Lifestyle pitch

Lifestyle Fragrance Pitch

23 March 2011

Wednesday 23 March 2011

BUSINESS CHALLENGE


1
2
Develop 2 strong, holistic campaigns for the full year (FY 11/12)
to establish the Lifestyle category in South Africa,
focusing on the main brands of the P&G Lifestyle Portfolio.

Conceptualize innovative creative solutions

3
that create in store disruption with
sampling activity to drive trial and build equity.

Conceptualize a strong, holistic campaign with multiple touch points,
providing a category solution that will drive feet in store
and create retail disruption.


Establish the right mix of products.

4 Text
Text


5 Connect, engage and interact with the consumer:

•
•
•
•
13 to 25 year olds
Upgrading from mainstream to lifestyle
Female bias category
Value seekers

She sees She Feels She Thinks She Does

Lots of choices Confused “I want to be original Buys “same old” fragrance
Disorganized Overwhelmed and express myself in my or will try whatever is on
Stocked poorly Frustrated own unique way” promotion


6 Double the business by end FY 11/12

7 Encourage shift in usage from special occasions to daily application


CONSUMER & MARKET
RESEARCH


PROPOSED PRODUCT MIX


3 fragrances


why?
• Target market relevance
• Celebrity status
• Tactical opportunities
• Global brand recognition


why not?
• Previous launch in SA unsuccessful
• 2008 focus groups revealed negative
& impartial consumer attitudes
• Potential dilution of D&G “Collection” equity


why not?
• Brand name unknown in SA market
• Key positioning &
brand messaging not established


CONSUMER INSIGHTS


Other fragrances focus on the
impact now.

Focus on what you are doing
Focus on sexual and performance


We propose a shift from the sexual nature
and immediate promise of attraction to…


...the influence fragrance has on creating
who you are.
Focus on creating and shaping your mood/fantasy.


Scent of a Woman
* Older, Wiser, Discerning, Decisive, Destination

My Scent – My Mood


Informal Interviews were conducted across various shopping malls in fragrance retail stores.

This methodology identified 3 types of fragrance users:

Occasional Users
Mood Changers
Signature Users


Mood Changers

Conscious of their individuality

Scent plays a role in defining who they want to be at that moment.

Fragrance is more than a product - It’s a lifestyle
An extension of self.

“Youth are no longer saying that I am a disciple of the brand, they are now saying that the
brand is an ingredient of me”


Mood Changers

“I change colognes often, I have different fragrances for each season. I like CK for
summer and Paco Robanne for Winter.”

“I have a collection of fragrances, I just choose what to use depending on my mood or
what I’m going to be doing”

“I use different fragrances for different occasions – funerals, going to work, chilling with
friends, when my man is coming over – I have enough to go around”

“I wear different fragrances per week, but that one specifically, I wear when I’m going
somewhere special”


Youth Generation – The CO-Generation

Co-Creators

Collaborators

Customizers

“The easiest way to get consumers to notice your content is to get them to create it”


Symrise Identifies that within the CO-Generation there are 6 Communities:

Drivers for the communities:
Music
Lifestyle
Icons
Fashion and beauty brands
Age

“We will find that in a bid to define their individual and collective self, they will
cut and paste from many a source”


Emo

Dark, moody, sensitive
Emo

Arty

Feminine, modern, hippie

Arty

Geeks
Geeks

Smart, modern, quirky


Neo Mods

Male, rockstar, modern, metro

Neo
Mods

Fluo

Bright, Fun, Happy

Fl
uo

Funky/RnB

Evolution of Hip Hop,
cross cultural
Funky
/RnB

So……

The Mood Changers want the freedom to express
the different versions of themselves and their different moods.

Expressive / experiential / immersive


?
where do we reach these mood changers


PATH-TO-PURCHASE
Brand
A blueprint to guide the
Touc
hpoin
ts
development of a campaign
from painting a rich portrait of
the shopper, her needs, wants

. . .
and behaviors, to
Need Assessment
understanding where and when Need Trigger Shopping List
she would be receptive to what
kind of messaging to
.
Assessment
(Product / Brand)

.
.
Planning
recommending the touch points PRE-PURCHASE

.
that would best resonate with

.
Consumption
her

.
POST-PURCHASE

. . .. .
EVALUATION Entrance
Storage IN-STORE
EXPERIENCE Search &
Discovery

Unpacking
Evaluation
Bra

ts
oin
nd

Brand Selection
Assessment

hp
Tou

(In-store Experience) Actual Purchase

uc
chp

To
nd
oin

Bra
ts


2 creative expressions


A Key Macro Trend
Conspicuous Consumption Conscious Consumption
• Being showy • Searching for meaning

• Status experiences • Valuable experiences

• Over the top • Understated

• Expensive = value • Substance = value

• Manufactured experiences • Authentic experiences


The New Context:

The Fast Changing World Of Marketing Communications

OLD NEW
Messages Conversations
Static Dynamic
Saying Doing
Look & Feel Experience
Aspiration Authenticity
Touch points Engagements
Audience Community


ROUTE 1

W omen are complicated. We keep men lying
awake at night trying to figure us out.

