Analysis of Project in the Real World

Dior Addict: Get Caught Up

I chose a product called Dior Addict. Slogans chosen in the past for this product have been “Admit it” and “Be Iconic”.  Selecting a slogan, especially one with a twist is a tough one.  I want my slogan to reflect that “The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan or strap line. “ (Landa, 102) The idea came to me almost immediately.  The slogan will be Dior Addict: Get Caught Up.   I chose this slogan because perfume, cologne...any kind of fragrance will get you "caught up" in good...and bad things. This ad will mix the good and bad together. It really just depends on who you are.

I want to brand this idea right because “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).” (Landa, 49) To take it even further, the campaign will surround the slogan. Once the perfume is applied it’s all the wonderful things that happen while wearing the fragrance. Whether it’s a hot date that got steamy or a nailing a work conference. It will give women a sense of confidence and allow them to be sexy because they smell sexy.  To simplify the idea, the slogan “Get Caught Up”:  There’s a story behind every fragrance, what’s yours? Also, I wanted to incorporate Addict in there as well.  Women are addicted to their perfumes. Addicts, no matter what type, have a story.

Competitive Analysis

       One of my main competitors is Marc Jacobs: Daisy perfume. Below I have conducted a competitive analysis.  This occurs during the first phase of the project process.  Phase one, “includes the initial meeting with a client; a briefing on the assignment; the internal planning meeting; a definition of the client's goals and requirements; learning about the client's business or organization, product, service, or group; determining the audience; and analyzing the competition.”

Product Summary:

Marc Jacobs Daisy perfume cane be found at many different such as Sephora, Nordstrom’s and Macy’s.  They advertise for this product with magazine ads and commercials. You can also obtain a sample in a department store or magazine.  Looking over reviews from customers, some feel as though too many people over wear the scent. Other comments that were shared stated that it smelled great, but didn’t last very long. There were a few all around good comments.

Strengths:

•      Very Popular Perfume
•     Quality guaranteed

Weaknesses: 

•       Doesn’t last very long on certain    individuals
•      Very Expensive

Outlook:

There’s nothing indicated that they plan on improving. My over plan is to show that, “The style you determine should be appropriate for the brand and for the core ad idea; for the audience, differentiate the campaign from the competition and add freshness.”(Landa 204) I can market my product my at all the same places that Daisy can. I might even look into social media advertising as well.

Their advertising campaign is strong but not diverse. I hope to add more diversity to my ad campaign. They only have tall, blond, Caucasian models. While this is very beautiful, I’d like to add more to my perfume ad campaign.

The Big Idea

Dior: Addict "Get Caught Up" is going to a powerful and sexy ad campaign. It will be geared towards women ages 17-35. I want to ensure that the customers are not only satisfied but want to have them coming back for more of the product because “An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." (Landa, 68) I want my customers to feel as thought they make the product. Maybe as though I created this perfume campaign just for them.

The big idea is "An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." (Landa, 68) This ad will be timeless, just as perfume is timeless. Since the beginning of time fragrances have been worn by women. Even back in the 40's when they didn't have perfume but soap instead. People just want to smell good. 

I wanted to create a concept that was refreshing; a product a customer would lust for. It's important that I take well thought out steps to “Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Landa, 68) Products need to touch it's consumers, evoke a type of emotion because"...combining consumer and brand insight, one can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages." (Landa, 68) I've developed a campaign that should accomplish just that. The emotions I hope to evoke are powerful, passionate and impulsive. I hope that "though your (my) concept or idea may be broad, it is foundational."

Promotion

"Advertising is used in a free-market system to promote one brand or group over another." (Landa, 3) I would like to place this advertisement in a magazine such as Cosmopolitan, Elle, or Mademoiselle. Within the advertisements, there would be smell samples. Something that gives the consumer just a taste of what is available for purchase. Before the perfume is available to the general public, reps would pass out samples at department stores. Samples are VERY effective when marketing a product and are used often. Advertising is used in a free-market system to promote one brand or group over another. Within the campaign itself I want to tell a story. A story that is important to my viewers because “Storytelling is a narrative format in which a tale is told to an audience utilizing voice, gesture, and/or imagery; we have the story, the teller, and the listeners." (Landa, 118) 

             It needs to be relatable.  I need there to be a silent dialogue between the product and the consumer. The consumer needs to ingest and the digest the information and honestly believe that this perfume is perfect for them and their lifestyle because "Some consider storytelling to be interactive—a two-way interaction between storyteller and listeners. Therefore, interactive media can be particularly effective for this format, allowing the listener (visitor to the Web site) to become a cocreator of the story." (Landa, 118)

         When creating an advertising campaign it's important to remember that when “Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas—one could call it a theme (a distinct recurring, unifying idea) or story." (Landa, 192) When I was brainstorming through the creative process and wanted to imagine something that people would love. The consumer should purchase, love and turnaround and recommend it a friend. It's a cycle that never ends because “Ads promote, remind, endear, inform, and call people to action. Besides effectively calling people to action, what makes a campaign effective is a matter of opinion." (Landa, 192)

Creative Content

 

           Promoting the product in the content is the most important. Advertising is everything and when done correctly can be rewarding. "Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers."   (Landa, 7) Since “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story." (Landa, 56) The ad has created a story a concept that is easy to understand but makes the view think of their own stories and the events that take place in their lives while wearing their favorite perfume.

          It was my intention to make this campaign dramatic and draw the consumer in. I want to make the consumer live a little, maybe even fantasize for a few moments. Put themselves in the same story as the model in the advertisement because “An ad in the form of a story, whether in a still or moving medium, usually involving conflicts and emotions, is considered a drama. "(Landa, 110) The events is the advertisement are "Represented through action and dialogue, the story is told or unfolds through events or a situation that is interesting, tense, humorous (comedy), gripping, or emotionally involving."(Landa, 110) From the one frame to the next, it's cohesive and effective.

          Within the content I used powerful and persuasive colors. Color theory is a smart tool to use within the creative content because "In the design process, composition gives form to content. The coherence of the composition depends upon how the content is ordered and shaped. An interesting form results from a good idea and a finely honed visualization and composition."(Landa, 115) I used the color red, which translates to energy and erotic emotion. I also used black because it represents power, elegance and mystery. I also used pink; which reflects the feeling of femininity. These colors and their meaning bring everything I was aiming to accomplish together. In the end, the “A composition is the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements (type and visuals) in relation to one another and to the format. "(Landa, 115)