MCM 454: Final Creative Project

Bahareh KeshavarzFerdos KarimianWalaa Yassin

Professor Mohammad Ibahrine

Situation Analysis Brief History

New Look Campaign 2009

Dior Addict Campaign 2010

Recommended Campaign for ME

Communication Brief

The History of Dior

The brand was established in 1946 The first cosmetics line started in 1980s

Dior has many boutiques in:

US, Europe and the Middle East

The first Dior ad for cosmetics, 1987

The History of Dior

Dior’s distinct brand identity

“Fashionable Fabulousness”

Dior relies on Centrally Conceived Campaigns

Dior Ad Campaigns

Dior.wmv

“New Look” Campaign Spring 2009

Dior launched its “New Look” campaign for cosmetics in Europe and Middle East.

The campaign tried to create associations between beauty and Dior productssuccessful in Europe, US and also the Middle East

Global ads with standardized advertising strategy

“New Look” Campaign Spring 2009

Same ads in Europe, US and ME

Standardized approach

“Dior Addict ”Campaign Spring 2010

New cosmetics and fragrance lineCreating positive associations between addiction and glamour

“Dior Addict” main Headline and slogan

Standardized advertising strategy Core Market: Europe

“Dior Addict ”Controversy

Semi periphery Market: US

Campaign criticized by an advocacy organization called, “Detroit’s Drugs and Alcohol Recovery Org

Counter Campaign, “Addiction is Not Fashionable”

“Dior Addict ”Controversy

The White House Office of National Drug Control Policy disapproved the campaign

Dior ignored the controversy at first Recently decided to modify the campaign in US

“Dior Addict ”Controversy

Highly standardized campaign does not always communicate the same meaning in different cultures.

Controversial verbal connotation led to failure in US

Recommended Campaign for ME

Localizing the Global “Dior Addict”Considering:

Dual Coding Theory Verbal connotations (Language)Visual connotations (Sexual imagery)

Recommended Campaign for ME“In Love with Dior”

Translated into 2 languages Arabic and Persian

Using Arab celebrities instead of European or Americans •Haifa Wahbe Considering Middle East’s different perception of beauty

Recommended Campaign for ME“In Love with Dior”

TEARS Model Celebrity and audience match upCelebrity and product match up

Credibility

Attractiveness Likability

Trustworthiness Expertise

Similarity

Recommended Campaign for ME“In Love with Dior”

Concept of Beauty in UAE Collectivist Culture

Affective message Strategy

Consumer insights

Dior products fit into the Esteem section Women in UAE, considering cosmetics with direct impact on beauty and glamour

Association Map

Thank you