DIESEL: LAND OF THE BRAVE ADVERTISING PLAN PROPOSAL
Norene Calamayan Advertising Sales & Ratings September 1, 2011 Advertising Plan Proposal
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TABLE OF CONTENTS
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Advertising Plan Proposal
SITUATION ANALYSIS 4
TARGET MARKET 6
OBJECTIVES, STRATEGIES, AND TACTICS
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IDEAS AND SOLUTIONS 10
BUDGETS 12
Advertising Plan Proposal
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CLIENT:
A NA LYSIS
S IT UATION
Diesel jeans started in 1978 when Renzo Rosso, after being designing his own clothes for several years and after graduating of an industrial manufacturing textile school, joined forces with a group of textile manufacturers in his region creating the Genesis group. Under the umbrella of this company many brands were launched and nowadays many still remain well known: such as katherine Hamnett, Goldie, martin guy, ten big boys and of course, diesel. In 1985 Rosso took control of the company by buying out the other partners and while being the sole force of the brand the company began its expansion. Without being trained neither in marketing or advertisement, Rosso defined and created the brand from scratch and after few years , in the end of the 80s the brand started to be known as reference in jeans and workwear.
PAST PRINT ADVERTISMENTS
Diesel Island. (2010). Retrieved July 14, 2011, from Dandad: http://www.dandad.org/learning/commentary/diesel-island
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Advertising Plan Proposal
CURRENT ADVERTISING “Diesel Island – Home of the brave. Land of the stupid” is their new and current ad campaign message, which is a sequel to their BE STUPID campaign. Creates an entirely new and stupid society. New ad campaign celebrates new attitudes and as well as the new clothes. The result of the BE STUPID campaign lead to: Diesel Island: “where both the stupid and the brave can find their home.” Be stupid is still the way to have a successful living, to follow what your heart wants, not only what your head says, having enough guts to take dangerous risks. This message lead to Diesel Island founded by whom and for those in search of home because they feel misunderstood by the society that judges eccentrics, those brave or too stupid not afraid to show themselves for what they really are.
• The new campaign is built around an engaging and detailed narrative, a story that connects with the target audience with a media landscape. Beautifully stated. • The campaign also depicts the creative ideas of survival skills. The images of the new campaign tell the arrival of the first pioneers, the solution of the same old problems with new ideas and bold and of course a whirlwind of parties. • The campaign communicates the first explorers arriving on an island, living outlandish experiences, solving the world’s problems while throwing parties to celebrate the birth of America. • New ad campaign will continue to be launched through print ads and outdoor, along with interactive videos of storylines to really make the Diesel Island come alive. Good idea. • At www.diesel.com/island, virtual visitors to the island can shape its laws, watch videos of island life, meet its citizens and of course buy island-friendly clothes via the interactive catalogue. The island also boasts its own Wikipedia entry, updated every week as the emerging society and its rules and regulations evolve..
Advertising Plan Proposal
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E M PAT H Y M A P
TARGET MARKE T
What does xander wish he had
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MORE TIME FOR.... Follow other people’s blog for inspiration, as well as develop his own personal blog. Discover new places to hang out. Read more art & culture magazines. From SOMA to Juxtapoz. Taking photographs. of anything and everything. Take more trips outside of California.
Advertising Plan Proposal
Pay attention to the new, to make himself stand out from the rest.
Dating nice girls.
What xander wants to do
MORE LESS O F. . . Buying clothing that is not high quality.
with work – rather to focuscomfortable on growth and challenges. Being too
Spend money on unnecessary things. Not enough
sleep.
Dating bad girls.
Drinking coffee like its water. Being around other people’s
Meet Xander: -24 year old from San Francisco, CA. -Currently living in SOMA with his dog Chandler. -Earns a decent amount of income working for a Branding start up company. Would like to be a business owner one day. -Enjoys reading at random parks with his dog. -Always needs a cup of joe to start his day. -Hangs out on the weekends with his close group of friends, usually somewhere in the Mission, or somewhere near his apartment. -Design concious, knows whats in trend, but has his own sense of style. -Doesn’t care too much for politics, but is very aware with what is happening in the world. -Would like to travel the world someday, taking pictures of everything that inspires him.
negative energy
Advertising Plan Proposal
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S TR AT EG IES & TAC TIC S
OBJE CTIVE S 8
Advertising Plan Proposal
OBJECTIVE: To continue purchasing advertising in 2012 as we have been doing in the Diesel is a brand with a 2011 becausevery clear understanding of what makes us stand out from the rest. We were able to create a movement of people who identified themselves with the message. Its previous Be Stupid campaign did a great job of bringing our contrary, tongue-in-cheek view of the world to life. Diesel Island builds on this positioning, taking the essence of a successful ad campaign and creating a whole new world that celebrates the attitude as much as the clothes.
