MIRANDA PHILLIPS N0259671 FASH30071 MATT GILL
CONTENTS 1 3 INTRODUCTION Introduction...4
Stage One Summary...5 Aims & Objectives...6 Methodology...7
TRENDS
Key Trend - Scandicool...33 Key Trend - Colour...37
Primary Research Trends...39 Summary...44
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CONSUMER
Ten University Consumers...13 Key Female Consumer...23 Key Male Consumer...25 Summary...28
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CONCEPT
PROMOTION
The Big Idea...49
The Marketing Strategy...51
Pre-Launch...75
During Installation Process...81
Logo Development...53
Post-Launch...87
The Creative Strategy...55
Timeline of Communications...91
Summary...70
Summary...96
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FINANCES
7
CONCLUSION
Future Recommendations...119 Conclusion...121
Realistic Considerations...101 Budget...105 Potential Profit...109 Summary...114
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INTRODUCTION
Stage One Summary Aims and Objectives Methodology
The key aim of both reports is to make Bjorn Borg underwear the brand of choice for students. This report will investigate how we can put the implementation aspect into practice. In order to do so, myself, Chelsea Drablow, and Emma Burkinshaw have broken the report into six areas of investigation.
Then we will go on to The Concept, using the key trends researched to produce the marketing strategy and the creative idea.
In the first chapter we will look at The Consumer: here we will discuss how we have combined ten different university consumers to create an ultimate prototype consumer.
We then looked in to any key trends which could contribute to the campaigns viability as well as noting any primary research trends.
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The Proposed Communications Strategy explores how, where, and when we will be able to target the consumers, and what promotional tools we will use to do so.
The Finance chapter is where we will outline the speculative financial costs and estimate any potential profits we could make from the campaign. Finally we will consider the longevity of the campaign and any future recommendations we can offer to Bjorn Borg.
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Throughout stage one we analysed the markets that we will be entering and the consumer who we will be targeting. In doing so, we were able to justify that students are a clear choice for Bjorn Borg’s target market. From this, we then looked into how we could appeal to this fickle market, and what the company would need to do in order to ensure that students chose Bjorn Borg underwear over their competitors. The key elements we decided to take forward were;
To make it a more exclusive brand To make it into a lifestyle choice, instead of just an underwear company To explore experiential marketing as a form of advertising To ensure students experience the brand in the right context To establish Bjorn Borg as a brand first and foremost Having established what we had covered in the first report we could then outline what areas we still needed to research throughout the second stage.
AIMS
To ensure that we were constantly thinking about the target market we created a research question which we felt summed up the key problem we faced during implementation; How are we going to get students excited about a new underwear brand in such an over-saturated market? From this we formed several more detailed implementation objectives which we would aim to solve during the process of the report;
Do students require more excitement in their everyday lives and if so how can this be achieved through our marketing/communications strategy? What types of experiences during university have effectively engaged students?
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What media channels are our target consumers most receptive to? How can we make sure that the enthusiasm for the brand is not lost after the completion of the campaign?
OBJECTIVES
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METHODOLOGY In order to resolve our implementation objectives we endeavoured to explore as many research paths as possible. Our primary research methods can be seen opposite. On top of this we also read case studies, books, reports, magazines and online sources in order to access as much secondary information as possible. This equipped us with a vast knowledge of our consumer and the ability to create a campaign which is not only suitable for the consumer, but also within the budget and branding of Bjorn Borg.
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CONSUMER
Introduction Ten University Consumers Ultimate Consumers Summary
As discussed in the previous report we will be targeting students that go to Russell Group Universities. There are roughly 1.3 million students in the UK; most of these are extremely fashion conscious and have a keen desire to keep up with the latest trends – something Bjorn Borg can profit from(Mintel – Student
Lifestyles, [online] 24/1/12). Perry argues that the “18 – 34 age group is less likely to make a channel decision based on price than older shoppers, and the richer are less likely to than lower income shoppers” (Perry, J. 2012: 16). This justifies targeting the student demographic due to their higher
disposable income and lower price-based qualms. Therefore, this consumer group is invaluable to Bjorn Borg since they are least affected by the recession and most fashion conscious. Students will therefore be more willing to buy premium goods in order to fit in with the latest trends.
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TEN UNIVERSIT
In order to gain a well-rounded insight into our consumer we interviewed ten students from ten different universities. From the information we gathered we were then able to create a new student consumer who embodied aspects of each of the universities. The basic characteristics of these students are that they were between the ages of 18 – 25, study at a Russell Group University, follow the ‘spend now, pay later’ attitude (Mintel – Student Lifestyles UK, [online], 24/1/12), and come from a middle to upper-class family. We wanted to gain an insight into why and where students go out and how Bjorn Borg could improve their nightlife; we asked each consumer from the ten different universities these questions;
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TY CONSUMERS
1.What
specific type of uni nights out do you most enjoy going to?
2.Why are you most attracted to these nights?
3.Where are these held?
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5.What
would make these types of nights more memorable?(types of entertainment etc)
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4. when During your term time at university,
are you most likely to go out?
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From this we then created our ultimate
prototype consumer who was an
amalgamation of the ten different university consumers.
We decided to use The University of Nottingham as our example university so we chose a male and female student who study there and best represented our ideal consumer.
