Unversità Studi di Padova, a.a. 2008/2009, corso Marketing Avanzato, Prof. Bettiol. Marketing Project in colaboration with De Rigo S.p.A (eyewear). Collaborated with a six-member team to rebrand Italian fashion firm Police by DeRigo. Carried out brand analysis. Created: a 3D model for the retail and flagship stores, a guerrilla marketing action plan, an interactive contest, a Facebook page, and an intervention of corporate social responsibility. Produced a video showing interviews of consumers and a news report about the product. Awarded best creative proposal by Police by DeRigo brand management team.

2. Alessandra
Capelli

3. Cinzia
Lucato

4. Elisa
Nicoletto

5. Silvia
Zaramella

6. Matteo
Brotto

7. Marco Santo
Danesi

9. Witch’s€apprentice coming from the€
countryside.
She likes sunglasses and€mirror
lenses.€She loves POLICE€since the€
Gothic P€is really closed to her
appearence.
She carried out€an investigation to
analyse POLICE€brand€awareness
using her magic powers.

10. Young€but determined,€he describes
himself as a€cosmopolitan boy.
He is a€P.R.€He loves surfing€the€web€
and€chatting.
He would like to become a€model and€
he does€nothing€but€look€at€himself€
in€the€mirror.
He would like to collaborate€actively
with POLICE.

11. Kind and€sociable,€this shopkeeper really
inspires confidence.
After discovering POLICE€as a€lifestyle
brand,€he has decided to work€in€its new
flaghship store in€Milan.
Methodical and€neat,€he decided to adopt
his artistic style€to furnish his shop,€
together with many metropolitan
innovations.
He loves Arts and€he has decided to bring
some€pieces of Art€into his
flagshipstore.

12. PENE LOPE
She is a€dreamer and€she likes
fluttering all over the€world.
Stubborn as a€mule,
she decided to collaborate€to the€
creation of the€YouniCUBE (a€
foundation,€a€meeting€point for
the€aggregation of young people,€a€
breeding ground for artists).€

13. Our superheroes

14. analysis tools
Ali€di€pipistrello€€€€€€ S.W.O.T. Analysis
Zampette€di€ragno 89€questionari€cartacei
Occhi€di€salamandra 355€questionari€online
Branchie€di€tritone 29€questionari€ad€ottici
Coda€di€rospo Video€finale

15. Looking back at the analysis
WHAT€WE€HAVE€FOUND€OUT€ABOUT:
THE€TARGET
•Now:€25/30€€€€€€€€€€€€€€€€€€€€€€€€€€
male,€macho,€
metropolitan,€educated
• Our Suggestion:€€20/35€€€€€
unisex,€metropolitan,€
educated,€irriverent

16. Looking back at the analysis
WHAT€WE€HAVE€FOUND€OUT€ABOUT:
THE€BRAND
•No€distinctive products
•Increase brand€awareness
•Make the€brand€image younger
•Memorable product:€BLUE€MIRRORS
•Lifestyle
•Brand€quality :€price€

17. Our goal
Make people€aware of the€initiative
“BeYounique” and€interact through the€Web€2.0
POLICE€makes people€UNIQUE
POLICE€€highlights your YOUNIQUENESS€in€
standardized contexts,€where you are€
featureless and€indinstict in€the€crowd.

19. 3 steps with our superheroes
• Metropolitan,€fast€
1.€GUERRILLA€MKT actions that arise
curiosity towards the€
brand
TOGETHER€WITH….
• Proximity mkt
• Web€2.0€tools:€Blog,€
Facebook€POLICE€page,€
applications.

