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
No comments:
Post a Comment