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CHARLOTTE BROOKS | 22 | UNIVERSITY OF NOTTINGHAM | JOINT HONOURS IN HISTORY AND HISTORY OF ART |
ADVENTUROUS, FRIENDLY
EXCITABLE,
FAVOURITE COLOUR: BLUE | HOMETOWN: WIMBLEDON | CINEMA | CASUAL DRINKS IN THE |
CLUBBING AT UNIVERSITY | BEST NIGHT OUT: CRISIS AT ROCK CITY | ENJOYS INTERACTING WITH A BRAND | LISTENS TO HOUSE MUSIC PUB |
MOSTLY | FAVOURITE BASICS UNDERWEAR BRAND: TOPSHOP | GETS
BORED OF WEARING THE SAME BLACK UNDERWEAR EVERYDAY | SPENDS UP TO £100 ON SEXY UNDERWEAR | WOULD PAY MORE FOR QUALITY BASIC UNDERWEAR | BUYS BJORN BORG FOR HER BROTHERS WHO LIKE THE COLOURFUL PATTERNS | DESCRIBES HER STYLE AS BOLD-EDGY | LIKES TO COLLECT PROMOTIONAL GOODS FOR HER WALL AT UNIVERSITY : STICKERS/POSTERS |
Use the paintball gun to shoot at Charlotte to make her more colourful
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ADAM DE VILLIERS | 22 | UNIVERSITY OF NOTTINGHAM | INDUSTRIAL
HEAD PROMOTER OF CRISIS | HOMETOWN: GUILDFORD | SOCIABLE, AMBITIOUS, FUNNY | FAVOURITE COLOUR: GREEN | GOING TO THE GYM | GOING OUT WITH MY FRIENDS | CRISIS AT ROCK CITY I’M BIASED THOUGH | ITS THE ONE TIME EVERY WEEK YOU CAN GUARANTEE YOU’LL SEE ALL YOUR FRIENDS | LISTENS TO THE SMITHS, THE CURE, AND ECONOMICS |
THE CHEEK | SPENDS £30 ON QUALITY UNDERWEAR | SPENDS £15
WEARS BJORN BORG UNDERWEAR - WORTH COST FOR ADDED COMFORT | BUYS LINGERIE FOR HIS GIRLFRIEND AND BOXERS FOR HIS BROTHER | FAVOURITE UNDERWEAR BRAND: BJORN BORG OR PULL-IN | ENJOYS SHARING VIRAL VIDEOS FOR THREE PAIRS OF BASIC UNDERWEAR |
WITH FRIENDS
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To summarise, our key student consumer is an explorer. The student has grown tired of going to the same clubs and while they still enjoy going out, they are keen for new experiences and want something out of the ordinary to shake things up.
SUMMARY They describe their style as classic with an edgy twist and are willing to spend more on clothing/underwear if it fits them better or is more comfortable.
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TREND
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Key Trend - Scandicool Key Trend - Colour Primary Research Trends Summary
In a society that’s information-rich and time-poor, people value feeling more than information.’ (Neumeier, 2006: 19)
In order to make sure our creative idea was relevant and on-trend we researched some key themes which we felt had been referenced a lot recently.
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Over the past year or so the Scandicool trend has swept the fashion world, trend-setters are attracted to its high-quality simplistic clothing and the anti-cool aura that comes with it. Bakare argues that its popularity is down to its understated styling; “Unlike brands with well-known logos, expensive ad campaigns and sponsorship deals, many Scandinavian designers retain a sense of exclusivity and, as a result, have that much-desired, elusive trait: authenticity. (Bakare, L., [online] 11/4/12)
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WeSc, a Swedish Brand drawing its influences from the skateboarding style, was launched in 1999 and since then they have been growing on average 15% per year (Lovett, G. 9/3/12; 6). The company is now selling in 28 different countries and dominates the skate style market; WeSc’s success demonstrates the ease of Swedish style being translated into a broader market.
In ‘The Rise of Scandinavian Style’, Job suggests that the Scandicool trend was inevitable due to them“offer(ing) a fresh counterpoint to some of the more disposable fast fashion high street chains... (The) Scandinavian brands offered a less costume appeal and a more controlled colour palette” (Job, [online], 11/4/12).
FIG. 1
SCANDI-COOL
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It is therefore ideal timing for Bjorn Borg to be breaking in to the fashion market; with Scandicool being the style of the moment, students will be keen to imitate the current catwalk trends in order to keep up with their friends.
A key feature in the Bjorn Borg designs is its bold use of colour, they pride themselves on shying away from the mundane monotone colours that so many other underwear brands rely on. On the trend website WGSN they predict that this striking style will be sought after in the seasons to come; neon shades will be present in Autumn/Winter 2012/13 and although in Summer they are often a repeat trend, ‘consumer colour confidence’ is growing and acid yellows, hot pinks and cobalt blues will dominate the high street(WGSN –Winter Neons, [online], 13/4/12).
Colourful Visual Merchandising is also noted in WGSN, with Topshop using a DIY technique and Harvey Nichols and Harrods both using coloured mannequins (WGSN – LFW window, [online] 15/4/12). So, Bjorn Borg’s use of colourfully designed underwear will no doubt be a hit with students who want to keep up to date with the latest fashion.
COLOUR 38
“
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Something interesting needs to happen
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Drawing on both these trends we then explored the idea of ‘challenger brands’. Roth argues that the most crucial principle for challenger brands is differentiation from its competitors (Roth in Evans & Cullen, 2004: 8), in order to succeed they must find a quality which they alone can reign and demonstrate the competitors’ weaknesses without it; in other words, “reposition the competition” (Ries &Trout, 2001: 61). In view of this, we decided that we would combine these two key trends to create our marketing strategy which Bjorn Borg’s competitors would not be able to rival.