20. 3 steps with our superheroes
• Retail stores:€installations,€
2.€RETAIL€&€€€€€ corners,€mirrors
FLAGSHIP€STORE
• Flagship store:€
metropolitan and€educated
space with bistrot€area€and€
art€gallery

21. 3 steps with our superheroes
• Foundation,€gathering€and€
3.€YouniCUBE meeting€place€where€
everybody€can€show€their€
Youniquess
• Intervention€of€corporate€
social€responsibility€in€order€to€
increase€Police’s€goodwill

22. Our superheroes

24. Why guerrilla?
guerrilla?
Fast€actions that involve€the€
consumers and€make them
the€brand
Reminds of the€idea€of
YOUNIQUENESSE without showing
the€products
Striking actions that make the€
consumer€bear€in€mind the€claim

25. Jan€van Eyck
1390€- 1441
Keith€Haring
1958€- 1990
Osvaldo€Cavandoli€
1920€- 2007
Michelangelo€Pistoletto€
1933

26. Metropolitan mirror
landscapes
Mirror surfaces installations with
www.police-beyounique.com
Train
stations
Airports
Subways

27. Metropolitan mirror
landscapes

28. Metropolitan mirror
landscapes

29. Younique siLhouettes
•Installations€of€plastic€hollow€
silhouettes€with€
www.police-beyounique.com
printed€on€the€border.€
•People€can€interact with€the€
silhouettes€miming€the€pose.€
Squares
Concerts
Fairs

31. Why?
Why?
•People€become aware of their
YOUNIQUENESSE€by looking at€
BRAND€
one’s€own image reflected in€
the€mirror /€by playing with the€ AWARENESS
silhouettes in€a€crowded space
•People€are€invited to surf€the€
net€and€participate in€the€blog€ WORD€OF€
MOUTH
www.police-beyounique.com

32. (sexy) siLhouettes
November 2006
Milan
"L'idea€del€video€in€metropolitana€fa€
parte€di€un€progetto€più ampio.€
Stiamo€creando€- afferma€uno€degli€
organizzatori€- un€programma€
televisivo€di€ragazze€briose€che€
combinano€guai€in€giro€per€le€città.€
Invaderemo€le€strade€italiane€con€la€
nostra€comicità sexy".€"Guai€a€
chiamarle€'veline':€le€nostre€ragazze€
- conclude€- hanno€anche€un€
cervello.€Sono€le€pin€up€del€2000"

35. (famous) siLhouettes
(famous)

36. POETRY

37. HISTORY

38. MUSIC

39. MUSIC

40. TRAGEDY

41. MIME

42. COMMEDY

43. DANCE

44. ASTRONOMY

45. Proximity mkt
For both the€guerilla actions
a€bluetooth€message will be
sent€to mobile€phones,€pocket€
computers,€bluetooth€and€
wireless€devices.
“Are€YOUNIQUE?”

46. CRIME SCENE
E
E SCEN
CRIM S
OS
O T CR
DO N

48. New€York, 2012
Che€sta€
succedendo?
www.police-beyounique.com
Partecipa€anche€tu€e€compila€il€modulo€online
Sms
inoltrato…
Bella,€ giovane€ e€ in€ carriera€ ma€
ormai€ sfila€ solo€ sopra€ ad€ un€
manto€ di€ nuvole.€ Katerina
Gulp… Zaklova è definitivamente€
scomparsa€ dalle€ scene.€
Omicidio€ o€ suicidio?€ Aiuta€ il€
detective€ Sidmons a€ risolvere€ il€
caso€per€le€vie€di€NYC….

49. Storytelling autoriale

50. 1° step:€SMS€selection
-I potenziali concorrenti
lasciano il loro numero
nel punto vendita e su internet
-A una data ora di un
POLICE Crime Scene
POLICE Crime Scene dato giorno i concorrenti
C
====WELCOME====
===HAI VINTO===
Primo step superato. Sei tra i
DomandaCongratulazioni!
primi 200. N°1
“Qual è a giocare. indizio,
Continua la capitale
ricevono una domanda via
SMS
-Vengono selezionati i primi
200 100 50 25 5
INVIA SMS
dello stato ildomanda del
Per scoprire prossimo
rispondi alla di NY?”
1NUOVO
SMS
19 giugno alle ore 20
in base alla correttezza
della risposta e alla velocità
1NUOVO SMS
48100
a) New York City
RICEVUTO DA
INVIATO
RICEVUTO DA
b) Brooklyn
Police Crime Scene
c)Police Crime Scene
Albany