Diesel Island. (2010). Retrieved July 14, 2011, from Dandad: http://www.dandad.org/learning/commentary/diesel-island
STRATEGIES: To invest 97% of our budget into social media and viral videos and 3% in non-mainstream advertising. Diesel Island moves the brand on from the pictures in the magazine and beautifully shot TV ads that predominate in the fashion world. Our new campaign is built around a rich, detailed and engaging narrative – the kind of story that brands need to become adept at telling in order to connect with audiences in a fragmented media landscape.
TACTICS: To continue to purchase magazine, billboard, Facebook, Google Adwords,YouTube, and Page Banner advertising. There will also be an interactive video catalog during Youtube videos and Pandora commercials, where people can view look books, leading them to want to go to our website at Diesel.com.
Advertising Plan Proposal
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A ND S O L UT I O N S
CREATIVE IDE A S
Traditional advertising never fails us. Our campaign is being launched with a print and outdoor campaign, but it’s on digital platforms where the immersive, interactive potential of a storyline like Diesel Island starts to really come to life,’ says Davie. ‘Diesel Island is a fantastically rich creative idea, and I love the ambition of a brand that has the confidence to invent a whole new country in the name of fashion. If the campaign truly embraces the potential of digital media, I think there’s a great opportunity to invite the audience to join the story, not just as passive observers, but as active participants.
We want to create a communication canvas for Diesel lovers and for the stupid people of the world, to express a point of view about relevant social issues and stimulate comments and participation. Our strategic goals are to assert our brand identity, consolidate our history of innovative advertising with a 360 campaign and inspire our fans. We used many communication assets; the online component of this campaign is shaping the main idea by giving the consumer the possibility to interact with the island.
Interview with Renzo Rossi in Business Week Q:Your ads are very creative and win awards, but they aren’t widely seen.You even did a series of TV spots, but they didn’t appear on any mainstream channel. Why? A: Oh, television is too popular. It doesn’t make sense to spend a lot of money to place ads on televisionwhen you are only talking to 5% of the audience. We used those spots on MTV and at the cinema because you can select the films your ads are shown with. That way you have an idea that you are reaching the right audience.
Renzo Rosso at Design Boom http://www.designboom.com/eng/interview/rosso.html Diesel Island. (2010). Retrieved July 14, 2011, from Dandad: http://www.dandad.org/learning/commentary/diesel-island
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Advertising Plan Proposal
Why YouTube and Pandora? With our new ad campaign, each story will be told through a series of videos, all of which are produced with Diesel’s customary panache, both visually and editorially. The use of language is particularly wellcrafted and as you’d expect, the casting and styling are executed to the same high standard. Everyone is going viral, watching daily videos on youtube, and listening to Pandora is the new radio that is customized tp inviduals personal taste, so we figured, buying space will reach an even more wider audience. If not, then we’d be more than happy to simply entertain anyone and everyone.
New ideas are built on our audience. Fashion audience pays a lot of attention into what is new and what can make them difference themselves from the rest. In this way, the audience is easy to reach, and maybe we could even say that is the audience the one that goes after the brand to see what it will offer in the future. For this purpose, with traditional advertising and new media, the internet channel proves very helpful to provide information and maintain attention from the base of customers.
Media Use As Renzo Rosso stated in the interview, Diesel ads will never be seen in mainstream media, because the targeted customers are not mainstream consumers. Instead this ads run in specialized magazines and more and more, this ads end up being not only advertisements of the brand but also ads that point to the campaigns that are fully displayed on the web.
