Benetton UK advertising proposal

New brand campaign

Fashion Branding Group

Who are we?

We know one size doesn’t fit all…

Maria SarramitoMedia Planner

Worachat T Copywriter

Juan Mejia Planner

Jen Hsu Creative Director

Dave Kalonji Account manager

• Created in 1975 in London• The essence of our reputation is in the high fashion retailing

industry

• The mannequin branding group is characterized by a diverse and multicultural team of professionals operating in different European cities such as Paris and Milan.

• Our top franchises are in Paris and London with record a turnover of 4.008,431£ (YTD July 2011).

Who are we?

Why us?• We are the only specialized fashion industry advertising

agency• We are a boutique and make custom made strategies• We know how the fashion market works• We have worked with some of the leading fashion brands in

the world• We have great relationships with designers and fashion

houses

Current portfolio• Our currently clients including Dolce & Gabbana , Giorgio Armani , Calvin Klein, and Diesel.

Agenda• Client’s problem analysis• The insight•Strategic approach•Creative concept and execution• The media proposal• Evaluation

Client’s problem analysis

“We know one size doesn't fit all”

We know the size of Benetton!

THE UK HIGH STREET CHALLENGES…

About the problem…

LOW CONSUMER SPEND

EXCESS OF SALE OFFERS

VERY SIMILAR PRODUCTS

ONE OF THE MOST COMPETED MARKETS FOR THE FASHION INDUSTRY

BUT WE WANT PEOPLE TO GO TO OUR STORES…

WHY SHOULD THEY?

Little differentiation

Very similar brand wheel

Not a significant connection with the brands

Very similar products

Choices based on availability and price

Benefits

dressedwarm

Attributes

Personalityquality

durable

colorfulcool

colors

multicultural

polemic

Value

confidentfashionable

unique

Brand essence

People remember Benetton, but they don’t have a clear brand image

But you must use the opportunity to create a stronger brand image and connection with the target…

The insight

The traditional family….

Showed in millions of campaigns…

BUT FAMILIES IN THE 21ST CENTURY ARE NOT THE SAME...

THEY ARE THE NEW FAMILIES

But everyone seems to ignore them…

Who are they?

Age range 25-50

Are families made of…• Single parent• Unmarried couple• Remarried (older with younger)• Gay/Lesbian

And every other family that accepts them and have an inclusive mind-set.

They are almost 50% of Britain

Why them?

• They have good jobs and a good income base• They are culturally interested and cultivated• They like to enjoy their life • They spend their money in good quality things• They are open minded and image conscious• They want the best for their loved ones

They have never actually been portrayed as the center of any advertising campaign…

Strategic approach

What we want to create?

• Brand identification with these new families• Take advantage of this opportunity• Create differentiation towards its competitors• A close relationship with the new family• A connection with Benetton brand• Connect values with target and product

A concept that can live for a long time…

Our positioning statement

• For real, open minded, image conscious, modern families…

• Who needs timeless good quality clothes and want the best for their families,

• Benetton is a brand of clothes that will last longer and fit into any kind of style.

• Unlike Zara, H&M and Gap, Benetton offers good quality for money for all the family including babies, kids, teenagers and adults.

Campaign objectives

• Remind and modify attitudes: Benetton is the place to buy their clothes• Generate awareness by spreading news about the

brand• Create a new USP that has a deep connection of the

brand with the consumer

Strategy

• Create a new and very unique USP for Benetton

• Develop a bond with our target audience

• Build upon Benetton’s core values

• Go back to brand essence but connecting the products

New families

Colours

One stop shop

Love

The Benetton New Family

• The Benetton Family is a long term concept that allows multiple executions.

• It is a way to own the new families space and use it to build a strong connection between Benetton and the target.

• The Benetton family involves all:– the new families– the colors– their beliefs

• It shows them as they are and it tells them they belong in Benetton

Benetton New Family

Attributes

• Clothes for all members of the new families

• Basics that all people need• Classic clothes with good quality• Variety of colors

Benefits

• The whole family likes it• Shopping for all in one place• Guaranteed quality• Good price for quality

Values

Makes us feel …• Like we are home• That we are special• That we made the right choice• That life is easy

Personality

• Modern• Open minded• Easy going• Happy• Creative

Creative concept & execution

Creative concept

• Benetton new family

• A way to own the concept of new families

• A direct connection with the target: if you are part of a new family, you are part of Benetton new family

TVCF 30s

Video Zoom in to opening curtain

Audio(Music) Creating a cheerful, fun, happy and stylish mood, to make people look like they are models in fashion show. The music will be running from first scene to seventh scene.

(Music)A woman coming out of the fitting room and adjusting her blouse, and a man comes near her and shows the smiling baby.-Posing in front of camera as if in front of the mirror.

Fitting room background: purple

VideoCurtain opening againTwo attractive women posing like models, showing their whole outfit

Fitting room background: white

Audio(Music)

(Music)A close shot of a young handsome guy in the dressing roomCamera: change angle, pan to show some part of the shop atmosphere.Fitting room background: orange

Zoom out to reveala mature women enjoying her clothes standing beside young handsome man posing in front of the camera

(Music)

VideoTwo men are walking close to the camera and posing in front of it as if they were in front of a mirror, with confident expressionFitting room background: green

Audio(Music)

(Music)A teenager boy walks to the camera and stands by himself posing in front of it with a cool face.