51. 2° step:€Fase€attiva

53. WEB 2.0 TOOLS1 a
step
www.police-beyounique.com
BLOG • Contest€A€(Guerrilla):€
people€upload€their
videos/photos with the€
mirrors &€the€silhouettes
• Contest€B€(Highlight Yourself):€
people€upload€files (photos,€
videos,€graphic arts,€short€
stories)€which narrate€their
The€winners will
YOUNIQUENESS
be awarded in€
future€events…

54. WEB 2.0 TOOLS1 B
step
POLICE€Facebook€Profile
Foto Pdf’s
Twitter
Music File€Sharing
Coupon Video
Link
Rss Feed Fbml
Slides Poll

55. POLICE€wall
Applications

56. Coupon

57. WEB 2.0 TOOLS2
step
APPLICATIONS€:€to increase visibility and€
interactivity towards a€two-way relationship
consumer/company
• Chat
• Phone and€
Internet-Call
• Direct Line to
the€company
•Web€site€€
mobile€version

58. WEB 2.0 TOOLS
APPLICATIONS€
to increase visibility and€interactivity
•Among consumers
•Between the€consumers and€the€company
mobility
involvement rapidity
interaction feedback

59. Our superheroes

62. Retail elements: mirror
elements:
Reminds€of€the€brand,€the€pay- off€
the€web€site,€and€the€guerrilla€mkt
younique.com
www.police-be

63. Retail elements: exhibitors
elements:
The€base€form€can€be€modified€to€
compose€different€kinds€of€
exhibitors€for€different€retails.
It€is€designed€with€a€light€but€
resistant€material€that€it€can€
support€the€product€without€
occupying€too€much€space.€

64. Exhibitors employment
Designed€with€a€ The€construction€ The€horizontal€
series€of€ can€have€a€ construction€can€
shelves€where€ smaller€ be€ideated€
the€product€ dimension€and€it€ without€any€
can€be€ can€be€made€ shelf.
collocated. horizontally.
Products€can€be€
Built€vertically€ This€is€functional€ put€on€the€flat€
in€order€to€take€ for€the€retailer€ basis€on€the€
up€the€smallest€ and€can€be€put€on€ skyscraper€as€a€
space€possible. every€surface. peak.

66. THE POLICE TARGET
METROPOLITAN ARCHITECTURE
360° ARTS
EDUCATED MUSIC

67. FLAGSHIP STORE:
• ideal€world€of€brand’s€values
• describes€€strongly€and€€€€€€€€€€€€€
clearly€the€brand€identity

68. Key ideas
•Metropolitan€culture
•High€quality€brand
•Lifestyle
•Experiential€purchase
•Interaction
B€to C
Technology
C€to C

69. Internal structure
SIX€CORNERS€ Blue
Police€
Sliding
Street
Red€brick
Technology
Mirrors
one for every Police€product category Logo
doors
lamps
wall

70. Internal structure
ART€GALLERY BISTROT
• videos • cafè français
• paintings • meeting€point
• sculptures • socializing
space
• OPENING€HOURS€09:00€– 00:00
• MIXTURE€OF€ART€AND€POLICE€PRODUCTS
• WORKS€FROM€“YOUniCUBE”

71. Flagship store: overview
store:

72. Flagship store: overview
store:

73. Flagship store: overview
store:

74. Flagship store: products area
store:

75. Flagship store: bistrot
store:

76. Flagship store: bistrot
store:

92. Flagship store: materials
store:

93. Eyewear police corner
More€info€at:
hea
d€ m
oun
http://www.youtube.com/watch?v=J ted
d3-eiid- €se
nso
Uw&feature=player_embedded r €ba
r
Content€of€
installations:€
•3D€short€films “The€display€properly€reacts€to€head€
•Video€art and€body€movement€as€if€it€were€a€
real€window€creating€a€realistic€illusion€
•3D€Graphic€art of€depth€and€space.”
(Johnny€Chung€Lee)