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If there was something going on that was exciting then I’d probably go but (nightlife is) just the same now
”
In order to further explore our marketing strategy we held some focus groups which would give an understanding into how we could tailor our campaign to our consumers needs. The key insights we drew from the research was that students were bored of going out on the same nights and that “something interesting needs to (Kirk, 19/3/2012: Focus happen” Group). Whilst they still enjoyed going out in general, they mentioned that if they went to the same club and “something different happens (on) one of the nights, then you’ll remember it more because it just sticks out” (Kirk, 19/3/2012: Focus Group). They mentioned that “If there was something going on that was exciting then I’d probably go but (nightlife is) just the same now”(Derbyshire, 19/3/12: Focus Group), demonstrating that the students are bored of experiencing the same nightlife. Students also stated that during events such as the ‘Varsity Series’ they enjoyed the competitiveness and rivalry between the different universities (Butler, 2012: Focus Group).
From our own primary research we began noticing a trend of installation boxes in various different locations.
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We visited Westfield Shopping Centre where they had set up ‘Future Fashion’ styling cubes; each cube had a different theme and users could browse through the season’s must-haves to create their perfect outfits. The ‘looks’ could be shared on Facebook and Twitter and even emailed to you with details and a price list (Westfield, [online] 21/3/12).
Rihanna also performed at the Brit Awards recently inside a clear box whilst models surrounding her threw paint all over the box (Examiner, [online] 21/4/12). This idea of producing a box which encased a colourful installation intrigued us and inspired us to devise our big idea.
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To summarise, we have noticed several key trends recently which we have factored into the creation of our advertising strategy. Scandicool and colour will influence students’ fashion and encourage them to seek out this new style.
SUMMARY Primary Research showed us that students are bored of the monotony of everyday life and need something to shake things up. Combining these findings with the installation box trend led us to create the campaign.
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CONCEPT
The Big Idea The Marketing Strategy Logo Development The Creative Strategy Summary
‘Make sure your brand stands for something that is genuinely different and that this difference is relevant to the consumers you want to reach.Organisations that can define what makes their brand different in a way
that transcends basic functionality not only demonstrate a deeper understanding of a consumer’s lifestyle but can more readily own the top position in a category.’ (Adamson, 2008:260)
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THE BIG IDEA In order to fully analyse the brand we created several brand models which helped us to consider the brand in a different context.
WHO ARE YOU? WHAT DO YOU DO? Create colourful sexy underwear
WHY DOES IT MATTER? We break the boundaries of boring black and white underwear
THE MARKETI
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As we discovered through our primary research, students are bored of going out on the same style of nights: they crave something out of the ordinary which will stick out in their minds. Bjorn Borg underwear is known best for its vibrancy and we felt this was something which could be exploited when it comes to student fashion and lifestyles. Combining the two led us to create the marketing strategy;
Bjorn Borg creates colourful sexy underwear which breaks the boundaries of the boring black and white
NG STRATEGY With a plethora of products in every category, how does a company use advertising to blast its way into the mind? (Ries & Trout, 2001: 61)
The concept behind our marketing strategy is simple; students have grown tired of the monotony of their university nights out, Bjorn Borg will provide them with a colourful explosion which will shake them out of their humdrum state. Not only does the strategy combat the needs of the target market but it also establishes Bjorn Borg as a challenger brand. We identified that most of their key competitors pride themselves on the tonelessness of their products and therefore repositioned the competition as a tedious option in an abundance of radiant underwear.
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LOGO DEVEL In a discussion with Callum Sneddon (Managing Director of Bjorn Borg) he mentioned that any
tag-lines created must be in keeping with the
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Fig. 3
brand’s ‘happy, sexy’ ethos. With this in mind we created the slogan “Bjorn Borg Says JA! To Being Filthy”, the aim of their copywriting is to simply hint at the current
campaign through the use of sexual innuendoes. We collaborated with Tom Butler, a Graphic Design student, to guarantee that the logo created would stay in keeping with the brands simple design.
OPMENT In The Brand Gap, Neumeier demonstrates how Edward De Bono’s concept of tapping in to the consumers’ Unique Buying State works; ‘As a weekend athlete, my two nagging doubts are folks say, “Just do it,” they’re that I might be congenitally peering into my soul. I lazy, and that I might have begin to feel that, if they 54 little actual ability. I’m not understand me that well, really worried about my their shoes are probably shoes. But when the Nike pretty good. I’m then willing to join the tribe of Nike.’(Neumeier, 2006: 39) monotony of their day to day lives and be more In light of this we wanted to tap in to our consumers colourful in every sense. minds and When we say ‘be filthy’, inspire them to we are telling them that black and white is boring, break free of the that there
is other colours they can adorn themselves in and that they shouldn’t just blend in to the background.
THE CREATIV In our stage one report we discussed the idea of experiential marketing; “The process or technique of promoting a product or service … at strategically chosen public events or venues… by offering targeted customers an
opportunity to interact and gain
knowledge about the brand… through
deep brand engagement and immersion …by direct observation or participation in events or activities in live and online experiences… resulting in an emotional connection, and lifetime memories… leading to increased awareness and sales of the product.” (Two Feet In The Sand, [online], 22/4/12) Two Feet In The Sand, an experiential marketing company, argue that for
this style of marketing to be effective brands must ensure that the consumers experience
the campaign in the right context.
