelliphellip
The Mood Changers want the freedom to express the different versions of themselves and their different moods
Expressive experiential immersive
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
where do we reach these mood changers
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
PATH-TO-PURCHASE
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment
(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Brand13 Touchpoints
Brand13 Touchpoints
Brand13 Touchpoints
A blueprint to guide the
development of a campaign
from painting a rich portrait of
the shopper her needs wants
and behaviors to
understanding where and when
she would be receptive to what
kind of messaging to
recommending the touch points
that would best resonate with
her
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
2 creative expressions
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
A Key Macro Trend
Conspicuous Consumption
bull Being showy
bull Status experiences
bull Over the top
bull Expensive = value
bull Manufactured experiences
Conscious Consumption
bull Searching for meaning
bull Valuable experiences
bull Understated
bull Substance = value
bull Authentic experiences
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
OLD
Messages
Static
Saying
Look amp Feel
Aspiration
Touch points
Audience
NEW
Conversations
Dynamic
Doing
Experience
Authenticity
Engagements
Community
The New Context
The Fast Changing World Of Marketing Communications
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
ROUTE 1
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Women are complicated We keep men lying
awake at night trying to figure us out
We are mysterious and full of contradictions
And thatrsquos when we finally figure out
who we are and what we want
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
As teenagers we are not yet grown
we are evolving We are delicate supernovarsquos of
emotions and moods We change our minds and
swing our moods and do it a few times daily
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Lifestyle has the opportunity to take ownership of these ever
changing moods Our campaign celebrates our changeability and
acknowledges that itrsquos how we grow and discover ourselves
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
By matching fragrances to moods
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
The big idea
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
MATCH YOUR MOOD
Pick a fragrance for every you
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Teaser phase
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
bullBrochure insert for Foschini data base
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
44
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
45
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
46
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
bullG-chat MSN Facebook chat
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
bull Certain words relating to mood can be identified in real time chat Software then activates a pop up ad relating to the chatterrsquos current mood
bull Facebook Gmail and MSN chat have profile details on age location and gender which make targeting easy
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
51
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
52
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
bull fortune teller fish promotion
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
These ldquomood metersrdquo are handed out by promoters in malls and can be tied in with promotions
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Launch phase
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Origami mood meter print
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
60
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
61
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
62
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
63
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Heat sensitive print ad
Heat sensitive paper changes colour when touched to reveal your mood Perfume samples can be integrated into the ad
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
65
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
66
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
67
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Tactical Television
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Certain shows evoke specific moods We will produce 5 second tags relating to specific fragrances
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
71
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
72
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
73
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
74
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
75
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
76
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
77
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
78
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Mobi site
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
We are the go-to destination where girls learn about themselves in their moods through a series of fun questionnaires and multiple choice tests
Results are linked to facebook or twitter creating talking points about the Match your Mood campaign on line
Teaser phase G chat MSN chat and Facebook chat push users to the site
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
In store
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Heat-sensitive Interactive screen
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Before people enter the store they have the opportunity to interact with the brand in an awesome way
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Interactive display stand
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
87
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
88
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Floating display
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Changing rooms
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
96
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Hangers
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
101
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
102
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
103
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Shoe-stand wobblers
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Music in-store
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Give-away
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
110
Mood13 ringsWednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
111
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Out and about
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Interactive heat sensitive counters Clubscoffee shopshairdressers
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Matric rage Club activations
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
AR stamps
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Club stamps with an AR code play an animation related to a specific fragrance when scanned
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Scented mood band
Heat sensitive bands tie into the campaign and are an easy way to do sampling
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Valentinersquos day promotion
Help the boys figure out their girlfriends moods
Pre-valentines day boys are given the help they need to decipher their girlfriends moods in the form of a heat
sensitive mood band A perfume to suit is recommended
as a Valentinersquos gift
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
ROUTE 2Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
In a world where even the latest gossip is so 5
minutes ago no one can keep up with those who
know it all and want it all
They are the most critical audience in the world
the generation who are driving trends towards extinction
faster than we can create them
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Who are these people
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Our target market
How do we impress them
We canrsquot and we wonrsquot
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
This campaign will not even try
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show
At its core the campaign will use the only
constant in a vortex of change social media
Our target market are people who live their lives through digital
social media This is where they express themselves
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
We want to take it one step further
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Perfume enhances the impression you make
on the world
This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Imagine a world where your status updates tweets and text
messages can be enhanced with a digital spritz of perfume
Every point of contact with social media becomes an opportunity
to enhance your updates tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does
We offer a unique service to consumers always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their lsquotranslatedrsquo digitally spritzed message
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
How it works
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
132
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
134
