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Benetton presentation
- 1. UNITED COLORS OF BENETTON Presented By: Jennifer Bailey Nancy Cho Catherine Alexander WambuiNyachae
- 2. OVERVIEW OF PRESENTATION • Organization’s Background • Reason for Communication • Brand Analysis • Market and Audience Analysis • Big Idea • Media Rationale • Creative Executions • Summary
- 3. ORGANISATION’S BACKGROUND • Established in Italy, 1965 • Over 5,000 retail outlets in 120 countries.
- 4. ORGANISATION’S BACKGROUND • Social-conscious brand. • Controversial and confronting advertising campaigns. • Recently resorted to commercial, run-of-the- mill advertisements.
- 5. REASON FOR COMMUNICATION •Since pushing limits too far with controversial Death Row campaign in 2000, advertising has been dull and indistinguishable from competitors •There is now a lack of congruency between advertising and brand values
- 6. REASON FOR COMMUNICATION •New campaign will reaffirm the brand values, reposition the brand in a positive light, whilst still being recognisably Benetton
- 7. BRAND ANALYSIS • Global brand • Cultural and racial diversity • Unique identity in a crowded market place
- 8. BRAND ANALYSIS • Stimulate conversation on controversial social issues • One campaign that would reach a global audience • Centered on shock value and controversy
- 9. MARKET AND AUDIENCE ANALYSIS “To show the world to the world.” • Present in approximately 120 countries • Educated, socially conscious of the world
- 10. MARKET AND AUDIENCE ANALYSIS • Targets both men and women • Between the ages of 20-29 years old • Economically upper middle class market • Trendy and fashion forward • Independent and creative
- 11. OUR “BIG IDEA” LOVE BENETTON.
- 12. MEDIA RATIONALE • Print (magazines and billboards) • Digital (social media campaign linking to existing Benetton website • Events (pop-up locations distributing free promotional items)
- 14. MEDIA RATIONALE Love Innocence. Love Benetton.
- 15. MEDIA RATIONALE
Hinweis der Redaktion
- Benetton produces clothes for ‘the people of the world’ Once renowned for being a social-conscious brand, it pushed the limits too far with its controversial Death Row campaign in 2000, which resulted in a drop in sales and many retailers severing their ties with the company. The ad campaigns since then have been dull, run-of-the-mill fashion ad’s that are indistinguishable from Benetton’s competitors. This confused consumers, leading them to think that the brand had ‘sold its soul’ and was moving away from the identity that made the Benetton unique.
- The new ad campaign needs to reposition Benetton in a positive light and reaffirm the brand values. Benetton has always taken an interest in social issues that affect people of all cultures, and this new campaign will show that this has not changed, but rather then focus on negative, confronting imagery, this campaign will focus on the positive things in life. It will focus on the strongest human emotion of all - one that every member of the human race, no matter what city they live in or what colour their skin is - can identify with. The campaign will be recognisably Benetton, but in a way you have never seen them before.
- As Nancy said our primary target market is young professional men and women aged 20-29 who live/work in the city. Our secondary target market is older consumers who Benetton may have lost after the controversial campaigns. For this reason we will use a mix of both traditional and non-traditional media. PRINT: we will use glossy ad’s in magazines that are targeted at our selected target audience, such as Vogue and ????. We will also use traditional, large scale billboard advertising. These will be positioned in prominent location in the central business district of the city, as well as in train stations and bus stops in inner-city locations. These will reach a mass market – specifically it will reach young professionals on their way to work, as well as intersect the lives of other city-dwellers in their daily routines. DIGITAL: we will create a social media campaign that will link to the already-established Benetton website. It will provide an opportunity for people to be actively involved with the campaign and generate buzz via social media. GUERILLA CONCEPTS: Early in the campaign we will host ‘events’ in inner-city locations. Promotional items will be given out for free, further promoting our call to action and linking people to other forms of media ie. Digital. These mediums are the most suited to our target market, and will promote our call to action and ultimately drive people to Benetton stores and boost sales.
- As Nancy said our primary target market is young professional men and women aged 20-29 who live/work in the city. Our secondary target market is older consumers who Benetton may have lost after the controversial campaigns. For this reason we will use a mix of both traditional and non-traditional media. PRINT: we will use glossy ad’s in magazines that are targeted at our selected target audience, such as Vogue and ????. We will also use traditional, large scale billboard advertising. These will be positioned in prominent location in the central business district of the city, as well as in train stations and bus stops in inner-city locations. These will reach a mass market – specifically it will reach young professionals on their way to work, as well as intersect the lives of other city-dwellers in their daily routines. DIGITAL: we will create a social media campaign that will link to the already-established Benetton website. It will provide an opportunity for people to be actively involved with the campaign and generate buzz via social media. GUERILLA CONCEPTS: Early in the campaign we will host ‘events’ in inner-city locations. Promotional items will be given out for free, further promoting our call to action and linking people to other forms of media ie. Digital. These mediums are the most suited to our target market, and will promote our call to action and ultimately drive people to Benetton stores and boost sales.
- As Nancy said our primary target market is young professional men and women aged 20-29 who live/work in the city. Our secondary target market is older consumers who Benetton may have lost after the controversial campaigns. For this reason we will use a mix of both traditional and non-traditional media. PRINT: we will use glossy ad’s in magazines that are targeted at our selected target audience, such as Vogue and ????. We will also use traditional, large scale billboard advertising. These will be positioned in prominent location in the central business district of the city, as well as in train stations and bus stops in inner-city locations. These will reach a mass market – specifically it will reach young professionals on their way to work, as well as intersect the lives of other city-dwellers in their daily routines. DIGITAL: we will create a social media campaign that will link to the already-established Benetton website. It will provide an opportunity for people to be actively involved with the campaign and generate buzz via social media. GUERILLA CONCEPTS: Early in the campaign we will host ‘events’ in inner-city locations. Promotional items will be given out for free, further promoting our call to action and linking people to other forms of media ie. Digital. These mediums are the most suited to our target market, and will promote our call to action and ultimately drive people to Benetton stores and boost sales.