L E V E L T X E N E H #T
CONTENTS
ABOUT POLTERGEIST Facts Key themes Colour themes
ABOUT SOAP AND GLORY Key Facts About the Brand
RESEARCH Secondary Research Primary Research Purpose of the Film Big Idea Consumer Profile
ABOUT OUR FILM Purpose of our Film Visual Inspiration Post Production
C O M M U N I C AT I O N S T R AT E G Y Social Media 3 Month Plan
about...
poltergeist
. . . s t c fa b e rg l e i p S S t eve n t h e f i l m te co-wro he director ide t o alongs per, who als oo s Tobe H films such a d d i re c t e s C h a i n s a w xa The Te cre. M a s sa
About Poltergeist
The film ily’s fa m e h t s fo l l ow o n to b r i n g at i r e p s hte r e g d u a d r hei bac k t h e h o u s e of t a n d r i d l ev i l . al
The film was released in 1982 , but has since be en remade in 2015. mily T h e fa nce e x p e r i e u nt i n gs al ha m r o n a the pa r o t d a e t h at l f the o e c n ea ra d i s sa p n ge s t u o y ’s fa m i l y ter, daugh e. nn Carol-A
About Soap & Glory
Research
Film is a tril og y r evo l v i n g a r ound the Fr e e l i n g f a m ily.
The Video
COMMS STRATEGY
. . . t u o b a
Soap and Gl ory can be foun d on the shelves in al l Boots stores in the UK as well as online.
We found rand’s that the b the n i d e t a c o l price was ith one w , e g n a r ucts low to mid d o r p t s e eap of their ch erefore h t , 0 5 . 3 £ being ple of o e p o t e l affordab our age.
About Poltergeist
About Soap & Glory
S T C A F Y E K We initially f ound that Soap an d Glory were widely recognised for their pam per product s as opposed to their cosmetics.
Research
Although is well d n a r b e h t esn’t o d t i , n w kno ounter c a e v a h currently like a n u e r o t s in the , and t fi e n e B r competito o find out dt we decide our why in research.
The Video
COMMS STRATEGY
. . . h c r a rese
PRIMARY RESEARCH
About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
We asked a mixed aged group from 15-50
About Poltergeist
About Soap & Glory
Research
The Video
PRIMARY RESEARCH
We asked 52 Women about Soap & Glory
COMMS STRATEGY
MODERN AESTHTEICS
VINTAGE AESTHTEICS
SERIOUS About Poltergeist
About Soap & Glory
Research
The Video
PERCEPTUAL MAP
HUMOUR/ PLAYFUL
COMMS STRATEGY
WHAT CONNECTS THE FILM & THE BRAND? PERFECT SUBURBIA
HOUSEWIFE STEREOTYPES
About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
the big idea E H T P U P M U WE WANT TO P S G N I H T E K A VOLUME AND T R U O H T I W L E V E L T X E N E H T O T CONSUMER! About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
CONSUMER PROFILE About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
. . . O E D I V E H T T U ABO
Our video is both a fash ion film and advert hybrid. As it has a nar rative but it also prom oting the makeup pro ducts too.
To inform t tha s r e m u s con s not i y r o l G Soap & ’ brand r e p m a just a ‘p ey sell h t t a h t but cts u d o r p p makeu too.
WHAT’S THE PURPOSE? Our film sti ll enforces th e brand essence of ‘Self Care’ be it makeu p or skincare.
About Poltergeist
About Soap & Glory
rand b ‘ e c r o f n E make d n a ’ y t l a loy y the r o l G & p Soa o-To’ ‘G s r e m u cons brand. Research
The Video
COMMS STRATEGY
PHILIP COLBERT
GREASE
DORIS DAY
ROY LICHTENSTEIN
VISUAL INSPIRATION About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
CREATIVE CONCEPT The use of Pop Art captures the brand essence with the use of tongue in cheek humour, ensuring the film captures the element of humour that the brand carries As we wanted this to be seen as more of a fashion film than an advert, we decided to film the video on two different cameras, creating the feel of an ongoing story. We chose to use Elvis Presley’s 1957 song Teddy Bear as our soundtrack to the film. We chose to use exaggerated facial expressions throughout the film to emphaisise the humour and make it more like a comedy sketch. We wanted to use the quote ‘They’re Here’ from the Poltegeist as a key theme in our fashion film, we changed it into ‘He’s Here’ when the date arrives and feels like this holds a strong connection the the original film.
About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
COMMUNICATION STRATEGY
L E V E L T X E #THEN
L E V E L T X E N #THE Linking taking a th a i w p i h s n relatio el, v e l t x e n e Man to th rying to ht along wit ers m o t s u c entice new and. to the br
Y A D S E N I T N E L A V
OUR 3 MONTH PLAN
About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
social media
About Poltergeist
About Soap & Glory
Research
The Video
COMMS STRATEGY
poster
r e n n a b e t i webs
L E V E L T X E N E #TH