Presentation Publicité Ricci Ricci

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An analysis of the advert for Ricci Ricci of Nina Ricci.

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  • 1. Ricci RiccifromNINA RICCI
    Discover the new mischievous fragrance
    George Henshaw
  • 2. I decided to analyze the advertising campaign for the new Nina Ricci fragrance Ricci Ricci. The choice of this campaign was based upon the fact that it is a French perfume, and that the campaign is an important one for the brand. Through this campaign, Nina Ricci wants to attract a new target market and therefore the campaign is more interesting to analyze. The aim of this analysis is to discover as much as possible about this campaign and to offer my view upon it.
    George Henshaw
  • 3. SUMMARY
    Presentation of the perfume
    Presentation of the campaign
    Analysis of the adverts
    The objectives of the campaign
    Target Market
    Previouscampaigns
    Competitors
    Is the campaign compatible with the objectives?
    George Henshaw
  • 4. THE PERFUME
    Ricci Ricciis a new fragrance from Nina Ricci
    It contains notes of:
    rhubarb zest
    bergamot
    moonflower
    tuberose
    centifolia rose
    patchouli
    Sandalwood
    • Developed by Aurlien Guichard and Jacques Huclier
    • 5. Price: 39 euros for 30 ml
    George Henshaw
  • 6. THE CAMPAIGN
    Agency: Mlle No dedicated to the luxury
    and fashionuniverse
    TV production: K-Roll
    Music: Alexandre Geindre
    Photography: Sbastien Kim
    Model: Jessica Stam
    George Henshaw
  • 7. THE CAMPAIGN
    The campaignusedbothAbove the line and Under the line advertising:
    ABOVE THE LINE ADVERTISING
    • 80% of the budget is for TV (on TF1, M6, Canal+ and some TNT channels)
    • 8. Press Magazine (from September to December) Cosmopolitain, Elle, Gala, Marie Claire, Grazia,Psychologies magazine, Glamour
    • 9. Internet (blogs)
    George Henshaw
  • 10. THE CAMPAIGN
    UNDER THE LINE ADVERTISING
    EVENT: Soire in Paris atTheatre Mogador on the 10th Sept
    Guests: 1300 sales advisors
    Theme of evening: Mystery investigation involving the guestsand a 3D animation
    George Henshaw
  • 11. ANALYSIS OF THE ADVERTS
    George Henshaw
  • 12. PRESS ADVERT
    George Henshaw
  • 13. TV COMMERCIAL
    George Henshaw
  • 14. ANALYSIS OF THE ADVERTS
    Press: Marie Claire Octoberedition
    TV: Seen on TF1 / M6 / Canal+ and TNT
    HEROINE:
    Black Dressand black gloves
    Cat ears and cat eyeswithmakeup
    Independant and confident
    Glamorous and sophisticated
    ResemblesCatwomanfrom Batman series (yousee a shadow of a cat at the beginning of the commercial)
    Ribbonisher power
    Fantasist and magical
    A heroine of mischiefonce night falls?
    George Henshaw
  • 15. SEDUCTION:
    The sexy and seductive dress
    The flirt with the man on the balcony
    The giggling sounds
    The whispering of the voice
    The scent left behind by the heroine during the night to seduce
    RIBBON:
    Stands out in the Commercial and Print ad
    Metallic pink appearance that looks dangerous and powerful
    Represents the magic of the heroine and the scent that is left behind by the perfume (Ricci Riccis scent is created in order to have a long trail)
    The ribbon is her accessory that makes her become this heroine (i.e the perfume)
    George Henshaw
  • 16. PARIS:
    Shows the romanticand seductive aspect of the fragrance
    Its the city of love, culture and fashion (sophistication)
    Reinforces the factthat the perfumeis French
    Wouldbeveryappealing to other countries (the Eiffel tower has a powerfulmeaningof luxuryabroad)
    MUSIC:
    Resembles a songthatcouldbefound in a Batman movie Gotham city is the city of Mischief and isalwaysdark