Fitting room background: green

White background with essential colors of Benetton show first and slogan “new family” appear just next

(Music) change to a slower tempo, with music that makes the audience feel warm, happy, romantic and peaceful. Running from eighth to the last scene

VideoCouple of lesbian cuddling each other out of the changing room.

Audio(Music)

(Music)

One guy leaning on his lover’s shoulder and touching its clothes with his face.

Camera: zooms out to show that they came together with their child.

A Single mother stands in front of the camera with her smiling baby. Then, she touches her baby’s clothes and smile.

(Music)

All the new families walk out of the Benetton store with their happy face and packages of their shopping

Audio(Music)

Announcer: United Love, United Clothes

Benetton logo with the slogan of new campaign.

VideoThe mature woman comes close to the handsome guy and touches his sweater (all his chest).

(Music)

Image

Newspaper

Magazine

Outdoor

Outdoor

The media proposal

Numbers that matter...

WEEKS 1+2

WEEKS 3+4

WEEKS 5-8

300 GRP

200 GRP

200 GRP

TV360 GRP

28 TIMES

4 WEEKS

NEWSPAPERS190 GRP

35 TIMES

5 WEEKS

MAGAZINES50 GRP

15 TIMES

5 WEEKS

BUSES 160 GRP

2 WEEKS

DIGITAL ESCALATORS PANELS

20 GRPaverage

4 WEEKS

600k2 MONTHS

GOOGLE AD ESTIMATED TRAFFIC FACEBOK REACHED TARGET

21m 2 MONTHS

YOU TUBE VIRAL CAMPAIGN

ONLINE

FACEBOOKCAMPAIGN

PR ACTIONWITH JOURNALISTS AND FASHION BLOGGERS

Investment of the Benetton Group

NEWSPAPERSMAGAZINES

TVOOH

ONLINE

1,7 m289 k757 k703 k377 k

3,9M

Media plan and calendar　 　 　 　 　 　 　 　

APR MAY　 　 　 　 　 　 　 　

Press

Name GRP / Audience Format Rate (th£) Nº Total GRP Total Rate 1 2 3 4 5 6 7 8

Evening Standard 4.3 FPC £57.120 6 25.8 £342.720 1 1 1 2 1

Metro 7.6 FPC £37.080 7 53.2 £259.560 2 1 1 2 1

The Guardian 3.6 FPC £34.000 7 25.2 £238.000 2 1 1 2 1

The Times 4.6 FPC £42.000 5 23 £210.000 1 1 1 1 1

The Observer 3.6 FPC £41.556 5 18 £207.780 1 1 1 1 1The Sunday Times 8.6 OBC £98.700 5 43 £493.500 1 1 1 1 1

Magazines

Vogue 3.2 FPC £24.400 2 6.4 £48.800 1 1

Cosmopolitan 3.8 FPC £18.296 2 7.6 £36.592 1 1

Glamour 3 FPC £23.028 2 6 £46.056 1 1

Mens Health 3.2 FPC £15.385 2 6.4 £30.770 1 1

Elle 2.1 FPC £13.125 2 4.2 £26.250 1 1

The Times Magazine 3.9 FPC £19.950 5 19.5 £99.750 1 1 1 1 1

TVX Factor (ITV) 15.4 30' £43.243 8 123.2 £345.944 4 2 1 1

DownTon Abbey (ITV) 15.4 30' £43.243 9 138.6 £389.187 4 3 1 1

BBC News (Peak Time) 8.8 30' £2.000 11 96.8 £22.000 4 3 2 2

Outdoor

Name Target Audience Format Rate (th£) Nº Total Estimated Exposure Total Rate 　 　 　 　 　 　 　 　

CBS - London Underground - Oxford Street Station Consumer Pack (Weekdays 1am-4pm & W/E 6am-5pm)

20 Digital Escalators Pannel £67,780 4 19.79 £67,780 　 　 1 1 1 1 　 　

CBS - Buses National Network Pack (People see bus ads on average 5 times a day) 　

£699,542 2 159 £635,500　 　 　 　 1 1 　 　

Internet

Site Estimated Reach CPC / CPM Estimated Traffic 　 　 　 　 　 　 　 　

Google Adwords 301,000 ppl per month AdWords£0.62/

£186,620 (monthly) 8 602.000 £373,240 1 1 1 1 1 1 1 1

Facebook 20,965,600 ppl Sponsored Stories,£0.50 CPC/

50£ per day 8 20,965,600 ppl £3,000 1 1 1 1 1 1 1 1

　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　Total 　 　 　 　 　 £3,876,429　 　 　 　 　 　 　 　

INVESTMENT OF THE BENETTON GROUP

3,9M

The evaluation

EvaluationThe success of this campaign should be measured towards:

– Effectiveness and engagement of the message– Brand awareness– Sales

• Message assessment: Focus Groups– Assess an advertisement’s potential– Diagnose areas for improvement

Determine:– Main message– Secondary message– Likes– Dislikes– Points of interest– Points of confusion

Evaluation• Improve ranking position of Benetton in branding studies:

• Millward Brown• Synovate• GfK

• Econometrics:– Evaluate weekly sales behavior vs. investment– Determine most effective media and adapt plan when possible

• Bruzzone test (TV):– Measure recognition and recall– Physiological Arousal– Persuasion– Sales Response