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Executive Summary Introduction Background Rationale Target Consumer Aims & Objectives Strategic Approach Tactic 1: Festival Tactic 2: Advert Tactic 3: Mobile App Tactic 4: Store Party Conclusion Appendices
Executive summary Welcome to Operation Frisch, this report will outline the strategies involved of an international promotional campaign for urban street wear brand Boxfresh. This report involves analysis of the current brand as well as the German consumer whilst drawing upon these findings to support effective tactical promotional strategies. These tactics include the integration of festival presence, advertising, mobile app and store party. With Boxfresh already attempting to establish its role within this local market the Operation Frisch campaign will promote the brand to solidly establish their place as a leading competitor within Germany. The campaign is based around the versatility of the brands product whilst the theme represents the brands ‘always fresh 'slogan.
Introduction Operation Frisch is the AW 14 international promotional strategy report for Boxfresh with a specific focus on Germany. This report contains a background and rationale, aims and objectives, strategic approach and informed promotional tactics finished off with an overall summary conclusion. The background and rationale of this report contains background information of Boxfresh and problems the brand possesses which will then be used to inform and justify the aim and objectives. These are the precise purposes of the report and state exactly what this promotional campaign will achieve. The strategic approach will show how the aim will be achieved including the message of the campaign and how it will be fully integrated. The tactics within the report will draw upon the above elements and provide detailed descriptions of how these techniques are appropriate to the brand, consumer and overall message of the campaign. Finally, the conclusion will show how success of the campaign is measured and how it is connected with Boxfresh consumers.
Background 1989 saw both the birth of international urban brand Boxfresh the start of a musical youth revolution, ‘a hedonistic generation evolving through acid jazz, trip hop, drum and bass into UK garage, grime and dub step’. The brand relates to this musical heritage as name Boxfresh originates from early hip-hop slang for a pair of trainers being "fresh out of the box". Boxfresh aim to expand globally especially within the German market as a suitable and fitting target consumer is certainly apparent.
Boxfresh is a mass market brand as the ‘main success factor is the low price, characterized by the promise of cheap but trendy pieces of clothing. The product's quality is mid-low and low to keep the costs down. The distribution is massive and usually via monobrand stores. As far as the communication is concerned, it's massive both online and offline, and favours the collaboration with famous personalities to attract more clients and to enhance their perception as a lifestyle-offering brand. Usually, they are definitely trendfollowers of the premium brands, bringing what's on the runways, to the streets’ (http://fashionbi.com/brands/boxfresh)
Rationale
Research completed showed that brand recognition is a problem as very few target consumers had heard of Boxfresh and loyalty is an important factor for German consumers. Looking at present links with underground music platform Boiler Room revealed German consumers were the within the top 3 contributors to views for nearly all the DJ streams, proving that they have a specific interest in music. Friends are important to the German consumer as they enjoy going out for drinks and playing social sports at weekends. Although being social is important to the consumer they are not huge users of social media as only 35% of internet users were active on Facebook last month. In addition, a unique, versatile and quality product is appropriate for the German consumer as well as a creative approach to advertising. The Operation Frisch promotional strategy will draw upon the key factors apparent in this research within its promotional tactics.
Target Consumer Identity seeker The male German Boxfresh consumer fulfils an urban lifestyle, works in a trendy retail store and aged 16-25. He spend his days working in a trendy yet relaxed clothing brand shop and lives his nights going to underground music venues with friends. When purchasing clothes he focuses on the brand as his favourite include Nike, Adidas and Lacoste whilst and gatherers knowledge and information from reading magazines and friends. For the German youth consumer, it’s all about investing in a cool, on trend brand which provide versatile products.
Practical man The second consumer that was identified throughout Berlin is a slightly older and more sophisticated man. The consumer is in his late 20’s and has recently become a professional in his chosen career. The consumer is passionate about his job and enjoys sharing his knowledge with the youth of today. His personal income is fair at around €25,000 €35,000 pa. This often allows him to pay out his necessary expenditures and still have enough left over on a monthly basis to give him the satisfaction of indulging in small luxury purchases.
Aims & Objectives The aim of the Operation Frisch campaign is to promote the Boxfresh brand within Germany during AW 2014. The first objective is to grow brand recognition within Germany by 15% by January 2015. The second objective involves increasing Boxfresh sales performance by 15% within the German market by January 2015.
Strategic Approach The aim will be achieved by employing promotional tactics relevant to the brand, consumer and campaign theme including incorporation of events, advertising and digital marketing. The theme of Operation Frisch revolves around ‘express your fresh’ whenever, wherever you are, be it at a sun filled park, a dirty underground music event or even exploring the city. This reflects the message of the campaign that Boxfresh products are perfectly versatile for the fast paced and energetic lifestyles of today. The overall message of versatility will be supported by a focus on finding and nurturing fresh talent from across the spectrum of creativity including fashion, art and music. This will also relate to the Boxfresh promise to represent youth and creativity.