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ADVERT IS IN G B UD GE T PLAN, M ONT HLY ONLI NE A ND NE W M E DI A A DV ERT IS IN G S PEN D IN G PL AN, MON T HLY STA NDA R D A DV E RTI SI NG SPE NDI NG PLA N
BUDGE TS & ROI 12
Advertising Plan Proposal
Advertising Budget Plan Year: 2011 Annual Revenue* % of RevenueAnnual $ 1,860,000,000.00 2.0000% $ $ 1,860,000,000.00 4.0000% $ $ 1,860,000,000.00 7.0950% $ $ 1,860,000,000.00 12.0000% $ $ 1,860,000,000.00 18.0000% $ $ 1,860,000,000.00 22.0000% $ Budget Advertising Allocation 7.0950% $ Traditional Advertising 2.5579% $ Online and New Media Advertising97.41% $
Diesel (Brand). 27 July 2011. 28 July 2011. <http://en.wikiped
Currencies Center. 28 July 2011. 28 July 2011. <http://finance
Budget Options 37,200,000.00 74,400,000.00 131,967,000.00 223,200,000.00 334,800,000.00 409,200,000.00 131,967,000.00 3,375,572.02 128,549,213.19
Allocation $ 3,375,572.00 $ 128,549,213.17
Difference $ $
0.02 0.02
dia.org/wiki/Diesel_%28brand%29>.
e.yahoo.com/currency-Ââ&#x20AC;?converter/#from=EUR;to=USD;amt=1.3>.
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Monthly Standard Advertising Spending Plan & Monthly Online and New Media Advertising Spending Plan. Monthly Standard Advertising Spending Plan Year: 2011 Media GQ Magazine SF Outdoor Vogue Magazine Radio KOIT Total Total Standard Advertising Total Online and New Media Grand Total
$ 3,375,572.02 Ad Description Full Page Billboard, Walls, Posters Full Page 30sec commercial Budget $ $ $
3,375,572.02 128,549,213.19 131,924,785.21
Allocation Difference $ 3,375,572.00 $ $ 128,549,213.17 $ $ 131,924,785.17 $
0.02 0.02 0.04
Index of Calculation: CPM Calculation: (Media Spend/Impressions)*1000 = CPM ROI
Diesel (Brand). 27 July 2011. 28 July 2011. <http://en.wikipedia.org/wiki/Diesel_%28brand%29>. Currencies Center. 28 July 2011. 28 July 2011. <http://finance.yahoo.com/currency-‐converter/#from=EUR;to=USD;amt=1.3>.
Monthly Online and New Media Advertising Spending Plan Year: 2011 Allocation $ 128,579,213.17 Media Max Daily Impressions CPM Facebook (Everywhere) 995,050 $ Youtube (Arts and Entertainment channel) 250,000,000 $ Pandora 833,333 $ Google AdWords 980,000 $ Total Page 1
Budget Allocation Difference $ 3,375,572.02 $ 3,375,572.00 $ 0.02 $ 128,549,213.19 $ 128,549,213.17 $ 0.02 $ 131,924,785.21 $ 131,924,785.17 $ 0.04
Total Standard Advertising Total Online and New Media Grand Total
CPM Calculation: (Media Spend/Impressions)*1000 = CPM Facebook: http://www.facebook.com/business/ads/ Youtube: http://www.google.com/videotargeting Google Adwords: http://www.google.com/adwords
Pandora: .pandora.com/static/ads/media-kit/advertising.html ROI=SUM(X-Y)/Y*100 X=Revenue, Y=Advertising X=1,860,000,000.00 Y=137,967,000.00 ROI:
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1309%
Advertising Plan Proposal
1.00 2.02 1.01 1.04
Cost Per Day $ 995.05 $ 123,762.38 $ 825.08 $ 942.31 $ 126,524.82
January Media Spend Impressions $ 137,170.00 947,519 $ January $ $ 5,000.00 288,152,640 $ 140,383.00 1,215,027 $ $ 2,000.00 940,000 $ $ 284,553.00 291,255,186 $ May Media Spend Impressions $ 137,170.00 947,519 $ May $ 5,000.00 288,152,640 $ $ 140,383.00 1,215,027 $ $ 2,000.00 940,000 $ $ 284,553.00 291255186 September Media Spend Impressions September $ 947,519 $ $ 288,152,640 $ $ 1,215,027 $ $ 2,000.00 940,000 $ $ 2,000.00 291255186