We are mysterious and full of contradictions.

A nd that’s when we finally figure out
who we are and what we want.


As teenagers, we are not yet grown,
we are evolving. We are delicate supernova’s of
emotions and moods. We change our minds and
swing our moods and do it a few times daily.


Lifestyle has the opportunity to take ownership of these ever
changing moods. Our campaign celebrates our changeability and
acknowledges that it’s how we grow and discover ourselves...


...By matching fragrances to moods,
fragrances become a tool of daily
self-expression rather than something
reserved for special occasions.


The big idea


MATCH YOUR MOOD
Pick a fragrance for every you


Teaser
phase


•Brochure insert for Foschini
data base


•G-chat, MSN, Facebook chat


• Certain words relating to mood can be identified in real
time chat. Software then activates a pop up ad relating to
the chatter’s current mood.

• Facebook, Gmail and MSN chat have profile details on age,
location and gender which make targeting easy.


• fortune teller fish promotion


These “mood meters” are handed out by promoters
in malls and can be tied in with promotions.


Launch
phase


Print


Origami mood meter print


Heat sensitive print ad

Heat sensitive paper changes colour when touched to reveal
your mood. Perfume samples can be integrated into the ad.


Tactical Television


Certain shows evoke specific moods. We will produce 5
second tags relating to specific fragrances.


Mobi site


We are the go-to destination where girls learn about
themselves in their moods through a series of fun
questionnaires and multiple choice tests.

Results are linked to facebook or twitter, creating talking
points about the Match your Mood campaign on line.

Teaser phase G chat, MSN chat and Facebook chat push
users to the site.


In store


Heat-sensitive Interactive screen


Before people enter the store they have the opportunity to interact with
the brand in an awesome way.


Interactive display stand


Floating display


Changing rooms


Hangers


Shoe-stand wobblers


Music in-store


Give-away


Mood
rings
110


Out and about


Interactive heat sensitive counters
Clubs/coffee shops/hairdressers


Matric rage/ Club activations


AR stamps


Club stamps with an AR code play an animation related to a
specific fragrance when scanned

Scented mood band

Heat sensitive bands tie into the campaign and are an easy
way to do sampling


Valentine’s day promotion

Help the boys figure out their girlfriends moods.
Pre-valentines day, boys are given the help they need to
decipher their girlfriends moods in the form of a heat
sensitive mood band. A perfume to suit is recommended
as a Valentine’s gift.


ROUTE 2

I n a world where even the latest gossip is so 5
minutes ago, no one can keep up with those who

know it all and want it all.

They are the most critical audience in the world

the generation who are driving trends towards extinction

faster than we can create them.


Who are these people?


Our target market.

How do we impress them?
We can’t and we won’t.


This campaign will not even try.
We want to create a platform that will
allow us as a brand to stand back and
let our target market drive the show.

At its core, the campaign will use the only
constant in a vortex of change: social media.

Our target market are people who live their lives through digital,
social media. This is where they express themselves.


We want to take it one step further.


Perfume enhances the impression you make
on the world.

This campaign wants to create a similar link
between social media and the effect of perfume
in a fresh new way.


Imagine a world where your status updates, tweets and text
messages can be enhanced with a digital spritz of perfume.
Every point of contact with social media becomes an opportunity
to enhance your updates, tweets and texts with a digital spritz
that expresses your feelings in the same way your real perfume does.

We offer a unique service to consumers, always linking it back
to our perfumes by encouraging them to try out the fragrance that
best suits their ‘translated’, digitally spritzed message.


How it works:


Facebook


Twitter


mixit


Mobisite/website


This will be the digital portal where you can create beautiful text messages, tweets
and status updates,
and link them to any social media you want. It is also
the nerve centre through which SMS’s, MixIt Messages, tweets and Facebook status
updates are translated and redirected to the relevant mobile phones or social media
pages where they will appear.

The originator of the message will always receive a link where she can discover which
fragrance best suits her translated message.


Teaser


On-line banners


Direct mailer


MMS to Foschini account
holders


Launch


In-store


Concert & Club Activation


Message T-shirts

As cool handouts, we want to give away T-shirts that have a
programmable vinyl display stitched into the material.

The wearer can use her mobile phone to send a message straight to the
shirt.


Outdoor


Message Walls

We would like to place an electronic billboard at concerts
and shopping malls. Concert-goers and shopaholics alike can
SMS messages to interactive billboards.


Tactical TV: Valentine’s Day


15 seconds to express yourself on TV!

