COUNTRY: MALAYSIA BRAND: VICTORINOX 2012
INSIDE INTRODUCTION MARKETING CHALLENGE MARKETING OBJECTIVES CREATIVE IDEA COMMUNICATION STRATEGY LOGO RATIONALE SERIES AD CONTEST AD HANDBOOK COVER TV PROMO TV BUMPER PRESS AD MAGAZINE AD ONLINE AD ELECTRONIC MEDIA AMBIENT MEDIA
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INTRODUCTION
Whether it’s brand new or vintage, house needs regular care and maintainance.And no matter how well you take care of it, sometimes unpleasant stuff just happens.Squeaks, sticks,leaks, cracks, and little breakdowns are all part of home ownership. The problem with home owners especially new home owners nowadays is that they’re too busy to stop and learn simple things that could prepare them to face unexpected problems around their home.Victorinox took this issue seriously and try to solve the problem by carrying out a campaign called the Victorinox Fix-It Project 2012. This campaign could be a new hope on young urban household to take back control of their home.It is also a great encouragement to the citizens to be independent, skillfull and knowledgable in home maintainance.
COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
MARKETING
MARKETING CHALLENGE
MARKETING OBJECTIVES
Victorinox Swiss Army knife are well known for it’s reliability and multifunctional usage among the citizens who are into active lifestyle such as hikers, travellers and others.But then again, most of the people who have known Victorinox Swiss Army knife are not aware about other products from Victorinox Swiss Army like the Victorinox Swisstool.Victorinox Swiss Army proverbial reliability are continuously being related to outdoor activities, albeit there are other products from them that have been made for other usage such as the Victorinox Swisstool.Our challenge is to introduce the Victorinox Swisstool as a handy, versatile, multi-functional and user-friendly pocket-sized toolbox to the new scope of target audience which are in general leaders of the urban household while increasing the awareness about Do-ItYourself lifestyle and encouraging the citizens especially new home owners to learn simple home repair and renovation.
1.Widen the segmentation of Victorinox consumer towards leaders of urban household while maintaining the brand loyalist interest. 2.Significantly shift the limelight on the value of Victorinox products that are in the absolute threshold of consumers.
CREATIVE IDEA Victorinox will always be the first Swiss Army Knife, known for its quality, proverbial reliability and the perfection down to detail. People are too familiar with the name Swiss Army knife that when they hear or see it, they even have forgotten what are the brand behind it.The term “Swiss Army Knife” were not have been coined by the brand but the consumer instead.It all started after the Second World War, the PX stores of the U.S. Army, Marines and Air Force sell large numbers of the ‘Swiss Officer’s Knife’ to their officers and soldiers. The Americans call it ‘Swiss Army Knife’ for short. This term is adopted in all English-speaking countries until now and arrived here in Malaysia.
In reference to the Acxiom PersonicX lifestage segmentation system Cluster, there are two type of cluster that synchronize with the description of our main target audience, the Savvy Singles and the Toys and Tots.The Savvy Singles are a mix of homeowners and renters. In either instance, this cluster spends a lot on home improvement, appliances and furniture while the Toys and Tots are professional working couples with babies,continuously child-proofing their home and any spare time is consumed by do-it-yourself home improvement projects.( Source : PersonicX Cluster Perspective, Acxiom Corporation 2010 )
A lot of people know about Swiss Army knife, recognize the Swiss Cross but forgotten the name Victorinox.There were a lot of copycats out there had took the advantage of this situation and when Swisstool have been launched, the people had no idea about it but know the prototype of Swisstool from those copycats who copy the Swisstool.
In Malaysia, the streotypes of The Savvy Singles and Toys and Tots exist among the city dwellers, and most of them are not aware about the Victorinox brand due to lack of product promotion here in Malaysia.
Some part of it was due to its long brand heritage. Despite Victorinox commitment to innovations over the past century - consumers took it for granted.It was a classic case of a brand that everyone know but no one ever really thought about it.
To introduce Victorinox to a wider range of target audience, we have to carry a positive message that could engage the consumer with the brand and bring long term benefit to everyone involved.
We have learned that to really engage with the consumer, we must be on the side of consumer. So,we have decided to run a campaign of D.I.Y Home Improvement that will bring long term benefit 4
COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
MARKETING and make the brand Victorinox shine to the new segmentation of consumer.
simple execution of the advertising series will attract the target audience better, with more verbal content for the audience with high need for cognition.The ad will work for both type of audience which are visualizers and verbalisers.
COMMUNICATION STRATEGY Victorinox has always been traditionally associated with active lifestyle and outdoor activities.It is an expression of the quality, high durability and reliability proposition that most consumers have learnt to identify with.However, all the communication in the past presented the Victorinox benefit, without highlighting the multi functional domestic usage.
Stage 2 : Consideration -Avenue to increase awareness of DIY lifestyle -Print-The campaign “Victorinox Fix-It Project 2012” was the key communication to evoke the spirit of a positive mentality.
We realised to reach the new prospect of consumer, which are the leaders of urban household in general, we must emphasize the significant of Victorinox Swisstool for domestic usage and its reliability while encouraging people to learn simple home repair and started down the DIY highway.Its hard to motivate people to learn simple home repair as they took the things for granted mainly because they felt that they didn’t need to know it.Hence, for the main communication pieces, we chose to use negative motivation to persuade people to get to know about simple domestic maintainance.
-Free simple repair handbook pdf download from Victorinox’s facebook page and website and made available by QR Code scan on every of the campaign advertisement series.
Stage 3 : Engagement - A 10 minutes vignettes entitled “Fix-It Project” hosted by Henry Golding on Lifestyle Inspired HD channel showing step by step guide to simple home repair.
We have highlighted three situations or problems which require the skill and knowledge of repairing and a tool to overcome it.For the visual, we use the photography of wooden mannequin with the action that resembles an incompetent person when facing those problems. The tagline that come out from this thinking are meant for evoking the spirit of citizens to start making positive changes from their home: “Repair, Renovate , Refurbish”.
-Online contest through Facebook and blog.People share their knowledge by posting step-by-step guide ,tips or tricks to simple home repair or renovate in the blog and Facebook pages, the most voted post will win a Victorinox Swisstool and their tips and tricks will be featured in the 10-minute vignettes.
Stage 1 : Awareness -Print and Online media - Based on the target audience of young urban household leaders and new parents and home owners which turned on the internet as their sources of information and newspaper as their secondary information sources,this combination of advertising channels should be effective in reaching the target audience.The modern, straight forward and 5
COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
LOGO RATIONALE
The Swiss Army Knife represents multi-task , multifunction and tool for revolution. The tools represents repair The overall logo depicts the rise of D.I.Y spirit and culture
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
SERIES AD
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
SERIES AD
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
SERIES AD
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
CONTEST AD
PRINT ADVERTISEMENT FOR THE CONTEST
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
CONTEST AD WEB BANNNER FOR THE CONTEST
WIN ATTRACTIVE PRIZES!!!
DIGITAL MEDIA FOR THE CONTEST
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
CONTEST AD
AMBIENT MEDIA FOR THE CONTEST
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HANDBOOK COVER
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
TV PROMO
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
TV BUMPER
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
PRESS AD
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
MAGAZINE AD
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
ONLINE AD
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ELECTRONIC MEDIA
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012
ELECTRONIC MEDIA
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AMBIENT MEDIA
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COUNTRY: MALAYSIA BRAND: VICTORINOX PRODUCT TYPE/ DESCRIPTION: TOOL CAMPAIGN TITLE: VICTORINOX FIX-IT PROJECT 2012