Similarly, in PR Week, Matthew Bending, founder of the Brand Experience Association, stated that ‘historically, brands have been able to interrupt consumers when they’re reading a newspaper, watching TV or going to the cinema by buying advertising space. But
people aren’t taking notice anymore, regardless of the quality of the ad and media planning’(Bending in Bashford, [online], 1/5/12).
Above-the-line advertising, it seems, is not as effective as it used to be: consumers
demand something more when it comes to catching their attention. According to Blazinstar,
‘91% of consumers said experiential marketing would encourage them to try a product they would not normally purchase’ (BlazinStar, [online] 12/4/12): this therefore means that it will be easier for Bjorn Borg to target new consumers.
E STRATEGY Our campaign begins with a tour around ten different Russell Group Campus Universities;
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THE LOOK
Over the course of a month an installation box sized at 6m (long) x 4m(wide) x 3.5m(tall) will travel across the country stopping
off for only 2 days at a time to visit the various different Universities. During the stay in each city the box
will tally up the amount of people that visit it using social media to
promote the installation. The University with the
most amount of students going to see the Bjorn Borg Box will win not only a party, but also the unveiling of the first
UK Bjorn Borg store
in their city.The box will be set up at a key location on each Campus University so competition to the students that it guarantees a good and to ensure that they footfall of students ‘check-in’ on passing-by, who will no Facebook and ‘like’ doubt be intrigued by its arrival. Standing outside the app. The rise of the plain white box will be a smart-phones is something clan of staggeringly which Bjorn Borg can really profit from; “ People carry beautiful Swedish their smart-phones models wearing t-shirts everywhere, which means with the ‘Bjorn Borg Says retailers have a real JA! To Being Filthy’ slogan. opportunity to engage with The brand ambassadors will them” (Knowles, 30/3/12: be there to explain the 11).
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By ‘checking-in’ on Facebook the students will be inadvertently promoting the installation to all of their friends which will influence them to visit the box themselves. Equally when
‘like’ the app it will promote the Bjorn Borg page on they
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Facebook and allow them to communicate with the students again. As Stacey Baker, e-commerce technology controller at Harrods, demonstrates;
“Digital content is very important – it’s about building your brand and
inspiring customers”
(Baker in Thomson, 30/3/12: 21). The students will allow the app access to their information whilst they are in the midst of the experiential marketing which will establish the basic database. Later, after the event has concluded, Bjorn Borg can contact this group again to inform
them of new lines or promotional offers.
As students enter the box they will be taken in to a completely disconnected environment. They will enter on to a walkway in between two corridors either side, loud music and dark lighting will surround them enclosing them in a club style environment. On both
breathtaking Swedish models sides
wearing only white Bjorn Borg t-shirts and hot-pants
throwing brightly coloured powders at each other. Bjorn Borg Box will The experience will be last only one to two startling from the outset, as the students will have no minutes and is intended will be
idea what is going on inside to give them a short insight into what the winning event the unadorned white will involve. box. As they leave, the students will be given a highly coloured
wristband imprinted with the date of the announcement of the winning university. This will
guarantee them entry to the final VIP area of the event. Their journey through the
Ries and Trout contend that “The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to
retie the connections that already exist” (Ries & Trout, 2001: 5). With this in mind we decided that for the competition winning city we would
hi-jack an already popular University night (such as Crisis in
Nottingham) and bring the Bjorn Borg experience to it. In holding the event at an already popular club it will
“
The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind
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ensure a substantial turn-out and therefore boost word-of-mouth about the brand. The event will have a black and white theme however when students arrive they will be urged to ‘get filthy’ inside the Bjorn Borg box. Inside the club will be a ‘VIP’ area in which there will be a large-scale version of the initial impact box, however this time it will be transparent so that everyone can see inside
and party-goers will be encouraged to enter. Only
those that had visited the initial impact installation will be
allowed to enter the box as this will establish
the exclusivity of the brand in the consumers’ mind. However, Swedish brand ambassadors will be handing out passes throughout the night to a select few who are deemed worthy of ‘getting filthy’. Swedish models will be
inside the box throwing the powder paint at each other from the start, once students start arriving at the event they will be eager to get inside the box so that they too can ‘be filthy’. In order to ensure that the other universities are envious of the event, there will be a camera
streaming live from inside the VIP perspex
box broadcasting the students’ powder splattered antics. Whilst
ensure good sales of the products and boost recognition of the brand. PR Week cites a Hugo Boss fragrances campaign whereby besuited male models went into offices and gave out samples of their perfumes. After a year the brand could still boast a 72% awareness amongst the talking to Callum Sneddon target group and 31% of (Managing Director of the category went on to Bjorn Borg) he mentioned buy the product(PR Week, that he was keen for the [online], 1/5/12). This first UK Bjorn Borg store to example demonstrates 64 open away from the the efficacy of experiential judgmental eyes of marketing converting London. With this in mind consumers who do not we decided that the know the brand into University city in which engaged buyers. the final event is held, will be home to the premiere store. We can infer from the competition that the winning city will be where Bjorn Borg is most popular amongst students’, this will therefore
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After having outlined our campaign, we wanted to make sure that it would cover every aspect of the brief. To do so we applied Blazinstar’s B.E.T.T.E.R brand model to the project;
BRAND PERSONALITY: We are energetic, playful and confident
EMOTIONAL CONNECTION:
Involving the audience, by making them walk through the Bjorn Borg Box, means they become emotionally connected to the brand and will associate it with the experience it is providing.
