D I G I T A L C A M P A I G N - 2 0 1 6
T H E T E A M
Bernard Vong
Head of marketing
Justine Peyrot
Strategic planner
Pierre Le Vaillant
Art director
Loic Devilli...
M O N T B L A N C , 1 1 0 Y E A R S O F …
Elegance
Tradition
Luxury
Expertise
Storytelling
M O O D B O A R D
How to upgrade instead of cursive writing
in a hyper-connected world?
T A R G E T S
The
passionate
Living in France, he is interested
by Montblanc’s pens and loves
stories linked to each feath...
T H E B R A N D C O M M U N I C A T I O N
Elegance, sobriety, egery
B E N C H M A R K
S.T Dupont
STRENGTH
Original campaigns with movies and
events.
WEAKNESS
The message « Be exceptionnal »
...
T H E B R I E F
At the time where we call in question the importance of cursive writing, Montblanc takes
the reverse side ...
T H E P R O B L E M A T I C
How to revalue the place of the cursive writing
in a hyperconnected world ?
S W O T
Recognized expertise and leadership
S T R E N G T H
Handwriting is unexploited in the digital world
O P P O R T U ...
O U R C O N C E P T
Times change, the art of writing remain.
O B S E R V A T I O N
The handwriting turns out to be less and less used by the men.
The new generation born with the digi...
M E A N S
How to upgrade instead of cursive writing
in a hyper-connected world?
Use expertise and products of Montblanc to...
P L A N N I N G
Street marketing
Buzz (after street marketing)
TV spot
Print
Social medias
A digital experience
Places ven...
S T R E E T M A R K E T I N G
P O S T E R I N T E N T I O N
T V S P O T : I N T E N T D R A W I N G S & S Y N O P S I S
The spot features the various Montblanc writing instruments th...
T V S P O T : M O O D B O A R D V I D E O
U S E R J O U R N E Y
Print campaign
8:30am
G O I N G T O W O R K
TV Spot on Social Medias
1:00pm
L U N C H B R E A K
Stre...
K P I s
Event statistics
Users age, number of use of feather pen / digital pen
Number of views, likes, retweets, shares,
p...
Thank you.
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Communication 360° for Montblanc

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At the time where we call in question the importance of cursive writing, Montblanc takes the reverse side of ‘digital everywhere’ and launch a new campaign for revalue the importance of cursive writing in a hyperconnected world.
Paradoxically the brand chooses the digital support as the main support of his campaign. Like a taunt at the constant opposition between writing and digital.

Publié dans : Technologie
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Communication 360° for Montblanc

  1. 1. D I G I T A L C A M P A I G N - 2 0 1 6
  2. 2. T H E T E A M Bernard Vong Head of marketing Justine Peyrot Strategic planner Pierre Le Vaillant Art director Loic Devillierre Marketing manager Juliette Chérain Project manager
  3. 3. M O N T B L A N C , 1 1 0 Y E A R S O F … Elegance Tradition Luxury Expertise Storytelling
  4. 4. M O O D B O A R D How to upgrade instead of cursive writing in a hyper-connected world?
  5. 5. T A R G E T S The passionate Living in France, he is interested by Montblanc’s pens and loves stories linked to each feather pen. The man is between 40 and 60 years old. Furthermore, he loves vintages products. The young active person He is between 25 and 35 years old, and lives in London. At his workplace, he often writes with a feather pen, but he uses his Montblanc pen only for special occasions. Moreover, he is well equipped in new technology.
  6. 6. T H E B R A N D C O M M U N I C A T I O N Elegance, sobriety, egery
  7. 7. B E N C H M A R K S.T Dupont STRENGTH Original campaigns with movies and events. WEAKNESS The message « Be exceptionnal » doesn’t reflect the identity of the brand. Montegrappa STRENGTH Montegrappa begins to show up innovation. WEAKNESS No communication on social networks
  8. 8. T H E B R I E F At the time where we call in question the importance of cursive writing, Montblanc takes the reverse side of ‘digital everywhere’ and launch a new campaign for revalue the importance of cursive writing in a hyperconnected world. Paradoxically the brand chooses the digital support as the main support of his campaign. Like a taunt at the constant opposition between writing and digital.
  9. 9. T H E P R O B L E M A T I C How to revalue the place of the cursive writing in a hyperconnected world ?
  10. 10. S W O T Recognized expertise and leadership S T R E N G T H Handwriting is unexploited in the digital world O P P O R T U N I T Y Competitors position on the digital market T H R E AT Awareness gap among youth W E A K N E S S
  11. 11. O U R C O N C E P T Times change, the art of writing remain.
  12. 12. O B S E R V A T I O N The handwriting turns out to be less and less used by the men. The new generation born with the digital and tend to abandon handwriting. O U R R O L E We must show that the art of writing persist through usages.
  13. 13. M E A N S How to upgrade instead of cursive writing in a hyper-connected world? Use expertise and products of Montblanc to show that the handwriting isn’t incompatible with the digital. - Street marketing - Print - TV spot N O T O R I E T Y C A M P A I G N
  14. 14. P L A N N I N G Street marketing Buzz (after street marketing) TV spot Print Social medias A digital experience Places vendôme, Paris Oxford street, London Department stores Global touchpoints Television Magazine Street P H A S E 1 P H A S E 2 P H A S E 3
  15. 15. S T R E E T M A R K E T I N G
  16. 16. P O S T E R I N T E N T I O N
  17. 17. T V S P O T : I N T E N T D R A W I N G S & S Y N O P S I S The spot features the various Montblanc writing instruments through the ages and generations. We see man and woman use the feather pen then the digital pen in different situations of the life, always emphasizing cursive writing. The purpose of the spot is to show that the instruments change trough the ages, but Montblanc can adapt his offer. At the end of the spot , the brand slogan appears : “Times change, the art of writing remain” S Y N O P S I S
  18. 18. T V S P O T : M O O D B O A R D V I D E O
  19. 19. U S E R J O U R N E Y Print campaign 8:30am G O I N G T O W O R K TV Spot on Social Medias 1:00pm L U N C H B R E A K Street marketing / event 6:30pm B A C K H O M E Advertising on TV 7:40pm AT H O M E
  20. 20. K P I s Event statistics Users age, number of use of feather pen / digital pen Number of views, likes, retweets, shares, publications, hashtags, virality, fan growth Social medias Acquisition, attendance, follow-up, social media Tonality
  21. 21. Thank you.

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