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 A new direction  Account Planning School of the Web !

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8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 1/38

 A new direction Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 2/38

Contents

 Account Planning School of the Web!

-The brief -The male shaving category -Shaving and masculinity -Sources of inspiration-Cultural tension-Creative expression-Amplification and activation

8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 3/38

Our brief 

 Account Planning School of the Web!

 To use a cultural tension to redefine the

men’s shaving market and King of Shaves’

position within it.

8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 4/38

 The male shaving

category

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 5/38

 A ‘Follow the Leader’ Category 

 Account Planning School of the Web!

Gillette has been market

leader since the World

 Wars

8/6/2019 Apsotw 2[1]Matt Nixon

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 A ‘Follow the Leader’ Category 

 And the category 

has revolved

around Gillette ever 

since

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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 The category even looks the same

•  Even a common blue colour pallette among the

brands•  Brands “playing safe” within the norms

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Category Conclusions

Category dominated by one market leader,

 who competitors refer to and revolve

around

Instead of copying the leader, this market

needs a true Challenger 

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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 What a Challenger Approach Entails

 Account Planning School of the Web!

Moving category centre of gravity 

away from market leader Defining ourselves on own terms,

not in relation to market leader Encouraging strong preference–

market leader is happy with weak or 

moderate preference, knowing

ubiquity and history will deliver sales

8/6/2019 Apsotw 2[1]Matt Nixon

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Food for thought from out of category 

 Account Planning School of the Web!

Brands like Sanex, Vaseline, and to an

extent Loreal Menexpert have shown that

functionality, rather than lifestyle, can be a

fruitful territory for a mens’ grooming brand. This tallies with KoS’ innovation credentials,

so should be borne in mind as a

secondary message.

8/6/2019 Apsotw 2[1]Matt Nixon

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Shaving and Masculinity

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 12/38

But a category that

doesn’t represent real

men, or ideas they can

engage with

 A Category for Men

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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“The smug look is more

post-coital than post-

shave.”“ And most don’t have a

model to kiss their 

freshly shaved face.”

 Account Planning School of the Web!

18-34 y,o colleagues

8/6/2019 Apsotw 2[1]Matt Nixon

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Bic have tried to be different…

 Account Planning School of the Web!

But they are limited

by simplicity of 

product.

Nontheless, at

least their ‘get real’

creative territory is

ownable and

credible.

8/6/2019 Apsotw 2[1]Matt Nixon

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Gillette have used sports stars as brand ambassadors. This is classic market leader approach: ambassadors must

be so clean cut, they re-enforcing a vanilla brand who don’tneed to cultivate strong preference

Endorsements

8/6/2019 Apsotw 2[1]Matt Nixon

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In the past KoS has

followed, albeit with a

more “down to earth”

sports star 

Endorsements

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Conclusions

 Account Planning School of the Web!

Generic models and sports stars suit the market leader because their clean cut image can reflect well on the brand.  All this serves to do is maintain the status quo, and the market

leader’s agenda. We must look elsewhere for portrayals of masculinity that are more

engaging, to try and cultivate the strong preference we need as a

challenger.

8/6/2019 Apsotw 2[1]Matt Nixon

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Sources of Inspiration

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

http://slidepdf.com/reader/full/apsotw-21matt-nixon 19/38

 Account Planning School of the Web!

French Connection’s “The

Man” campaign brought us

a compelling, quirky image

of masculinity, presented with both style and humour 

8/6/2019 Apsotw 2[1]Matt Nixon

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 Account Planning School of the Web!

 TV’s Mad Men brought usDon Draper; morally 

ambiguous, hard drinking,

chain-smoking, sixties

lothario.

8/6/2019 Apsotw 2[1]Matt Nixon

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 Account Planning School of the Web!

Movie The Hangover 

brought us Phil, themischievous friend every 

guy wishes they knew 

8/6/2019 Apsotw 2[1]Matt Nixon

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Cultural Tension

 Account Planning School of the Web!

Men’s shaving is a uniquely masculine

category. But which men actually identify 

 with the category? The tension here is

between shaving’s representation of men,and what men really engage with. We’ve

seen that a sense of humour, a little moral

ambiguity, or a sense of fun are all

characteristics men engage with.

8/6/2019 Apsotw 2[1]Matt Nixon

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Our Secret Weapon

(grown up)

MISCHIEF

 Account Planning School of the Web!

