Advertising22
- 2. Index 1. Lancôme 2. Sécurité routière 3. Juan Valdez café 4. Nestlé 5. Timotei
- 3. Lancôme Product: Lipstick “L’absolu Nu” Model 1: Creative work plan ❏ Key fact: ❏ To Highlight the natural beauty of women ❏ Problem advertising must solve: ❏ The use of lipstick naked absolute “L’absolu nu” reveals the natural beauty without change or conceal.
- 4. Lancôme ❏ Advertising objective: ❏ To use new neutral and feminine colors ❏ Classy women who seek a sense of nakedness and naturalness on the lips. ❏ Creative strategy ❏ Prospect definition: ❏ Geographic: ❏ France ❏ Demographic: ❏ Gender: women ❏ Age: 25-60 ❏ Socioeconomic: ❏ Social class: medium / high
- 5. Lancôme ❏ Principal competition: ❏ Estee Lauder, Loewe, Yves Saint Laurent, Chanel. ❏ Promise: ❏ Naturally sensual lips ❏ Reason why: ❏ The new Pro-XylaneTm texture moisturizes and outlined lips , embellishing the natural tone and smoothing its surface. Enhances the beauty of the lips.
- 6. Sécurité routière Modelo 2: Our Model 1. Type of service : Institutional advertising compagn 2. Brand name : French government /Securité routière gouv 3. Fowles’ needs : Safe, guidance 4. Type of advert : Tv 5. Tonality : Choc, horror 6. Target/Specific segment : All the people/Young people 7. Positioning : Prevention https://www.youtube.com/watch?v=W0b1FUA4GzM
- 7. Sécurité routière 8. Art Work : • Slogan : “All responsible for road safety” • Visual engagement : Lineal, Realistic, Mix of camera shots o Description of the advert : In this campaign we are shown the different causes of car accident o Colours : Black and white o Logo : o Symbolism and values : Be careful on the road and does not overlook the highway code o Music : Dramatic 9. Extra elements : Throughout the institutional advertising compagn in the back we can hear a voice : “ Tant qu’il y aura trop d’alcool (…)
- 8. Juan valdez® Publicity: Juan Valdez® Café, Nuestro origen se vive en cada taza Product: Colombian Coffee Model 3: Copy strategy ❏ Copy promise : ❏ Ensure the best flavor and aroma ❏ Enjoy the best coffee in the world in an instant https://www.youtube.com/watch?v=dRfLIFHJLtM
- 9. Juan Valdez® ❏ Reason why : ❏ Quality, variety and origin certificates ❏ 100 % Colombian coffee ❏ Tonality : ❏ Artisan tradition ❏ Register : Formal ❏ Genre : Fact
- 10. Chocosui’s Nestlé Modelo 2 : Our Model 1. Type of service : Nestle, dessert : chocolate mousse 2. Brand name : Nestle, chocosui’s 3. Fowles’ needs : Physiological needs 4. Type of advert : Tv 5. Tonality : Humour, funny, emotive and cute 6. Target/Specific segment : All the people/Families 7. Positioning : So good you can not stop eating. https://www.youtube.com/watch?v=wXW0CjbLzmU
- 11. 8. Art Work : • Slogan : “Chocosui 's signed Nestle” • Visual engagement : Lineal, Mix of camara shots o Description of the advert : A little boy is eating chocolate mousse and his mother comes so to hide what he did, he is phoning the SPA to retrieve the goldfish. o Colours : Light colors o Logo : o Music : Ad the end we hear the music of Nestle 9. Extra elements : “Tu pousse le bouchon un peu trop loin Maurice” "You pushes it a little too far Maurice " became a phrase worship in France. Chocosui’s Nestlé
- 12. Model 3 : Creative Strategy 1. Objective : Be well capped in all circumstances 2. Target audience : Womens 3. Key consumer benefit : Aid brushing express with volume and shine 4. Support : Beauty magazines, outdoor advertising 5. Tone and manner : Wild life and natural 6. Camera shots : Wide shot