Brief Title: Ted Baker
The Brief:
When opening a new location in another
country, it’s not easy for a brand like Ted
to translate its unique cultural flavour.
It’s your job to bring its British sense of
humour and unique approach to fashion
to another country – which country is up
to you.
Your campaign will need to activate
potential shoppers to visit Ted Baker
stores and Ted Baker online; interact
with the brand; and most importantly, to
shop and share.
____________________________________
Background:
Ted baker offers must-have designs
Full of attention to detail and quality
Fabrics. These designs have created
strong brand awareness amongst loyal
Customers, keeping them engaged with
Ted through inventive word of mouth.
Always inclusive and never a snob.
Ted Baker always brings a unique
Hallmark to each season – using
Distinctive twists, subverting trends,
And most of all, never taking itself too
Seriously.
Target Audience:
Confident, down to earth and stylish
25-35 year Old’s that are young at heart.
Tone of Voice:
Humorous, light hearted, never taking
itself to seriously, Informative, Persuasive.
Mandatory Requirements:
Ted Baker are looking for an integrated
campaign, working across at least
three different media.
All work must be submitted in English,
whichever country you choose to take
Ted to.
Deliverables:
Main deliverable: Upload a presentation
film of your work (max. 2 mins) or up to
eight images showing your solution.
Optional supporting material for
presentation film: Up to four images;
interactive work (websites, widgets,
apps, HTML, etc.); physical material
(prototypes, mockups, etc.); supporting
information (up to 400 characters).
Optional supporting material for images:
Interactive work (websites, widgets,
apps, HTML, etc.); physical material
(prototypes, mockups, etc.); supporting
information (up to 400 characters).
Keep any text on images to a minimum;
supporting information can be entered
online.
For full format specs and guidance, see
‘Formatting Your Entries’ on the next
page. Work in formats other than those
outlined will not be accepted.
Breakdown:
What is the problem?
1. To translate a unique cultural flavour
2. Bringing across a British sense of humour and British sense of style to another country
3. How to activate potential shoppers to visit Ted Baker stores
4. Creating a shop and share 'buzz' and spreading Ted Baker by word of mouth methods - come up with an idea that will get people talking
5. Appealing to stylish and confident individuals without coming across as snobbish or pigeonholing customers
We intend to:
Promote, persuade and inform in a light-hearted tone of voice
To a group of:
Confidence, down to earth, stylish individuals aged between 25 and 30 that are young at heart
In order to achieve this we will produce:
POS, in-store visuals, sales, social media, advertising, layout, web, mail outs - promoting through word of mouth - INTERACTIVE CONCEPTS
This will be produced using:
- Foiling for a high quality finish that reflects attention to detail
- Screen print which shows attention to detail and inclusivity
- Textiles and crafts
- Binding and layout for publication and promotion
STORE LOCATION:
USA - NEW YORK
Why?
After extensive research, we feel that basing Ted Baker’s new store in the USA would be most effective and worthwhile. This is because we see Ted Baker working very well in New York as it suits our target audience and reflects ideology and references from main focus point of research such as Gossip Girl Series. The young working generation would be ideal and New York is open to unique senses of style. We feel that the other New York based Ted stores are situated in Bloomingdales, but the store that we feel would work best would be based as a separate store in Soho and / or 5th Ave.
IN EVERY STORE THERE IS A SET THEME:
- 4 different shops; Country pub, Apothecary, Butchers & Tea Shop
- Grooming Room for men & Beauty shop for women
- 1950’s communication
- Music, magic and movies
- Theatre
- English Country Garden / English Rose
- Idea of moving home and unpacking
- Grand House (Manor House)
- London Town House
- Analogue to Digital
- Old meets you
- Building Materials / Surfaces
- Wildlife and Nature
- Nautical Sea theme
Word of Mouth Tactics:
- Incentives
- Phone box idea – Go to phone box in store and call ‘Ted’ to hear about the holiday and collect personal code.
- Be welcoming atmosphere
- Rewards
- Collective Aspects
- Basic : Flyers / Posters
IDEA ONE – VACATION (Pack Up) (Travel) (Break)
MR and Mrs Ted on Holiday:
- New York citizens going on a British holiday – Mr and Mrs Ted Baker offering a personal insight and experience via the use of a ‘vacation’
- Ted stating “come into my store”
- Journey of discovery – integrated tour into British culture and lifestyle
- The British Vacation – clash and contrast between the two
- Integrated tour allows the customer to become more connected to Ted
- All about experiences
- Maintain class whilst mixing humour
- Don’t want to push beach theme, more about idea of a holiday/vacation, a journey, exploration, discovery
Possible products
- Audio – use of British sounds – seagulls, the sea, the fairground
- Offering of sweets in jars, ice cream stall, tea flasks
- Deckchairs in the changing rooms
- Beach huts as changing rooms
- Idea of a calling card which can be used within a British phone box within store which offers customers the change to collect points and call up and gain loyalties
- Postcards, letters, phoning home
- Converting of money as a way to gain loyalties and gifts
- Wrapping up items that you bought in style of presents to send to family at home
- Receipts stamped – ink, in the style of passports
- Picnics – how could this be integrated?
Expansion of ideas
- Split the shop into man and woman – the experience of both, what would they do differently.
- Have Picnic baskets stacked up and displayed?
- Fish and Chips?
· REMEMBER DON’T GO TOO TACKY
· Spread by word of mouth; if you get your friends to sign up then you get an award.
· Open launch Event
* Keep British Humour
Other Ideas:
Using British Seasons:
- Spring
- Summer
- Winter
- Autumn
Using British Coins
Using British Food
Using British Icons?
Using British Weather
British Landscape
British Animals
* Every TED BAKER Store has:
A welcoming environment
An intriguing layout / structure / form and theme
Inonotive ideas
An element of luxury
Stylish Qualities
High High Quality
No Ordinary Marketing
Ted believes in talking directly with his customers,
and engaging them with the brand in non-traditional ways,
using our unique tone of voice to articulate ourselves in a
memorable fashion.
Ted Baker has never advertised in the traditional sense.
Rather, we create high impact, non-traditional
window schemes, as well as events, experiences and
contemporary digital media which are designed to
capture customers’ attention and offer them
something out of the ordinary.
For Spring/Summer 12, our campaign (entitled
‘The Great Exhibitionist’) connected a mini lookbook
as a gift with purchase, a window scheme and an
innovative social media activity (Ted’s Drawing Room),
which gave customers the chance to win a bespoke fashion
portrait of themselves by a top illustrator.
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