Atma Elegance
Promotional Campaign
CĂŠline Roels
w11006723
“
Enjoy both worlds. Don’t be afraid to double play.
“
Contents
Content
Page #
The Who
6
The Where
8
The When
12
The WOW Promotional Film
14
16
Online Presence
20
APP
24
Press
26
Produced Outcomes
30
5.
The Who
Goal 째 To visually educate women and emphasise that an athletic build can belong in the luxury industry.
Atma Elegance is a motivational campaign to visually inform girls and women, of a new fashion ideal: female athletic beauty. It will explore female athletic beauties and their physical yet graceful attributes within the luxury industry. Showcasing, that having muscles can be luxurious.
7.
The Where
Goal 째 The Atma Elegance campaign hopes to have reached recognition nationally within 1 year of starting.
Sponsor The Atma Elegance campaign is sponsored by the American elite sportswear brand Lululemon Atletica. They will be funding the campaign as they are trying to expand their brand awareness and bring it over seas to the UK. For all visual and written content produced, their authentic ‘A’ logo with the message ‘sponsored by’ or ‘brought to you by’ will be placed in the bottom right hand corner. This will subtly inform the viewer of their sponsorship within this campaign, without distracting them of the main purpose. To, encourage an athletic build as an acceptable and fashionable body ideal.
9.
Location The campaign will be based in the vibrant city, London, where a crew has been selected to help achieve the visual outcomes of Atma Elegance. Here it will evolve from concept to reality. So, that by the time we have reached London Fashion Week and Graduate Fashion Week in June, the Atma Elegance Campaign will have peaked. During this peak we aim to collaborate with All Walks Beyond The Catwalk. Their contacts and connections will be able to bring a widespread of responses and viewership to this campaign. In return they will be able to promote this new trend through their ‘Diversity Now!’ brief and help us showcase this work during both of these events.
11.
The When
Goal 째 To exhibit the Atma Elegance campaign during Graduate Fashion Week and to create a closing event.
The Atma Elegance team will start planning and finalising the campaign procedures towards the beginning of June 2015. This will give the campaign just over 12months to produce visuals, accomplish viewer interaction and arrange the closing event / exhibition. The closing function will take place after Graduate Fashion week has passed, towards mid June 2016. (Start: January 2015 End: June 2016)
13.
The WOW
Definitions 째 Owned Media: Outputs produced by either Lululemon Atletica or the Atma Elegance team.
째 Earned Media: Views produced by fans, bloggers, partakers or word of mouth.
째 Paid Media: Outcomes and materials funded by Lululemon Atletica or additional sponsors.
15.
1. Promotional Film (Owned Media) Goal ° To create a short introduction of the battle of Fashion vs. Sport in today’s society.
What is the platform? The Atma Elegance promotional film will be broadcasted on various social media websites. The first site is Vimeo. Even though it has a smaller viewership compared to You-tube, it targets numerous creative industries and professionals. Vimeo’s level of quality is able to make the moving visuals self explanatory instead of over-promoting the campaign screenplay. This is important as Atma Elegance is trying to approach a serious athletic yet fashion conscious audience. Examples of users are as followed: Chanel, Luxure Magazine, Fashion TV, Dries van Noten and Nike.
17.
This stop motion film will also be displayed on Lululemon Atletica’s web-page as well as the interlinking blog page. This will reinforce them as a sponsor towards the campaign’s target audience and exemplify their contribution within this project. Another reason for using Lululemon’s web-page and using the blog as an interlinking component is to increase awareness around female athletic beauty. Their target audience is described as the “active, young-thinking woman”; this established target market will make it easier to launch Atma Elegance as it already has an audience platform to approach.
What is the mood created? The promotional film will convey society’s struggle between equalising fashion and sport in a humorous way. This short film will have an upbeat and pop approach to this issue.
19.
2. Online Presence Goal 째 To achieve, widespread campaign acknowledgements and viewer interaction.
Facebook (Owned Media) Even though the means of Facebook are being exhausted, it is still considered a viable platform for the commencing Atma Elegance Campaign. It is a location where people can acquire information about the campaign as well as convey their own commentaries instantaneously. This will create a vast social impact as it facilitates and exchanges interactions among people. Therefore contributing to the globalisation of these communication movements. This Facebook page will also display additional channels where Atma Elegance is found.
21.
Website (Paid Media) The Atma Elegance campaign will have a website which will allow the campaign to engage with audiences across the world. This will make sure strong campaign awareness is build. Through the website, viewers will be able to connect with other members through the inter-linked blog page and online sites such as Vimeo and Facebook. The website is of great importance as it will showcase the campaign development but also any small collaborations made with various brands throughout.
