LOUIS VUITTON I NTERACTIVE A DVERTISING F INAL E MMA A NDREWS
THE CLIENT ICONIC FRENCH FASHION HOUSE FOUNDED IN
1854
CREATED BY LOUIS VUITTON, A FRENCH BUSINESS MAN
LUXURY
LEATHER GOODS/ READY-TO-
WEAR APPAREL
MOST FAMOUS FOR “FLAT BOTTOM” LUGGAGE TRUNKS
WHAT ARE WE ADVERTISING? TRAVEL BAGS AND TRUNK
SETS
WHY ARE WE ADVERTISING? TO CELEBRATE
THE
161ST ANNIVERSARY
TO PROMOTE THE ORIGINAL TRAVEL BAGS/TRUNKS TO EMPHASIZE THE HANDMADE QUALITY OF THE PRODUCT
TO EDUCATE LOYAL CUSTOMERS OF LOUIS VUITTON HISTORY ATTRACT NEW CUSTOMERS
WHO IS OUR AUDIENCE? MALE/FEMALE
35-50 $75,000+, UPPER MIDDLE/ UPPER CLASS COLLEGE DEGREE MARRIED OR SINGLE BUSINESS OWNERS, CORPORATE MANAGERS
FASHION ENTHUSIASTS LOVES TO TRAVEL PREFERS QUALITY GOODS
CUSTOMER PROFILE: ETHAN & CLAIRE BARKER ETHAN AND CLAIRE BARKER ARE A POWER COUPLE IN THE BUSINESS WORLD. SEEING THAT ETHAN IS A CEO OF A FORTUNE 500 COMPANY AND CLAIRE IS AN ADMIRED FASHION MAGAZINE EDITOR, THIS COUPLE HAS THE MEANS AND DESIRES TO TRAVEL THE WORLD IN LUXURY. WHEN THEY ARE NOT WORKING, THEY ENJOY EXOTIC VACATIONS ALL OVER THE WORLD. WITH CLAIRE'S TIES TO FASHION, SHE ONLY ALLOWS THE BEST QUALITY GOODS INTO HER HOME. ETHAN MAY NOT FOLLOW FASHION LIKE HIS WIFE, BUT HE CERTAINLY APPRECIATES WELL MADE GOODS AT WHAT EVER COST IT MAY BE.
THE CAMPAIGN TRAVEL WITH US THROUGH HISTORY
THE BIG IDEA: TRAVEL WITH US THROUGH HISTORY CELEBRATE
THE
161ST ANNIVERSARY
OF THE BRAND
HIGHLIGHT THE “HANDMADE” QUALITY OF THE GOODS
PROMOTE SALES OF TRAVEL MERCHANDISE
CREATE MUSEUM
TOUR DETAILING
HISTORY OF THE COMPANY THROUGH VISUAL DISPLAYS AND OTHER MEDIUMS
WINDOW DISPLAYS WINDOW DISPLAY AT LOUIS VUITTON STORE FRONT IN EACH MAJOR CITY (I.E.. LOS ANGELES, CHICAGO, NEW YORK, MIAMI)
HISTORY MUSEUM STYLED SCENES DEPICTING THE CREATION OF TRAVEL GOODS
SCAN “START TOUR HERE” QR CODE VINYL ON WINDOW
CODE LEADS TO MOBILE WEBSITE WHERE
CUSTOMER MUST ENTER EMAIL ADDRESS TO ACCESS
ONCE IN THE SITE, CUSTOMER SCANS CODE ON EACH WINDOW TO LISTEN TO AUDITORY “TOUR GUIDE,” EACH WINDOW PROVIDES DIFFERENT INFORMATION ON THE HISTORY OF LOUIS VUITTON EXAMPLE OF PAST LOUIS VUITTON WINDOWS DISPLAYS
MOCK WINDOW DISPLAY DISPLAYS RESEMBLE ANTIQUE WORKROOMS
SHOWCASE THE ENVIRONMENT WHERE THESE GOODS WERE PRODUCED
UTILIZE MANNEQUINS IN LOUIS VUITTON CLOTHES AND DISPLAY TRAVEL LUGGAGE
HAS VINYL QR CODE AND BRIEF COPY EXPLAINING THE “TOUR” AND DISPLAYED MERCHANDISE INFO
START TOUR HERE
QR CODE TO MOBILE WEBSITE
ONE STOP BUYING AUDIO TOUR GUIDE ADDITIONAL INFORMATION ABOUT THE COMPANY
PRINT ADS 3 IMAGE SERIES SHOWCASE TRAVEL LUGGAGE WHILE PROMOTING VISUAL DISPLAY “MUSEUM TOUR” “ANTIQUE PHOTOGRAPHS” WITH CONTEMPORARY MODELS AND MERCHANDISE
INCLUDES QR CODE THAT LEADS TO MOBILE WEBSITE
RUN IN ELLE, VOGUE & HARPERS BAZAAR COPY: “TRAVEL WITH US THROUGH HISTORY. TAKE A VIRTUAL TOUR OR VISIT
ONE OF OUR PARTICIPATING STOREFRONTS. VISIT TRAVELWITHLV.COM”
EXAMPLE OF LAYOUT FOR ADVERTISEMENTS
PLACEMENT EXAMPLE OF QR CODE ON PRINT AD
ONLINE VIRTUAL TOUR
TRAVEL WITH US THROUGH HISTORY. CLICK HERE FOR OUR VIRTUAL TOUR
IF CUSTOMERS ARE UNABLE TO VISIT STORE WINDOWS, AN INTERACTIVE VIRTUAL TOUR WILL BE OFFERED ON TRAVELWITHLV.COM THE WEBSITE WILL BE LISTED ON WINDOW DISPLAYS, MAGAZINE PRINTS AND ON SOCIAL MEDIA
SOCIAL MEDIA INCLUDES WEBSITE BRIEF STATEMENT
LINK
ABOUT
VIRTUAL TOUR AND WINDOW DISPLAYS
POSTS CONTAINING IMAGES OF VISUAL DISPLAYS IN DIFFERENT CITIES
POSTS INCLUDING IMAGES FROM THE PRINT ADS
BUYER INCENTIVE: FASHION SHOW HOST PRIVATE RESORT FASHION SHOW TO SHOWCASE TRAVEL GOODS
2 TICKETS
OFFERED TO CUSTOMERS WHO
SIGN UP FOR THE VIRTUAL TOUR AND SPEND
$13,000+ ON MERCHANDISE
MUST SIGN UP ON THE WEBSITE
ONLINE
OR THOUGH MOBILE WEBSITE WITH VALID EMAIL ADDRESS TO BE ELIGIBLE
ONLY 2 TICKETS PER HOUSEHOLD
MEDIA CONTENT & DATA TRACKING Utilizes Window displays, print, mobile/online and social media Can track campaign reach through Email sign ups Likes on social media Sales transactions QR code scans Clicks on website Length of time spent on tour mobile and online Redeemed fashion show tickets