The best Scent Messages sent from a Foschini store before
Valentines Day wins 15 seconds of airtime on national TV.
This would be the ultimate way make sure your Valentine’s
Scent Message reaches the widest possible audience.


These ads will contain a Scented Message, complete with a
beautiful design, a peel-away fragrance tester and a call to
action to visit our website.


USB


Give away branded flash disks with every bottle of Lifestyle
perfume sold.

These flash disks will look different for each of the different fragrance
brands and contain a selection of cool ringtones, screen-savers and
music.


Smart Phone Apps


Scent Message Folder App

Users have an additional folder on their phones,
to add to their existing Inbox, Outbox etc.
This folder will automatically save all your Scent Messages.


Instagram App

By downloading this smart phone instagram app, you can
translate your photos into a fragrance too.


match your mood:
element summary


TEASER Direc
t Mai
G-cha Print ler
Face t, MM
Guer book S Ch
illa s “moo at
ampl d wor
ing (f d
ortun s”
e tell
er)

. . .
Need Assessment

Need Trigger Shopping List

.
Assessment
(Product / Brand)

.
.
Planning
PRE-PURCHASE

.
Consumption

. POST-PURCHASE

.
. . .. .
EVALUATION Entrance
IN-STORE
Storage
EXPERIENCE Search &
Discovery

Evaluation
Unpacking
Brand Selection

Assessment


REVEAL Print “origami” & “heat “
TV (Program sponsorship)
Advertorials Mobi Banners & Mobi Site
Interacive Counter top branding
(coffee shops, night clubs, hair salons )
Tactical Activations
(Matric Rage, Valentines Day)

. . .
Need Trigger
Need Assessment
Shopping List

.
Assessment
(Product / Brand)
.
.
PRE-PURCHASE Planning

.
Consumption

POST-PURCHASE
.
.
. . .. .
EVALUATION Entrance
IN-STORE
Storage EXPERIENCE Search &
Discovery

Evaluation
Unpacking
Brand Selection
Assessment

Display Stand & Window Displays
Change Rooms
Tactical category branding
(Clothing hangers, footwear shelf strips)


scent messages:
element summary


TEASER Onlin
e ban
Mixit ners
Twitt
Micro er
Direc site
t Ma
Print iler

. . .
Need Assessment
Need Trigger

. .
Shopping List

Assessment
(Product / Brand)

.
PRE-PURCHASE Planning

.
Consumption

. POST-PURCHASE

.
. . .. .
EVALUATION Entrance
IN-STORE
Storage EXPERIENCE Search &
Discovery

Evaluation
Unpacking
Brand Selection
Assessment


REVEAL Print “origami” & “heat “
TV (Program sponsorship)
Advertorials
Outbound Mobile Messaging
Concert & Club activations
Message Walls (outdoor)
Electronic Billboards
Tactical TV
Smart Phone Apps

. . .
Print
Need Assessment

Need Trigger Shopping List

.
Assessment
(Product / Brand)

.
.
Planning
PRE-PURCHASE

.
Consumption

. POST-PURCHASE

.
. . .. .
EVALUATION Entrance
Storage IN-STORE
EXPERIENCE Search &
Discovery

Evaluation
Unpacking
Brand Selection

Assessment Actual Purchase
(In-store Experience)
Digital Display Stand (interactive)
In store promotions


CONCLUSION & SUMMARY


campaign roll out


MATCH YOUR MOOD
MATCH
YOUR
MOOD

Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul

TEASER

-‐
Direct
Mailer

-‐
Print

-‐
G
Chat

-‐
MMS
Chat

-‐
Facebook
mood
words

-‐
Guerilla
Sampling
(fortune
teller)

REVEAL

-‐
Print

-‐
TV

-‐
Display
Stand

-‐
Micro
Site

-‐
Change
Rooms

-‐
TacKcal
Category
Branding
(clothing
hangers,
footwear
shelf
strips)

-‐
mobi
banners
&
mobi
site

-‐
InteracKve
counter
top
branding

-‐
TacKcal
AcKvaKons


SCENT MESSAGES
SCENT
MESSAGES

Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul

TEASER

-‐
Direct
Mailer

-‐
Print

-‐
Micro
Site

-‐
Mixit

-‐
TwiSer

-‐
Online
Banners

REVEAL

-‐
Print

-‐
TV

-‐
Display
Stand

-‐
Outbound
Mobile
Messaging

-‐
TacKcal
AcKvaKons
(concerts
&
clubs)

-‐
Message
Walls

-‐
Electronic
Billboards

-‐
TacKcal
TV

-‐
In
store
promoKons

-‐
Smart
Phone
Apps


Odors have a power of persuasion stronger than that of words,
appearances, emotions, or will. The persuasive power of an
odor cannot be fended off, it enters into us like breath into our
lungs, it fills us up, it imbues us totally. There is no remedy for it.

- Patrick Süskind


Lifestyle pitch

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