Blog (Paid Media) The Atma Elegance Blog will be a sub-section from Lululemon Atletica’s website and the Campaign’s site. It will be an independent page, not branded by Lululemon, bringing continuous materials in regards to the campaign. On this blog viewers can interact with one another and share their love for the Atma Elegance campaign. Inputs can vary from written to visual elements. All these contributions are made for people to get inspired. For motivation to drive through them, and produce ideas that pushes the boundary further around the theme of luxurious muscles.
23.
APP (Paid Media) The art of the polaroid photograph will be used as a promotional element within the campaign. It is there to capture the moment and create a memory in a fun and enticing way. The polaroid APP is aimed to target the younger audience of the spectrum. So, 16-25 year old. This mobile and android APP will showcase the visuals produced by the partakers of this campaign and emphasize their approval of the arising trend of female athletic beauty and muscularity. Atma Elegance hopes to achieve worldwide involvement of girls and women portraying their opinion and insights on elegant muscles. The campaign hopes to inspire females from the sport and fashion industry, clarifying that a powerful physique does not make you an outsider, that the combination of muscles and fashion is an approachable notion.
25.
3. Press Goal To create media exposure, qualified traffic, reach out to influential partakers and provide key search engine exposures.
For Campaign and Closing Event Press releases (Owned Media) A press release for both the start of the campaign and the closing event will be written by the in-house PR team of Atma Elegance. This newsworthy article will hopefully improve the campaign’s image and help drive interest. It will also expand the public’s knowledge and create a viral buzz. These two press releases will be published in both print and online media. Print media will involve newspapers, while online media will entail All Walks website.
27.
Interviews (Earned Media) In order to inform and excite our target audience, interviews will be held throughout the campaign. People interviewed will be for example; the founders family, models participating in this campaign, fashion houses or brands supporting this new ideal or even bloggers and fans that have made a remarkable contribution. Key statements from these interviews will be placed on Facebook and the blog page, while complete content can be retrieved from the campaign website. The interviews will also be filmed, as individual video logs, which will later on be transformed in a campaign documentary. This will depict the public’s’ opinion and enthusiasm towards this project.
Articles (Earned Media) Articles, also recognised as blog posts and journalistic reviews will give an impartial view before, during and after the campaign. It voices current thoughts and attitudes towards Atma Elegance, which will help Atma Elegance further develop. Such written content will be accessible through both printed and online media, but with a greater emphasis on virtual mediums.
29.
4. Produced Outcomes Goal To
conclude
the
Atma
Elegance
campaign
through
various
documentations; utilising moving image, printed visuals and written content.
Film As previously described, one of the final outcomes of this campaign will be a short promotional film. Keeping this film on record, will be a clear indication of the struggles faced in today’s society, in comparison to any future developments
31.
Documentary As with any event, documenting progress and execution is important. The Atma Elegance documentary will provide the necessary materials to analyse the campaign and how any future improvements could be applied. The documentary will also be an important aspect to distribute to those that collaborated in this campaign, highlighting not only their involvement but also those of others. Signifying that this was a notable cause.
Campaign Corporate Handbook The campaign etiquette will be a compiled handbook, displaying all visual and written content produced through the run of this campaign. This guidebook will be of importance when wanting to resume this movement, as it portrays previous collaborations and interests towards this matter.
Cover of the Campaign Corporate Handbook 33.
Polaroids Conjointly to the Polaroid APP, actual Polaroids will be making their journey throughout the campaign. It will display behind the scenes footage from during photo shoots, actual campaign visuals, collaborations, and printed versions of the audiences’ virtual Polaroid. These Polaroids will be placed against the wall at Graduate Fashion Week so that visitors can see the range of viewer interaction. At the Graduate Fashion Week event there will be a polaroid photo-booth so that those who did not have the APP can get a picture taken, printed and exhibited as part of the campaign.
CONCEPT
REALISATION
AND PROMOTION
To produce a fina outcome of the Atma Elegance Campaign A polaroid representation o the campaign
All images photographed, styled and edited by CĂŠline Roels
Closing event Towards the end of the Atma Elegance campaign, a closing event will be planned to summarise the journey it has taken. During this event, all materials produced, earned, paid and owned outcomes will be on display. This closing event will take form of an exhibition meets art opening, where invitees can wonder through the space while receiving appetisers and beverages. During this occasion, both key people from the Sports industry as well as the Fashion world will be invited, reviewing the progress Atma Elegance has made. A fundamental element used during this exposition, is the polaroid photo-booth, where essential instigators from sport and fashion are able to place themselves within the campaign, showing their final commitment and support.
35.