the tanning app

"is today a good tanning day?"

because good weather does not equate to good tanning weather.

the super duper experiential campaign

on the corners of Houston and Lafayette, there stands eight different billboards of various shapes and sizes. it’s as if god vomited some colors and placed it on display for the ocular sense. though the ads change over time, the general placement are as follows:

-the huge Hollister building on the corner of Houston and Broadway; the side used to belong to DKNY but is now dominated by the dull brown of the Hollister brand.
-The billboard that stands in the middle of the gas station
-The other half of Houston (right next to Hollister) is currently dominated by HSBC
-Opposite of that is the more interesting sexual call of Calvin Klein
-Next to CK, facing Houston, are the posters on the Adidas building
-Perpendicular to CK is another poster that takes up the face of a building
-Across from that building poster (NE corner of Houston and Lafayette) are two lower billboards (which seem to belong to Aldo)
-Above those two billboards (which are perpendicular to each other) is one higher billboard, which currently has the Levi’s WE ARE WORKERS campaign

depending on which direction you are coming from, you do get a favored view of some billboards over the other. but if you stood at the central point of Houston and Lafayette and turned in a circle with a slightly tilted head, you get the effects of something similar to Times Square, but on a less epilepsy -inducing scale.

What if a brand just overtook the area and created an overload of brand experience? with the available technology, some ingenious creativity and warren buffet’s bank account, the right brand could elevate the billboard experience to another level of interactivity and engagement. think hershey’s billboard in times square but minus the resulting retail store.

(fake) victoria's secret creative brief

Creative Brief

Why are we doing this?

Objectives:

- Market Growth

o Increase lingerie sales among married/attached men by 20% in 2008

- Consumer Attitudes

o Create positive male consumer attitudes towards lingerie purchase

Project Strategy/Insight: The idea of selecting and buying lingerie is intensely personal for a woman because it is the ultimate dress expression of her femininity. But this expression of femininity is also relative, especially for women who are in a relationship (given that they are purchasing for the purpose of making their partner happy). Yet males often don’t contribute any thought/effort to the process; this puts the “responsibility” of being “sexy” on the woman. By making this “responsibility” a shared one, males can get a voice in their relationship in determining what is “sexy.” He can feel more empowered about their relationship, as well as having more control/leverage over his sex life.

Project Challenges/Barriers: From traditional advertisements to store environments, everything is geared towards a female audience. We have to invite the males into the shop and make them feel comfortable about shopping at our stores. At the same time, we don’t want to alienate the females (we want them to be comfortable with the men being there).

Who are we trying to reach?

Target audience: “Indulging Boyfriend.” He is secured in his love life, as well as his professional and personal ones. He is confident about what he wants and how he wants it; he is assertive in his ideals about what he sees as “sexy” and “beautiful.” In his mid-30s, with an office job (middle to upper level management), the Indulging Boyfriend is not shy about showering gifts on his girlfriend because her happiness translates into his happiness.

Key Consumer Insight: While the girlfriend might see dressing up in lingerie as being something she does for her boyfriend, the Indulging Boyfriend sees it the other way around. He views the process of lingerie shopping as an inherently female tradition; something she does to make herself feel beautiful, and that his indulgence in her beauty is merely an expected part of the practice.

Consumer Challenges/Barriers: How to get men to widen their indulgent and traditional attitudes regarding shopping for lingerie; it’s about mutual appreciation/expression of desire.

What are we trying to say?

Single Most Important Message: Be an active participant in making your relationship “sexy.”

Supporting Message(s): Lingerie will make both of you happy. It’s the perfect gift for any occasion.

Call to Action: victoriassecret.com

How are we trying to reach them?

Media Vehicle(s): TV

Timing: 2008; starting from Valentine’s Day until Christmas

Budget/Executional Considerations: Specifics not available (perhaps around $80-$90million)

How are we going to measure the results?

Evaluation Criteria: in-store purchases by males, in-store male consumers, online purchases by males