WKS 4 • Branding through Design
Set the Stage MDF Italia Project Leader Caroline Frasier Project Assistant Georgia Spanou Business Doctor Elena Sisti Group E Prateek Batra Nadine Kanafani Andrea Necas
OUTLINE
Research & Analysis
Proposal
Strategy & Development
Benefits
RESEARCH & ANALYSIS
MDF Italia - Brand Essence connecting objects in neutrality strong intention not to invade space intense search for simplicity
MDF Italia - Target Consumer The Connoisseur MDF Italia’s consumer is a connoisseur. He understands the products and appreciates them. He belongs to the niche population who recognizes the company for its true essence.
Consumer Journey
Consumer Journey
Consumer Journey
Consumer Journey
MDF Italia seems to rely mostly on its physical stores as a point of communication with its consumers
The Problem
MDF Italia needs to create an intermediary link between the consumer and the stores
?
The Solution A New Communication and Distribution Strategy Using unconventional advertising in the form of a pop-up store to bring out MDF Italia’s products as furniture that does not invade its surrounding but adapts and alters according to the setting it is placed in.
The Solution
Why?
Exposure / Visibility Creating a buzz / Word of mouth Building awareness Engaging the consumer
Interactive Technology Mobile Applications Social Media
The Trends
Other brands who have done it
Airwalk Interactive Mobile App
Samsung Simple Uninvasive
Lacoste Pop-up shop
Pop-up Stores
THE PROPOSAL
MDF ITALIA Bubble Stations
Set the Stage An interactive popup store that allows people to experience the essence of MDF Italia and to share this experience using online platforms
MDF ITALIA Bubble Stations
• Less Structured • Less Confined • Pop-up/More playful
STRATEGY & DEVELOPMENT
The Cities Milan
Paris
Zurich
Cologne
Brussels
The Timeline
Milan Design Week April 2014
The Timeline
Milan Design Week April 2014
Zurich July 2014
The Timeline
Milan Design Week April 2014
• Biggest city in CH (+385k) • Strong purchase power
Zurich July 2014
The Timeline
Milan Design Week April 2014
• Biggest city in CH (+385k) • Strong purchase power
Zurich July 2014
Paris September 2014
The Timeline
Milan Design Week April 2014
• Biggest city in CH (+385k) • Strong purchase power
Zurich July 2014
+2.35’ inhabitants Maison & Objet Fair (+ 111k visitors)
Paris September 2014
The Timeline
Milan Design Week April 2014
• Biggest city in CH (+385k) • Strong purchase power
+2.35’ inhabitants Maison & Objet Fair (+ 111k visitors)
Zurich July 2014
Paris September 2014
Cologne IMM January 2015
The Timeline
Milan Design Week April 2014
• Biggest city in CH (+385k) • Strong purchase power
+2.35’ inhabitants Maison & Objet Fair (+ 111k visitors)
Zurich July 2014
Paris September 2014
Cologne IMM January 2015
1,250 companies from more than 50 countries, 142,000 visitors
The Timeline
• Biggest city in CH (+385k) • Strong purchase power
Milan Design Week April 2014
+2.35’ inhabitants Maison & Objet Fair (+ 111k visitors)
Zurich July 2014
Brussels March 2015
Paris September 2014
Cologne IMM January 2015
1,250 companies from more than 50 countries, 142,000 visitors
The Timeline
• Biggest city in CH (+385k) • Strong purchase power
Milan Design Week April 2014
+2.35’ inhabitants Maison & Objet Fair (+ 111k visitors)
Zurich July 2014
Brussels March 2015
One of the fastests growing markets in Europe
Paris September 2014
Cologne IMM January 2015
1,250 companies from more than 50 countries, 142,000 visitors
The Timeline
• Biggest city in CH (+385k) • Strong purchase power
Milan Design Week April 2014
Contest
+2.35’ inhabitants Maison & Objet Fair (+ 111k visitors)
Zurich July 2014
Brussels March 2015
One of the fastests growing markets in Europe
Paris September 2014
Cologne IMM January 2015
1,250 companies from more than 50 countries, 142,000 visitors
The Launch When? Milano Design Week
Where? Zona Tortona
What?
• World’s most important furniture fair • Attracts over 300,000 visitors each year (around half of them foreigners)
• Over 110,000 visitors in 2013 • 100 mq open space • Rent: 900 euros per day
• 1 bubble station • 1 week
The Launch
How?
Outsourcing with Fuori Salone
in 2012
• Press releases to promote & communicate • Guide (mobile app/ printed) • Website/ blog
Spreading the word further
Stickers
Filling the streets with bubbles
How it works after the launch EACH CITY 2 bubble stations 2 weeks an interactive projection
How it works inside
Change the mood
Download e-books
Learn more about the products
Play some music
Share your experience
Visit the website
Change the mood
Learn more about the products
Pre-order it! Check out more products
Contact us MATE 2012 Better comfort for Mate 2012, a system of sofas and sectionals. With a frame in solid wood and elastic belts and a filling in indeformable variable-density polyether and down, or in polyester wadding. The new top stitched seam highlights the arms in the end, corner and special units. Available also the new version Mate Bi-Colour with a two-colour upholstery in five colour options.
Learn more about the products
The Website
The Website
The facebook contest
The facebook contest
The winner is the concept with the more likes
The New Consumer Journey Showroom/ Retailer Consumer
Interactive pop-up store
Catalogue/ Website
Cost structure
28%
31%
Application Development & Social Media Manager
Location Rent
2%
Transportation Costs
24% Communication (Agencies, Designers, PR)
15%
Production & Installation of the bubbles
THE BENEFITS
The Benefits Outcome
STRENGTHENING BRAND AWARENESS GETTING IN TOUCH DIRECTLY WITH THE CONSUMER AND ALLOWING HIM TO INTERACT WITH THE BRAND CREATING A NEW DISTRIBUTION CHANNEL CREATING AN MDF ITALIA EXPERIENCE CREATING EXPOSURE AND VISIBILITY ONLINE AND OFFLINE
THANK YOU