A#en&on Opera&on Frisch will create a#en&on by introducing Boxfresh to a mass fes&val audience as well as posi&oning the brand through bold visual images
Interest The campaign will spark interest through a crea&ve street adver&sing collabora&on with a popular graffi& ar&st
Desire Desire will be created through the launch of a new blog style app in which consumers can research Boxfresh products and local informa&on on events and news. Ac&on The campaign will encourage ac'on in the purchase of Boxfresh products by hos&ng a day&me launch party with Boiler Room
These elements will be fully integrated within the Boxfresh campaign in order to fully saturate the target consumer. The app will be promoted through the street advertisements and will feature updates about the brands store launch party with boiler room as well as their festival presence.
Tactic 1: Festival Research completed in Germany showed that the art and music scene is dominant within the lifestyles of the target consumer and will therefore be involved within the Operation Frisch campaign, especially as Boxfresh is already involved within the music industry. The Love Parade is the largest techno and house music gathering in the World as it visits Berlin, Duisburg and Gelsenkirchen in July. With a mass audience and the opportunity to create an Operation Frisch float complete with sound system this will be the perfect opportunity to introduce Boxfresh to the target consumer and increase attention. As Boxfresh already maintains a relationship with popular music project Boiler Room this will attract the attention of the crowd through sets played by recognisable DJ’s. The float will visually convey the brand personality with bold street style art that will attract the target consumer through relevant imagery such as club scenes, festivals and urban sport that will reflect the versatility of Boxfresh products.
Involvement in the Love Parade will create excellent PR opportunity; it will provide press coverage angles in which relevant platforms such as festival websites can promote Boxfresh events and activities supporting the campaign. In addition, photos and videos of the festival will be displayed on the Boxfresh mobile app and on the Boiler Room YouTube channel in order to expose the event to further audiences.
Tactic 2: Advertising The German consumer is highly influenced by creative advertising, specifically street advertising with artistic edge therefore the AW 14 Boxfresh campaign billboards and posters will be exposed in key urban environments including parks, city centres and public transport. XOOOOX is a known graffiti artist in Berlin whose key influences stem from the pages of fashion magazines. XOOOOX will collaborate with Boxfresh to create an edgy graffiti style visual campaign, which will clearly express the urban street style personality of the brand as well as featuring the unique characteristics of the artists work. A variety of images will be created in order to show the versatility of the product through placement of the adverts in different environments and featuring unique representations of the target consumers.
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The advertisement will show the date of the store launch with little other information in order to create curiosity, suspense and conversation about the brand and collaboration.
Tactic 3: Mobile App Operation Frisch will launch a new Boxfresh app that will be used as an exploration tool for the target consumer as research shows that the consumer enjoys browsing on his mobile for current occurrences. Information about urban art, music, fashion, events and news will feature on the app as source for consumers to investigate where they can visit with their friends at the weekend or check out new and promotional Boxfresh products.
The Boxfresh mobile app will aid in the promotion of other aspects in the campaign including the store party, festival and advert collaboration through featuring on the homepage. The news page will feature information about new collaboration whilst the fresh trends selection will expose, promote and create desire for the latest Boxfresh collection. Boiler Room event tickets can be purchased through the app and local exhibitions and places to visit can be explored through the local pages.
Tactic 4: Store Party Operation Frisch will conclude the campaign with an exciting store launch party with entertainment from Boiler Room; as the brand already have a successful existing relationship with the music event this will promote the campaign to an existing audience. Desire for the Boxfresh will increase as a relationship with both products and brand characteristics will be built through visiting the store and experiencing is environment.
As the consumer has an appreciation for music, especially Boiler Room projects this will encourage them to attend the store event, which will also provide the perfect opportunity for them to be introduced to the versatile, quality and original style the brand withholds. In addition, the Berlin store is decorated by 7 popular artists in the city and is visually creative, which will also attract the consumer as well as building desire and in turn tempting action.
Conclusion Success of this campaign will be measured by analysing the brands market performance in January 2015, noting if the campaign objective target has been met. The Operation Frisch promotional campaign will fulfil the aim as it has a strong connection to the German consumer as it draws upon their preferences and needs of a fashion brand including originality and versatility as well as art and music, events and creative advertising. The message of energy and ability to adapt is relatable to the German consumer through their energetic lifestyle and is clear through the integration of events, advertising and digital marketing.
Appendices Time Bar
20th July
1st august
20th August
20th September
• Love Parade Fes&val • Collabora&on advert release • Mobile App launch • Boiler room store party
Creative Brief The Operation Frisch campaign will be formatted with an array of bold colours and imagery linked with the energetic lifestyles of the German consumer. Specifically, this will include street art, social sport, music events and urban environments as these relate to the brand, consumer and the physical versatile theme of the campaign. Creatively, the campaign will endure an urban edge in order to reflect the brand personality as well as target the consumer in a relevant, visually attractive manor. This will be cohered to by using graffiti style art, colour and imagery.
References
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