TARGET AUDIENCE:
Students like excitement, socialising, getting with people. Their day to day lifestyle includes uni work, going to lectures, socialising, internet, going out clubbing.
TWO-WAY INTERACTION:
Students interact with the brand through the Bjorn Borg Box and experience it in a context they can relate to.
EXPONENTIAL ELEMENT:
Whilst students enter the box they ‘check-in’ online, this will promote visiting the Bjorn Borg Box to their friends. The App allows an online platform for the students to continue interacting with the brand after the campaign.
REACH:
Reaching important press contacts at the Queen Mary’s London event will ensure good coverage. Social Media (‘checking-in’) will be used during the initial installation, and the Facebook App will be used to publicise the final event and keep in contact with the students afterwards. Word-of-mouth (wristbands/stickers/viral) will also contribute to promote throughout the campaign.
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To summarise; the event will consist of a University tour around 10 Russell Group campus universities with an installation that provides a teaser experience of the final event.
SUMMARY The universities will compete against one another to try to get the most amount of people ‘checking-in’ at the Bjorn Borg Box on their campus, and the winning university will receive a paint themed party and the premiere Bjorn Borg store.
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PROMOTION
Pre-Launch During Installation Process Post-Launch Timeline of Communications Strategy
In order to fully publicise our experiential marketing campaign we created a communications strategy: this outlines any promotional tools we will use and provides a timeline of when they will be implemented.
‘Live brand experiences are more likely to drive purchase decisions than almost any market channel.’ (Blazinstar, [online], 12/4/12)
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PRE-LAUNCH Viral videos are a low-cost, effective way of targeting our consumer base. In Brand Digital, Adamson states that as a brand you have to ‘Invest in content that people want. Create content that is functional/
VIRAL VIDEO
likely to come into contact with print media in her spare time; “with my course entertaining. If you I don’t necessarily pick up a Considering these findings create something we came to the decision lot of print so I’m more that creating a viral video that is fun to watch, likely to interact and promoting it through people will send various social medias would more with viral it to their friends be a quick, cost-effective especially when it clogs (Adamson, 2008: 264). scheme which would make up my newsfeed” (Gribble, Throughout our primary 2012: Focus Group). During an impression on our research students these focus groups we were target market. The video repeatedly mentioned that lasts about a minute and able to establish that the they enjoyed watching short promotes the campaign student demographic is viral videos and sharing through the use of Swedish particularly receptive to them amongst their friends. looking models throwing this form of media: in the One student argued that male focus group one of the powder paints at each other since her University course boys even said “I think I pay in plain white t-shirts and was so academic (Bachelors briefs, therefore bringing attention to videos more... Degree in Law) she was less Bjorn Borg’s colourful videos probably hold your underwear to life. We attention more than print” collaborated with Phillip (Booth and Butler, 2012: Bircham - a Media student Focus Group). to create it.
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If you keep seeing something and you don’t know what it is you’re more intrigued..you need to see it over and over again and then you’re more likely to talk about it with friends
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BIG PAINT SPLAT Another key finding from the primary research was regarding guerrilla marketing; “if you keep seeing something and you don’t know what it is you’re more intrigued.. you need to see it over and over again and then you’re more likely to talk about it with friends”(Derbyshire, 2012: Focus Group). Ries and Trout also contend that “today’s marketplace is no longer responsive to the strategies that worked in
advertising. Blazinstar Experiential Marketing state that ‘consumers
who engage in a live brand experience are likely to tell an average of 17 people each
(Blazinstar, [online] the past. There are just 12/04/12).’ In light of this we intend to use this style of too many products, preliminary advertising by too many attaching a large powder companies, and too paint splat sticker on the front of a key university much marketing building in each city which noise”(Ries and trout, will state only the date that 2001: 5). Therefore it the initial installation box seemed apt that we use will arrive on their campus. guerrilla marketing to target This will be put into effect a an audience that are week before the box arrives unsusceptible to traditional at each of the universities.
ONLINE PROMOTION
Having discussed the event with Jonny Stephens (Events Manager of Crisis) he mentioned that when working on a previous campaign with OnePiece they had run an extremely succesful promotion on the website prior to the event
(See Appendix Fig. 10). Therefore, during the month that Bjorn Borg is touring the universities, there will be an online promotion on the site which will give students a three
for
two discount on their purchase when they
enter the promotional code ‘filthy’. This will
encourage more students to buy the HOME
Crisis is the biggest weekly student night in the UK! The OFFICIAL night for Nottingham University on it’s Wednesday, Crisis is now in it’s 3rd epic year and is more incredible than ever! We are extremely excited to announce that Nottingham are the winners of BJORN BORGS ‘being filthy’ campaign! If you want to get in for free on the night just wear a pair of Bjorn Borgs on the night. Don’t have any? Head on over to their website here and claim the 3 for 2 offer by entering in the promotional code: CRISIS. LETS GET FILTHY!
underwear so that they can wear it to the actual event and will increase sales amongst students. This will be promoted through the App and on the promotional material (such as the stickers, viral, and wristbands).