    The whisperingvoicebacks up the ideathatmischiefis happening on the roof tops of Paris once the night falls
    George Henshaw
  • 17. SLOGAN:
    Discover the new mischieviousfragrancereinforces the idea of the heroinebeinglike a cat at night
    Keeps the elegant and seductivetouch to the commercial
    OVERALL:
    This campaign tells a story: a magical, poetic, romantic fairy tale story of a heroine making her way around Paris roof tops under the moonlight leaving behind her a trail of her scent in order to seduce.
    George Henshaw
  • 18. OBJECTIVES OF THE CAMPAIGN
    CHANGE POSITIONING
    Change the attitude towardstheir brand
    Why? To reach a new targetmarket of 25 to 35 yearold active women
    How? Introducing a sophisticated and seductiveperfumeappropriate for womenwho are more independent
    Previouspositioningwasappealing to 18 to 25 yearoldswith Nina
    George Henshaw
  • 19. TARGET MARKET
    The target market for the campaign is 20 to 40 year old women and sales advisors (prescripteurs)
    The core target market is 25 to 35 year old active women
    Accessing this core target market:
    Feminine Press (Vogue, Elle,)
    Housekeeping magazines (Maries Claire Maison, Dcoration,)
    Internet (blogs www.aufminin.com)
    Cinema
    Music radios
    Themed channels (Tva,)
    Promotions and Patronage
    • The most renowned perfume destined for this target market is Chanel N5 from Chanel
    George Henshaw
  • 20. EXAMPLE OF A PREVIOUS CAMPAIGNS
    Nina from NINA RICCI
    George Henshaw
  • 21. The aim of the campaignwas to rejuvenate the brand to approachthe 18 to 25 yearolds.
    The pricewas 25% lowerthan Ricci Ricci and therefore more accessible to a youngermarket.
    The campaignwasalsobaseduponfantasy and a fairy tale. But Nina did not have the seductiveand sophistication that the Ricci Ricci advert has.
    At the time of Nina, itwas the onlyperfume to opt for a more magical and fairy tale approachratherthan the sexy approachused by competitors
    George Henshaw
  • 22. COMPETITORS
    The main competitors for Nina Ricci will be the perfumes being brought out at the same time and that target the same market.
    Two in particular that stood out for me:
    Lola from Marc Jacobs sexy, fascinating and seductive
    Parisienne from Yves Saint Laurent
    Very sexy
    Also set in Paris by night
    Also wearing a black dress
    Emphasizes on freedom of living and loving as a woman independence
    Targeting 25 to 35 year old active women
    George Henshaw
  • 23. George Henshaw
  • 24. IS THE CAMPAIGN COMPATIBLE WITH THE OBJECTIVES?
    In my opinion, the campaignshouldbe a success:
    The coretargetmarket corresponds to the change of positioning
    The correct media isused to reach the targetmarket
    The campaignassembledPress, TV and event communication
    The creativeworksends the right message to the viewers, thereis no ambiguity(mostviewersseem to enjoy the advert and understand the message beingtransmitted)
    The timing of the campaignis good building up to christmas
    George Henshaw
  • 25. RECOMMENDATIONS
    Creating more internet buzzcould have created a bit more excitement about the launch
    There couldbesomemisguided communication with the pinkribbonrepresentingbreast cancer. Theycould have a percentage of everypurchasethatgoes to Breast Cancer research.
    There is no apparent reason to why the fragrance iscalled Ricci Ricci apartfrom the factitis in honour of Nina Ricci.
    Atfirt the namewasgoing to becalled Capricci associating Caprices with Ricci. That name has more of a meaningthan Ricci Ricci.
    George Henshaw
  • 26. THANK YOU FOR YOUR ATTENTION
    GEORGE HENSHAW
    George Henshaw
  • 27. THANK YOU FOR YOUR ATTENTION
    GEORGE HENSHAW
    George Henshaw

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