Interactive Advertising: Louis Vuitton Campaign

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