 This is our means of differentiation, and the key to

unlocking strong preference among consumers

8/6/2019 Apsotw 2[1]Matt Nixon

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 The scale of Mischief 

 Account Planning School of the Web!

Lynx 

 WKD

French Connection (present,

not fcuk era)

Stella Artois 4

Diesel

Existing mischievous brands

range from the laddish to the

outlandish.King of Shaves is at neither 

extreme; it is witty but not

coarse, charming but not “on

 the pull”.

8/6/2019 Apsotw 2[1]Matt Nixon

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Our Manifesto At King of Shaves, we believe that being a man is a unique

and wonderful thing – but mens’ shaving brands have

sucked the fun out of everything. Who would want to

spend time with the grinning, towel-clad male models that

 the rest of the category show to us? We exist to keep the

spirit of mischief alive among grown men everywhere, and

 to rally against the homogenising power of the market

leader. They’re trying to create a breed of robotic, perma-

grinning pesudo-men, and at King of Shaves we will fight -armed with a wry smile and a deeply ingrained sense of 

mischief. Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Mischief ExplainedMischief can manifest itself in several ways; most

obviously through copy tone, and a tactical responsive

approach to the market and current affairs.

 Account Planning School of the Web!

ISMasculine

GQ

 Witty  Wry 

Grolsch

 Accessible

ISN’TLaddish

Nuts, ZooSneering

CynicalCarlingLuxury 

8/6/2019 Apsotw 2[1]Matt Nixon

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Creative Expression

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Baby / Bathwater 

 Account Planning School of the Web!

King of Shaves has built

up a reputation for 

excellent products, and

product innovation We must not sacrifice this

for the sake of it. We

need a creative vehicle

 that carries this as

supporting message

8/6/2019 Apsotw 2[1]Matt Nixon

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The King of finishing moves needs the King of Shaves

Route 1a:We present a Fight Club-esque,

underground shaving competition. Stricken

competitors lie bleeding around the floor;

they have used inferior technologies. Ourhero sports a beard that is detailed with a 

paisley pattern; he has shaved it in himself.

No-one can compete.

8/6/2019 Apsotw 2[1]Matt Nixon

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The King of movesneeds the King of Shaves

Route 1b: Extreme razor-pogo

is an underground

counterculture sport where

riders mount a giant razor

and attempt death-defying 

tricks. Contestants hope it will one day make the X

Games. One contestant rises

high above them all; he rides

a King of Shaves AZOR razor.

Competitors lie, scattered,

 wounded and envious, in his

 wake.

For the King of Moves,Only the King of Shaves will do

8/6/2019 Apsotw 2[1]Matt Nixon

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Route 2: We play on our territory of 

mischief being a youthful one, and link it to

the act of shaving being an act of removing 

signs of growing up – with every stroke of 

the blade, making us younger and more

free to be mischievous.

Grow Down

8/6/2019 Apsotw 2[1]Matt Nixon

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 Amplification and Activation

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Changing the Context

 Account Planning School of the Web!

It is difficult to build brand in an environment

 where you are surrounded by your 

competitors, an environment where peopleare used to purchasing the brand leader 

8/6/2019 Apsotw 2[1]Matt Nixon

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Most razors are bought in pharmacies and

supermarkets. White lights, thousands of 

products, sanitised environments. A difficultenvironment for a brand to impress its own

personality.

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Our Ambition

Placing King of Shaves in fashion stores

may not increase sales volume significantly,

but will build associations outside of thecold, clinical supermarket and pharmacy 

environments

 Account Planning School of the Web!

8/6/2019 Apsotw 2[1]Matt Nixon

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Keeping the conversation open

 Account Planning School of the Web!

 Will King’s “King’s Speech” clip

shows a gentle sort of upmarket

mischief. This kind of approach

should be ramped up; KoS should

be reactive, nimble, expressing a

point of view on anything and

everything, so that people start to

 wonder: “I wonder what KoS thinks

about this? Every communication

expresses our attitudinal point of 

difference to the rest of the market

8/6/2019 Apsotw 2[1]Matt Nixon

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Keeping the conversation open

 Account Planning School of the Web!

It doesn’t always

have to be to do

 with puns on “King”,

but the Royal Wedding would be

a gift!

8/6/2019 Apsotw 2[1]Matt Nixon

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 Thank you

 Account Planning School of the Web!

Matt Nixon, [email protected]