A press pack will be sent to key journalists prior to us arriving at Queen Mary’s in London so that they can experience the installation and campaign at its final destination. The press pack has been designed
Women’s Magazines
Supplement Magazines Stylist: Fashion Assistant Style: Fashion Assistant
Men’s Magazines
GQ: Fashion Assistant ShortList: Fashion Assistant Esquire: Fashion Assistant
to hint at the campaigns colourful nature: we created a net
that resembles the Bjorn Borg installation box which then folds out to reveal the press release, a small sachet of powder paint, and a personal invitation to one of these contacts:
PRESS CONTACT LIST Grazia: Fashion News Assistant Look: Fashion News Assistant Company: Fashion Assistant Cosmopolitan: Fashion Assistant Glamour: Fashion Assistant Elle: Fashion Assistant Vogue: Fashion Assistant
PRESS PACK
Blogs
Liberty of London: Sasha Wilkins Cocos Tea Party: Ella Gregory Canned Fashion: Natalie Hughes The Milk Maid
Fashion Stylists
Alexis Knox Karl Willett (Jessie J’s Stylist)
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Katie Greengrass (Plan B’s Stylist) Angie Smith
Celebrity Management Agencies Star Management: PR Assistant Neon Management: PR Assistant
DURING INSTALL PROMOTIONAL STICKERS
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During the University installation there will be Swedish looking models handing out small stickers (110mm x 110mm) around the campus. These will be clear stickers with only the paint splat and #SayJA!ToBeingFilthy on them: this will tie-in with the large-scale paint splat and ensure
there is a hype surrounding the boxes arrival and keep students questioning the activity.
LATION PROCESS
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UV WRISTBANDS
As the students leave the installation box they will be given both the sticker, as mentioned earlier, and a UV material bracelet which will not only guarantee them entry to the VIP area of the final event but also serve to promote
the competition even when the installation box has gone, through word-of-mouth.
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CIRCUMSTANTIAL FREE ENTRY At the winning university, students will gain free
entry to the club if they are wearing Bjorn Borg underwear, or if they have travelled from another university city (provided they are still
wearing the wristband). This promotion will not only inspire more students to wear the underwear but they also may be
inspired to potentially purchase some prior to the event. Equally, all the students who visited the
Bjorn Borg Box will have the opportunity to go to the final event since they will be given compensation for their travel in the form of free entry to the club. This will hopefully encourage more students to come to the final event and will boost word-of-mouth in the losing cities.
STREAMING BOX As previously mentioned, there will be a camera in the VIP box which will stream
the event live on to the Bjorn Borg App.
This will promote the event to the losing universities and hopefully make them envious of the party they could have won. Since we are recommending that this be part of a bigger campaign with 2 more events being held in wining universities, it will inspire students to try harder during the future campaigns.
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POST-LAUNCH FACEBOOK APP
As students leave the installation, they will be encouraged to ‘like’ the
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Bjorn Borg App.
This will allow Bjorn Borg to keep in contact with the students after they have left each campus which will hopefully keep the hype up surrounding the event and competition winner. After the campaign has finished, Bjorn Borg can
continue to promote new products and to stay in use this App to
contact with the student demographic.
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“ 89
You need to be a destination in your customers’ hearts and minds
”
Fig. 4-6
Since the first UK store has not been opened yet we suggested that it be opened in the winning university city. This store will not only profit from being in the most popular city of students but also (as Callum level..It’s more than Sneddon mentioned) will be just selling a away from the judgemental product. You need to be eyes of London. Anne a destination in your Pitcher, Managing Director customers’ hearts and of Selfridges, contends that when marketing online minds and be part of the way they live...The whole and offline “you must experience and interact on every entertainment is so important” (Pitcher in Lovett, 9/3/12 : 16). As we are creating a campaign which allows the consumer to experience Bjorn Borg as an event, it seems appropriate that the
STORE
90 consumer should also experience the brand as an environment. Pitcher’s argument points out that consumers want much more from brands in the current market, they desire brands to become part of their lifestyle. For the store to work effectively, the brand will need to epitomize everything fun that they lack in their day-to-day lives, therefore
becoming a culture that they can buy into.
We created a timeline of communications strategy which clearly shows when each different piece of promotional material is implemented;
PRE-LAUNCH ONLINE PROMOTIONS BEGIN
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VIRAL VIDEO RELEASED TO ALL UNIVERSITIES
PAINT SPLAT APPLIED TO KEY UNIVERSITY BUILDING 1 WEEK BEFORE BOX ARRIVES
TIMELINE OF CO
POST-LAUNCH DURING INSTALLATION PROCESS SMALL STICKERS GIVEN OUT ON CAMPUS
BOX ARRIVES ON CAMPUS UV BRACELET GIVEN TO STUDENTS AT BJORN BORG BOX STUDENTS ALLOW ACCESS TO APP
WINNERS PARTY
BJORN BORG CAN CONTACT STUDENTS THROUGH APP
FREE ENTRY TO LOSING UNIVERSITIES
92 PARTY STREAMED LIVE ON APP PREMIERE STORE OPENED IN WINNING UNIVERSITY CITY
MMUNICATIONS
We chose to hold the campaign during October so that we avoid ‘Freshers Week’. We felt that this would retain the exclusivity and class of the brand as the discount deals of ‘Freshers Week’ can often cheapen a brand.
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Throughout this chapter we have considered all of the promotional tools we will use during the campaign in order to fully promote it. The campaign will take place during October so as to avoid the cheapening effect of Freshers Week.
