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8/2/2019 Dior Project
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MCM 454: Final CreativeProjectBahareh KeshavarzFerdos Karimian
Walaa Yassin
Professor MohammadIbahrine
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Situation AnalysisBrief History
New Look Campaign 2009
Dior Addict Campaign 2010
Recommended Campaignfor ME
Communication Brief
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The History of
DiorThe brand was established in 1946The first cosmetics line started in1980s
Dior has many boutiques in:
US, Europe and the Middle East
The first Dior ad for cosmetics, 1987
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The History of
DiorDiors distinct brand identity
FashionableFabulousness
Dior relies on CentrallyConceived Campaigns
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Dior Ad
Campaigns
Dior.wmv
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New Look Campaign
Spring 2009Dior launched its New Lookcampaign for cosmetics in Europeand Middle East.
The campaign tried to createassociations between beauty and Diorproducts
successful in Europe, US and also theMiddle East
Global ads with standardized
advertising strategy
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New Look Campaign
Spring 2009Same ads in Europe, US and ME
Standardized approach
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Dior Addict Campaign
Spring 2010New cosmetics and fragrance lineCreating positive associations betweenaddiction and glamour
Dior Addict main Headline and slogan
Standardized advertising strategyCore Market: Europe
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Dior Addict Controversy
Semi periphery Market: US
Campaign criticized by an advocacyorganization called, Detroits Drugs andAlcohol Recovery Org
Counter Campaign, Addiction is NotFashionable
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Dior Addict Controversy
The White House Office of National Drug
Control Policy disapproved thecampaign
Dior ignored the controversy at firstRecently decided to modify thecampaign in US
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Dior Addict Controversy
Highly standardized campaign
does not always communicate thesame meaning in differentcultures.
Controversial verbal connotationled to failure in US
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Recommended Campaign
for MELocalizing the Global Dior Addict
Considering:
Dual Coding TheoryVerbal connotations (Language)Visual connotations (Sexual
imagery)
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Recommended Campaign
for MEIn Love with DiorTranslated into 2 languagesArabic and Persian
Using Arab celebrities instead ofEuropean or Americans
Haifa WahbeConsidering Middle Easts differentperception of beauty
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Recommended Campaign
for MEIn Love with DiorTEARS ModelCelebrity and audience match upCelebrity and product match up
Credibility
Attractiveness Likability
Trustworthiness Expertise
Similarity
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Recommended Campaign
for MEIn Love with Dior
Concept of Beauty in UAECollectivist Culture
Affective message Strategy
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Association Map
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Thankyou