94. Accessories police corner
More€info:
http://www.youtube.com/watch
?v=0awjPUkBXOU&feature=player
_embedded
“you€can€use€the€infrared€camera€
in€the€Wii remote€to€track€objects,€
like€your€fingers,€in€2D€space.€This€ Start€up€and€
lets€you€interact€with€your€ costumize Police€
computer€simply€by€waving€your€
hands€in€the€air€similar€to€the€ Products
interaction€seen€in€the€movie€ POLICE€
"Minority€Report".€ LIMITED€EDITION
(Johnny€Chung€Lee)

95. Minority report

96. Apparel police corner

97. invitations
Before every new
exhibition an invitation
will be given to every
customer.
On€the€DVD€you can€find:
• the€POLICE€catalogue
• the€list of the€artits
and€their works
• list of the€next
exhibitions

99. Flagship Stores locator
FLAGSHIP€STORES
Milan
New€York
London
Berlin
Barcellona
Helsinki
Shanghai
Dubai
Tokyo

100. Our superheroes

102. ®
®

103. social responsibility
Source:€“Gli interventi nel sociale” by€Giovanna€Gadotti (in€“La€comunicazione d’impresa”,€Sperling &€Kupfer Ed.,€2003)
«Le€imprese€con€più alti€valori€di€sostenibilità sono,€allo€stesso€tempo,€
eccellenti€economicamente€e€mediamente€migliori€della€concorrenza»
(Dow Jones€Sustainability Index)
Responsabilità filantropica A)€Corporate€issue
(be a€good corporate€citizen) Promotion
B)€Good corporate€
Responsabilità etica Citizenship
(be ethical)
C) Revenue-producing
transaction
Responsabilità legale
(obey the€law)
Responsabilità economica
(be profitable)

104. Cause related marketing
Source:€“Gli interventi nel sociale” by€Giovanna€Gadotti (in€“La€comunicazione d’impresa”,€Sperling &€Kupfer Ed.,€2003)
CRM «processo€di€formulazione€e€implementazione€
di€attività di€marketing,€caratterizzato€da€
un’offerta€dell’azienda€di€contribuire€con€un€
ammontare€specifico€ad€una€data€causa,€
quando€il€consumatore€è coinvolto€in€scambi€
remunerativi€che€soddisfano€obiettivi€sia€
dell’impresa€che€individuali»
Stategic alliance with a€ Direct approach to
no-profit organization the€social€cause
Prerequisites: • Top€management€must€be€convinced€and€highly€involved
• Members€of€the€staff€and€employers€have€to€give€their€consent

106. The metropolis behind
New york city

107. The metropolis behind
New york city

108. The metropolis behind
dubai

109. The metropolis behind
dubai

110. The metropolis behind
Hong kong

111. The metropolis behind
Hong kong

112. The metropolis behind
Cairo city

113. The metropolis behind
Cairo city

114. The metropolis behind
milano

115. The metropolis behind
milano

117. Inspired by...
by...
LA€FABBRICA€DEL€VAPORE
Funded€by€Comune di Milano,€Tempo€Libero
sector,€who€leads€240€mq hosting€
exhibitions,€theatre€and€dance€shows,€
workshop€and€lectures.
PARTNER
• Cultural€associations
The€ foundation€ could€ economically€ support€
• S.r.l.€(show€Biz€– Studio€Azzurro)
the€ association,€ while€ providing€ awareness€
• Companies€that€lead€artistic€projects
and€making€word€of€mouth.