January
May
September
CPM 144.77 0.02 115.54 1.68 262.00
$ $ $ $ $
CPM 144.77 0.02 115.54 1.68 $262.00
$ $ $ $ $
CPM
1.68 $1.68
$ $ $ $ $
Me
Me
Me
February edia Spend Impressions 137,170.00 947,519 5,000.00 288,152,640 140,383.00 1,215,027 2,000.00 940,000 284,553.00 291255186 June edia Spend Impressions 144,027.00 947,519 5,000.00 288,152,640 175,489.00 1,215,027 2,000.00 940,000 326,516.00 291255186
$ $ $ $
CPM 144.77 0.02 115.54 1.68 $262.00
$ $ $ $
CPM 152.00 0.02 144.43 1.68 $298.13
October edia Spend Impressions 137,170.00 947,519 $ 5,000.00 288,152,640 $ 140,383.00 1,215,027 $ 2,000.00 940,000 $ 284,553.00 291255186
CPM 144.77 0.02 115.54 1.68 $262.00
March March Media Spend Impressions $ 144,027.00 947,519 $ 5,000.00 288,152,640 $ 147,425.00 1,215,027 $ 2,000.00 940,000 $ 298,452.00 291255186 JulyJuly Media Spend Impressions $ 144,027.00 947,519 $ 5,000.00 288,152,640 $ 175,489.00 1,215,027 $ 2,000.00 940,000 $ 326,516.00 291255186
$ $ $ $
CPM 152.00 0.02 121.33 1.68 $275.04
$ $ $ $
CPM 152.00 0.02 144.43 1.68 $298.13
April Media Spend Impressions $ 144,027.00 947,519 $ $ 5,000.00 288,152,640 $ $ 147,425.00 1,215,027 $ $ 2,000.00 940,000 $ $ 298,452.00 291255186 August Media Spend Impressions $ 144,027.00 947,519 $ $ 5,000.00 288,152,640 $ $ 140,383.00 1,215,027 $ $ 2,000.00 940,000 $ $ 291,410.00 291255186
CPM 173.72 0.02 138.65 1.68 $314.07
December Media Spend Impressions $ 171,457.00 947,519 $ $ 5,000.00 288,152,640 $ $ 175,489.00 1,215,027 $ $ 2,000.00 940,000 $ $ 353,946.00 291255186
November November Media Spend Impressions $ 164,600.00 947,519 $ $ 5,000.00 288,152,640 $ $ 168,468.00 1,215,027 $ $ 2,000.00 940,000 $ $ 340,068.00 291255186
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $
CPM 152.00 0.02 121.33 1.68 $275.04 CPM 152.00 0.02 115.54 1.68 $269.24 CPM 180.95 0.02 144.43 1.68 $327.08
Total Media Spend $ 1,604,872.00 $ 55,000.00 $ 1,691,700.00 $ 3,768,006.72 $ 3,375,572.00
March April Media Spend Monthly Impressions Media Spend Monthly Impressions 30,846.55 30,846,550 $ 29,851.50 29,851,500 3,836,633.66 7,750,000,000 $ 3,712,871.29 250,000,000 25,577.55 25,833,323 $ 24,752.47 833,333 29,211.54 30,380,000 $ 28,269.23 29,400,000 3,922,269.30 7,837,059,873 $ 3,795,744.48 310,084,833 July August Media Spend Monthly Impressions Media Spend Monthly Impressions 30,846.55 30,846,550 $ 30,846.55 30,846,550 3,836,633.66 7,750,000,000 $ 3,836,633.66 7,750,000,000 25,577.55 25,833,323 $ 25,577.55 25,833,323 29,211.54 30,380,000 $ 29,211.54 30,380,000 3,922,269.30 7,837,059,873 $ 3,922,269.30 7,837,059,873 November December Media Spend Monthly Impressions Media Spend Monthly Impressions 29,851.50 29,851,500 $ 30,846.55 30,846,550 $ 3,712,871.29 7,500,000,000 $ 3,836,633.66 7,750,000,000 $ 24,752.47 24,999,990 $ 25,577.55 25,833,323 $ 28,269.23 29,400,000 $ 29,211.54 30,380,000 $ 3,795,744.48 7,584,251,490 $ 3,922,269.30 7,837,059,873 $
Total Media Spend 363,193.25 45,420,791.71 301,155.03 957,384.66 128,549,213.17
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Other Sources: Diesel web site http://www.diesel.com/ The Driving Force behind Diesel http://www.businessweek.com/magazine/content/03_03/b3816135.htm The Pelican. Diesel Hotel http://www.pelicanhotel.com/
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Advertising Plan Proposal