SUMMARY The timeline of communications strategy demonstrates how we will target the consumer prior, during, and after the installation through the use of guerrilla marketing, word-of-mouth, and social media.
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FINANCES
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Realistic Considerations Budget Spotify Collaboration Potential Profit
While at the moment the brief is still hypothetical, we wanted to make sure that if Bjorn Borg felt it was appropriate for the brand, it would not be out of their budget to implement it. Taking this into consideration we decided
to contact several different agencies who were able to give us an insight into the financial costs of the campaign. All of the companies that we talked to were extremely keen to get on board with the campaign.
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REALISTIC CO
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Initially we contacted all of the ten different universities asking them whether they would be willing to take part in the campaign, how much they would charge for the installation, and where we could set up the Bjorn Borg Box (See Appendix Fig. 7). Six universities responded saying that they would be able to facilitate the installation. Bristol University replied stating that all enquiries regarding promoting on the university went through Bam Agency.
NSIDERATIONS Bam Agency pride themselves on being ‘the largest database of Fig. 7 - 11 student-focused media in the UK’ (Bam, [online], 19/4/12), they have worked with brands such as Apple, Universal, Ikea, Lucozade, and Virgin Media. We contacted Sally Mason, the Media Sales Executive, who was delighted to help us find out costing and possible locations. Prior to talking to the agency we had planned for the models inside the Bjorn Borg Box to be wearing solely their underwear, however having discussed this with them we realise now that many universities are not willing to permit this type of campaign. In light of this the models will instead be wearing Bjorn Borg t-shirts and hot-pants, to ensure the universities are willing to go ahead with the campaign.
Fig. 12
Fig. 13
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We also contacted Blazinstar Experiential Marketing whose clients include Moet, Google, Calvin Klein, Relentless, and 02. We talked to Marvin Foster who is the co-owner of Blazinstar: he was extremely keen to cost up the financial aspects of our campaign and mock-up some visuals for us (See Appendix Fig. 10). They created an approximate budget for us which included the Facebook App, Set Design, Staff Hire and much more. Fig. 14 - 17
Fig. 18 Fig. 19
104 Since our example campaign is at The University of Nottingham we decided to get in touch with the Events Manager of one of Nottingham’s most popular student nights. Jonny Stephens hosts Crisis at Rock City: the club can hold up to 2,400 people and on a popular
night Crisis can reach maximum capacity. Jonny even stated that ‘the Nottingham University market is a great one for the luxury fashion brands such as Bjorn Borg’(See Appendix Fig. 11). He explained that at past events, Rock City has promoted any offers the
brands have during the campaign and as a result the club will take a small profit of those sales. Therefore we propose that Bjorn Borg offer a 2% cut of the three for two sales profits they make during the month of online promotions.
BUDGET 105
To finalise our financial considerations, we calculated how much revenue we would need to make to ensure that we could make a profit from the campaign.
LOGISTICS AND VEHICLE.....................................................................£7,000 PROMOTIONAL STAFF (11 shifts, 14 staff)........................................£22,770 FACEBOOK APP.....................................................................................£5,000 SET DESIGN...........................................................................................£18,000 DJ AND SET (final event).......................................................................£1,700 PAINT...........................................................................................................£700 LIGHTING AND EFFECTS......................................................................£4,000 WRISTBANDS..........................................................................................£1,300 STICKERS....................................................................................................£300 CAMPUS SPACE HIRE.........................................................................£10,000 HEALTH AND SAFETY...............................................................................£300
TOTAL (APPROX)................................................................................ £71,070
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Whilst we appreciate the expense of the campaign, it must also be noted that though the set-up costs are high, the return buy-in from consumers makes it worthwhile. When talking about a campaign Lever Faberge Lux did, Dominic Grounsell mentioned that; ‘We are reconnecting our brand to a large amount of people and giving them a message they’d only get by watching a TV ad several times. Considering the level of engagement you get from consumers, the campaign pays for itself.’ (Grounsell in Bashford, [online], 1/5/12).
OPPORTUNITY FOR COLLABORATION However, in light of the expense of the campaign we suggest that a collaboration with Spotify could stand Bjorn Borg in good stead. The company originate from Sweden and are a light-hearted, colourful brand that will merge well with Bjorn Borg’s brand ethos of ‘happy, sexy’(Spotify, [online] 25/3/12). The collaboration could involve Spotify recommending the newest, up and coming bands which will be played in the VIP room. This would not only make the VIP room a hub of exciting, new music but also make those without VIP wristbands envious – a quality which will strengthen the brands exclusivity.
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Fig. 20
POTENTIAL To finalise our financial considerations, we calculated how much revenue we would need to make to ensure that we could make a profit from the campaign. PR Week state that ‘43%
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of people that have experienced experiential marketing purchased the product following the exposure’ (Bashford, [online], 1/5/12). With this in mind, we put together some targets of the minimum and maximum amount we could achieve.