118. facilities
• Music€(music€room,€
studios) • Catering€(multiethnic€
restaurants)
• Design/graphics€
(labs€and€workshops) • Retail€(books,€DVDs€of€
people€working€there)
• Visual€arts,€
photography, • Infirmary,€ticket€
new€media office,€cleaning€
service
• Theatre/dance/
cinema

119. Younicube
WHAT :€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€
A€corporate€foundation against urban and€
social€decay of the€suburbs that collaborates
with existing no-profit€associations in€
metropolitan contexts.
WHY :€€give POLICE€a€social€profile like many
other companies do€
ex.€Fondazione€Accenture,€Fondazione€Vodafone,€Fondazione€
Adecco€per€le€Pari€Opportunità,€Fondazione€Trussardi,€UNIDEA€
Unicredit€Foundation

120. Younicube

121. Younicube
MISSION :€
• showing the€two faces of the€metropolis
• getting rid of the€stereotype of the€sparkling icon
• becoming aware of the€problems connected with the€€
suburbs
POLICE :
• “l’etica€e€l’utile€convivono€nelle€strategie€aziendali€senza€
pericolose€contaminazioni” Caldani€e€Brioschi,€1997
• “una€realtà che€vede€l’impresa€comunicare€la€propria€
assunzione€di€responsabilità sociale€al€fine€di€riscuotere€la€
fiducia€e€il€goodwill del€pubblico” Giovanna€Gadotti,€2003
Source:€“Gli interventi nel sociale” by€Giovanna€Gadotti (in€“La€comunicazione d’impresa”,€Sperling &€Kupfer Ed.,€2003)

122. Younicube : what’s in?
what’s
AREAS:€
• Music Room with instruments
• Recording room
• All-purpose room
ACTIVITIES:€
• urban architecture SOCIAL€
workshop REDEVELOPMENT€
• Graffiti€workshop
OF€€URBAN€AREAS
• Graphics workshop
• Contact and€collaboration
with companies

124. Areaodeon: who
Areaodeon:
• Collective€ urban€ area€ producing€ and€
developing€ innovative€ artistic€ projects€ to€
re-qualify€ and€ re-vitalize€ public€ spaces€ in€
decay.
www.areaodeon.it

125. Areaodeon’s people
Areaodeon’s
• Collaboration€ with€ human€ resources€ and€
economic,€productive,€educational€actors.
• Young€ people€ aged€ 18-30€ coordinated€ by€€
experts€ in€ arts€ (architects,€ ex-professors,€
volunteers,€students)
Everything€is€made€by€
“any€brave€artist€who€wants€to€freely€
confront€him/herself€with€contemporary€
society..”
(MySpace€quote)

126. Police’s role
Police’s
ACTIVITIES€
workshops€on€visual€arts,€new€media
film€festivals€(ex:€“La€Ciotat” )
theatre€performances€
artistic€interactive€installations
video-photography€exhibitions
SUGGESTION
Our€foundation€could€
financially€€support€the€
association,€while€providing€
awareness€and€making€word€
of€mouth.

127. Area odeon + Younicube

128. Kollatino underground
Cultural€ association€ born€ in€ VI€ Municipio,€ Rome,€ in€
2001,€and€run€by€students€and€volunteers.
Its€ aim€ is€ to€ regain€ a€ public€ space€ to€ serve€ as€ a€
cultural€ centre,€ where€ artistic€ expression€ of€ young€
people€are€dreams€that€can€become€true.
www.kollatinounderground.org

129. Police’s role
Police’s
ACTIVITIES
Drama,€photography,€artisan€lab€lessons
Work€ in€ progress:€ music€ room run€ by€ a€
partner€ called€ ecletticalab,€ which€ entertains€ the€
kollatino’s events€ with€ performances€ live€ (rock,€
blues,€jazz)€and€dj-sets€(techno,€electronic)
SUGGESTION
Our€foundation€could€be€a€supporter€of€the€
musical€initiatives€by€providing€a€free€music€
room€with€instruments€and€mixer.

131. YOutube and iTunes
YOUniCUBE Channel Upload€of the€songs
Video€streaming€of by YouniCUBE artists
performances and€ € 1,00€per€song
ads

132. In-store music promotion
In-store

133. Police music tower

134. Police key

135. In-store Art promotion
In-store
Art gallery from the cube

136. On-line auction
On-line

137. On-line auction
On-line

138. How do we manage profit
MUSIC WORKS€OF€ART $$$
60% to the€
40% to the€artist sponsored
association
Goodwill

139. Visit us for more information at
www.younicube.com