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
135
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
136
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
137
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
138
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
139
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
140
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
141
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
142
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
143
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
144
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Facebook
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
146
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
147
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Twitter
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
149
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
mixit
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
151
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Mobisitewebsite
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
This will be the digital portal where you can create beautiful text messages tweets
and status updates
and link them to any social media you want It is also
the nerve centre through which SMSrsquos MixIt Messages tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear
The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Teaser
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
On-line banners
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
156
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
157
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
158
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
159
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Direct mailer
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
161
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
162
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
MMS to Foschini account holders
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
164
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Launch
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
In-store
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
167
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
168
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
169
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
170
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
171
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Concert amp Club Activation
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Message T-shirts
As cool handouts we want to give away T-shirts that have a programmable vinyl display stitched into the material
The wearer can use her mobile phone to send a message straight to the shirt
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
174
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
175
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Outdoor
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Message Walls
We would like to place an electronic billboard at concerts and shopping malls Concert-goers and shopaholics alike can
SMS messages to interactive billboards
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
178
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Tactical TV Valentinersquos Day
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
15 seconds to express yourself on TV
The best Scent Messages sent from a Foschini store before Valentines Day wins 15 seconds of airtime on national TV
This would be the ultimate way make sure your Valentinersquos Scent Message reaches the widest possible audience
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Print
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
These ads will contain a Scented Message complete with a beautiful design a peel-away fragrance tester and a call to
action to visit our website
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
186
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
187
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
188
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
USB
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Give away branded flash disks with every bottle of Lifestyle perfume sold
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
These flash disks will look different for each of the different fragrance brands and contain a selection of cool ringtones screen-savers and
music
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Smart Phone Apps
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Scent Message Folder App
Users have an additional folder on their phones
to add to their existing Inbox Outbox etc
This folder will automatically save all your Scent Messages
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Instagram App
By downloading this smart phone instagram app you can translate your photos into a fragrance too
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
match your mood element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Direct Mailer PrintG-chat MMS ChatFace book ldquomood wordsrdquo
Guerilla sampling (fortune teller)
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Display Stand amp Window DisplaysChange Rooms
Tactical category branding (Clothing hangers footwear shelf strips)
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Mobi Banners amp Mobi SiteInteracive Counter top branding
(coffee shops night clubs hair salons )Tactical Activations
(Matric Rage Valentines Day)
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
scent messages element summary
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
TEASER
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping List
Need Trigger
Need Assessment
Online bannersMixitTwitterMicro siteDirect MailerPrint
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
REVEAL
PRE-PURCHASE
IN-STOREEXPERIENCE
POST-PURCHASEEVALUATION
Planning
Entrance
Search ampDiscovery
Evaluation
Brand Selection
Actual PurchaseAssessment(In-store Experience)
Unpacking
Storage
Consumption
Assessment(Product Brand)
Shopping ListNeed Trigger
Need Assessment
Digital Display Stand (interactive)In store promotions
Print ldquoorigamirdquo amp ldquoheat ldquoTV (Program sponsorship)
Advertorials Outbound Mobile MessagingConcert amp Club activations
Message Walls (outdoor)Electronic Billboards
Tactical TVSmart Phone Apps
Print
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
CONCLUSION amp SUMMARY
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
campaign roll out
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
MATCH YOUR MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOODMATCH13 YOUR13 MOOD
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 G13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 MMS13 Chat 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Facebook13 mood13 words 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Guerilla13 Sampling13 (fortune13 teller) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Change13 Rooms 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 Category13 Branding13 (clothing13 hangers13 footwear13 shelf13 strips) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 mobi13 banners13 amp13 mobi13 site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 InteracKve13 counter13 top13 branding13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
SCENT MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGESSCENT13 MESSAGES
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul
TEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASERTEASER
13 -shy‐13 Direct13 Mailer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Micro13 Site 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Mixit 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TwiSer 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Online13 Banners 13 13 13 13 13 13 13 13 13 13 13 13 13 13
REVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEALREVEAL
13 -shy‐13 Print 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Display13 Stand 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Outbound13 Mobile13 Messaging13 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 AcKvaKons13 (concerts13 amp13 clubs) 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Message13 Walls 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Electronic13 Billboards 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 TacKcal13 TV 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 In13 store13 promoKons 13 13 13 13 13 13 13 13 13 13 13 13 13 13
13 -shy‐13 Smart13 Phone13 Apps 13 13 13 13 13 13 13 13 13 13 13 13 13 13
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
Odors have a power of persuasion stronger than that of words
appearances emotions or will The persuasive power of an
odor cannot be fended off it enters into us like breath into our
lungs it fills us up it imbues us totally There is no remedy for it
- Patrick Suumlskind
Wednesday 23 March 2011
![Untitled-3 [content.alfred.com] · 2017-10-03 · LESSON I Pitch 2 Pitch 3 Pitch 4 Pitch 5 Pitch 6 Pitch 7 Pitch 8 Pitch 10 Pit h 11 Pitch 12 Pitch 13 Pitch 14 Pitch 15 Pitch 16 Pitch](https://static.fdocuments.in/doc/165x107/5f1f182654507e355339a7ee/untitled-3-2017-10-03-lesson-i-pitch-2-pitch-3-pitch-4-pitch-5-pitch-6-pitch.jpg)