PROFIT MINIMUM PROFIT
If we approximate that about 250
students will visit the box every day for 20 days (2 days at each of the 10 universities), this
amounts to 5,000 people experiencing the Bjorn Borg Box first-hand. As previously mentioned, 43% will purchase the product after having undergone the experience (Bashford, [online], 1/5/12). So, 43%
of 5,000 equals 2,150 students
who will buy into the brand. If each of these students uses the 3 for 2 offer they
spending around £50 (£25 per would be
pair of underwear , on average) therefore
mean a profit
of £36,430 for our minimum target. As previously mentioned, we would offer 2% of our profits to the popular student night that we hijack, this would then be
2,150 x 50 =£107,500 revenue. £728.60. So the final profit would be Minus the total budget £35,701.40 (£71,070), this would
Once more using the idea that 5,000 students will be exposed to the box. Continental Research state
MAXIMUM PROFIT
that “67% of people exposed to experiential
tell someone else about it�(Wiley, activity
[online], 3/5/12), of those
5,000 that would be 3,350 that tell their friends. On average these students who had experienced the campaign would
recommend the brand to 4 other people (Wiley, [online], 3/5/12). So,
3,350 x 4 = 13,400
people who now know about the Bjorn Borg Box. Since the number has now spread to people who have not actually experienced the installation, we then looked into the effectiveness of word-of-mouth.
‘78% of people will act on a referral or
recommendation of someone they know, like and trust’ (Duron, [online], 3/5/12). This amounts to 10,452 people who would be
willing to buy Bjorn Borg underwear. If we then assume that each of these use the 3
for 2 discount (spending
£50 each) this equals £522,600 revenue
back from the campaign. Deducting the total budget, that leaves us with a
maximum profit of £451,530. 2% of this would be £9,030.60 given to the student nightclub which results in a final
profit of £442,499.40
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To summarise; we discussed with BAM, Blazinstar, and Crisis, the reality of our campaign and were able to factor in any extra costs or changes which would need to be made if we were to go ahead. We then considered, with the help of Blazinstar, what our potential budget would need to be for the campaign.
SUMMARY They provided us with the hypothetical amount of £71,070. Using online sources and agencies we were able to estimate that the minimum profit we could make from the campaign would be £36,430, and the maximum profit we could make would be £451,530. Deducting the 2% we would then offer to the university clubs we are left with a minimum of £35,701 and a maximum of £442,499
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RECOMMENDA
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Future Recommendations Conclusion
TIONS & CONCLUSION
“ A guerrilla raid is a sprint, but a guerrilla war is a marathon” (Ries and Trout, 2001; 93)
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FUTURE RECO In order to ensure that the brand is not forgotten in the students’ minds we made sure that the campaign
had sufficient longevity to promote
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Bjorn Borg. The first strategy has clearly profited from Bjorn Borg’s use of colour, therefore any future campaigns created in this style could use other aspects of Bjorn Borg’s branding. We discussed the possibility of doing a
similar style experiential installation which promoted Bjorn Borg’s Swedish heritage..
MMENDATIONS This is merely hypothetical however could involve bringing Scandinavia to the UK using ideas such as the Northern Lights, Husky Dogs, the Ice Hotel, and snowy scenes. Any future events will need to be thoroughly planned and researched, we want to keep the students wanting more: “It’s better to have one
or two high quality events per year than monthly events that won’t generate
any news coverage and will lessen your reputation” (Levine, 2002; 93). Under different themes, there is potential that this process can be repeated which will guarantee that students do not forget about the Bjorn Borg brand. However any future campaigns must leave the students wanting more to ensure the exclusivity and desires for the brand are not lost.
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CONCLUSION In order to assess the viability of the campaign we set out to answer each of our research questions:
How are we going to get students excited about a new underwear brand in such an oversaturated market? As we discovered from primary research,
students are bored of everyday life and
want something to shake things up. The campaign created plays on this finding by linking
Bjorn Borg to the students’ minds as a sexy, fun, and exciting brand to be involved with, therefore differentiating it from its bland competitors.
What types of Do students experiences during require more university have excitement in their effectively engaged everyday lives and if students? Primary research enabled us so how can this be to discover that many achieved through students wish they could our marketing/ lose their inhibitions communications more often, something which they find easiest to strategy? In essence, yes. As a result of concentrating so much do whilst on holiday on their academic studies, - due to the carefree it is no surprise that they nature they attach to crave a night out where they can let loose and go it. They also stated that crazy. Bjorn Borg they are more likely to encourages this behaviour remember nightlife by telling them to ‘get filthy’ and not care about the if they are provided consequences. The with something to campaign will provide interact with. them with an Combining these two factors in to the final event exciting brand means students will experience which associate Bjorn Borg with will not be quickly a carefree attitude which they desire to apply to their forgotten. everyday lives.
What media channels are our target consumers most receptive to? While investigating our
consumers we recognized a trend of curiosity reappearing: students
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were intrigued by unexplainable guerilla marketing
which they saw in various different situations. We factored this in to our marketing strategy by repeatedly using the paint splat, this will appeal to the inquisitive nature of the students. Equally in Focus Groups students mentioned they were more susceptible to viral advertising, and enjoyed sharing videos with their friends: thus justifying our viral video campaign.
How can we make sure that the enthusiasm for the brand is not lost after the completion of the campaign? The strategy was designed
to have sufficient longevity so even when the installation campaign has finished, Bjorn Borg will be able to continue promoting to the students through the
App, the launch of the premiere store and the potential for future events.
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Our brief was to make
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Bjorn Borg the brand of choice for students in the UK:
our thorough research of different university students ensured that we took in to consideration the
variations between each city.
We were then able to produce a strategy which could be applied throughout all of our target universities and
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Bjorn Borg would be recognised for its happy, sexy ethos. would ensure that
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