benetton presentation
Post on 01-Nov-2014
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UNITED COLORS OF BENETTON
Jennifer BaileyCatherine Alexander
Nancy ChoWambui Nyachae
Presented By:
OVERVIEW OF PRESENTATION
• Organization’s Background• Reason for Communication• Brand Analysis• Market and Audience Analysis• Big Idea• Media Rationale• Creative Executions• Summary
ORGANISATION’S BACKGROUND
• Established in Italy, 1965• Over 5,000 retail outlets
in 120 countries.
ORGANISATION’S BACKGROUND
• Social-conscious brand.
• Controversial and confronting advertising campaigns.
• Recently resorted to commercial, run-of-the-mill advertisements.
REASON FOR COMMUNICATION
•Since pushing limits too far with controversial Death Row campaign in 2000, advertising has been dull and indistinguishable from competitors
•There is now a lack of congruency between advertising and brand values
REASON FOR COMMUNICATION
•New campaign will reaffirm the brand values, reposition the brand in a positive light, whilst still being recognisably Benetton
BRAND ANALYSIS
• Global brand• Cultural and racial diversity• Unique identity in a crowded market place
BRAND ANALYSIS
• Stimulate conversation on controversial social issues
• One campaign that would reach a global audience• Centered on shock value and controversy
MARKET AND AUDIENCE ANALYSIS
• Present in approximately 120 countries• Educated, socially conscious of the world
“To show the world to the world.”
MARKET AND AUDIENCE ANALYSIS
• Targets both men and women• Between the ages of 20-29 years old• Economically upper middle class market• Trendy and fashion forward• Independent and creative
OUR “BIG IDEA”
LOVE BENETTON.
MEDIA RATIONALE
• Print (magazines and billboards)
• Digital (social media campaign linking to existing Benetton website
• Events (pop-up locations distributing free promotional items)
PRINT EXECUTION
MEDIA RATIONALE
Love Innocence. Love Benetton.
MEDIA RATIONALE
DIGITAL EXECUTION
EVENT EXECUTION
THANK YOU!
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