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YARDLEY
“The world class experience now in India”
THE ‘YARDLEY’ EXPERIENCE
The ad-campaign called “The Yardley
experience” has been designed to capture different
human emotions. It is an attempt to position the
brand and associate it with consumer’s emotions.
THE ‘YARDLEY’ EXPERIENCE
Traditionally, all perfume and deodorant brands have been
promoted using the machismo and sex-appeal factors. The
target group of 25-35 years is intelligent and sophisticated
enough to understand this cliché.
Promoting it as an experience, motivates the customer to
relate the brand with various emotions that they undergo,
thus prompting them to make the brand an intrinsic part of
their life.
LOGO
•The color gold is recognized as a symbol of royalty, superiority and luxury.
•It aptly passes on the Yardley legacy to Indian consumers.
SLOGAN
“Experience the legacy of luxury”
Since Yardley is an age old trusted cosmetic brand of England in the luxury segment, we intend to pass on the same legacy of luxury to the Indian consumers and offer them a wholesome experience, hence the slogan…Experience the legacy of luxury.
AD CAMPAIGN
TV campaign
Radio campaign
Online
P2P campaign
TV CAMPAIGN
TV CAMPAIGN
TV AD
It would be very captive of the viewer’s attention when a
still image ad is aired amidst other motion ads.
The soothing music along with different images showcasing
various human emotions would catch hold of the attention of
the viewer and make them relate it to their own experiences.
Air the ads at prime time, when the target customer group
(25-35 years) is watching TV.
TV CAMPAIGN
Sponsor new TV programs targeting young
audience.
Create a Yardley song which the viewers can hum.
This would create a lasting and impressionable
image of the brand.
The aim of TV campaign is to create “Brand
Cognition” in the mind of the consumers.
PRINT CAMPAIGN
PRINT CAMPAIGN
Print campaign is aimed to foster the “Brand Cognition”
created by TV campaign.
Ads in Men’s and Women’s Magazines - Here several
pages would be dedicated to images used in the video
campaign. These images, appearing repeatedly after a few
pages would build up curiosity among the consumers. It
would be complemented by a “fragrance strip” on the last
page to test the various fragrances.
PRINT CAMPAIGN
Advertisements in supplements of leading
newspapers.
Billboards at busy crossroads.
All this would result in creating “Better Brand
Recall”.
ONLINE CAMPAIGN
FACEBOOK PAGE FACEBOOK APPS
FACEBOOK GAMES
DISCUSSIONS/COMPETITIONS
ONLINE CAMPAIGNFacebook Page - “Yardley of India” page should be created
which will publicize the Yardley brand through competitions,
celebrity discussions and personal experiences as
showcased by advertisements.
Facebook Apps - like “know your freshness quotient”,
“fragrance of the day” etc. should be created to involve the users
personally to the Yardley experience.
Facebook Games – Certain games like car races, treasure
hunt etc. can be developed in which prominent positioning of the
product can be done.
ONLINE CAMPAIGN
TWITTER HANDLE
BLOGS/ DISCUSSION LINKS
ONLINE CAMPAIGNTwitter - Twitter handle will be created. Followers would
be updated with all the new product launches, campaigns
and other related news. Moreover, more followers could be
enticed by creating a dedicated channel involving
celebrities and followers. Also, Yardley users can directly
report using Twitter handle about the unavailability of
Yardley Products near their places which will help Yardley
in quickly responding to the customer needs.
Blogs / Discussion Links – Yardley Blog should be
created showcasing the different Yardley products and
inviting user comments on them. This will help in 2-way
communication between Yardley and its consumers.
ONLINE CAMPAIGN
The YARDLEY website:• A dedicated space to consumers: Giving everyone their own
id and password. This will induce a sense of association and ownership to each customer.
• Surveys for customers as well as non-customers and promotional competitions like “ Gift the Yardley experience” and exclusive exhibitions for online members can be done.
• Encouraging users to discuss their odour related problems for which solutions can be provided.
• All this would provide enthralling customer experience and also data collected here can be used for further market research.
RADIO CAMPAIGN
25-35 yrs population generally travel to their workplace
during 8-10 a.m. in morning and 6-8 p.m. in evening. This is
the time when these people listen to radio while travelling.
Thus, our Yardley radio advertisements should be aired
during these timings to focus on target group.
Yardley can sponsor shows being aired at these timings.
Various contests should be conducted in which Yardley gift
hampers would be given to publicize the products.
P2P(PERSON TO PERSON) CAMPAIGN
Road-shows
Promotional activities in malls
Un-manned Kiosks – where consumers can
unhesitantly come to have “touch and feel”
experience of the product.
“…we believe that promoting Yardley products
as an experience would differentiate the
product and appeal to the potential customer in
a novel sense…”
THANK YOU
