I will be using social media of course. We will create a new account for the collaboration. But I will also be using the accounts of the already established brands, so that their clients and customers can know that the collaboration will be happening. We will be taking advantage of fashion weeks throughout the world. Both brands have a global presence, so they can reach their individual demographics.
We will also be making a short film that can be showed as three separate videos. One touching more on fashion and the other more on the life of the car. The final will merge these two together. This will be shown in commercials and be used as cousin advertisement. They will have a similar feel but be able to stand alone.
We will get our product noticed by creating events where each label can invite their higher clients, since this will mainly focus on the luxurious life. We will also hold events in dealerships, so that individuals can test drive the Acura. We will also include pop up shops with Tom Ford merchandise.
Tuesday, March 22, 2016
Tuesday, March 8, 2016
EOC week 9: comparing politics 4
1. There are two main parties. In the movie is is Yes or No and for the most part it is the Republican vs the Democratic party.
2. Using humor to deflect from serious situations. In the movie the Yes party made fun of the No campaign and used a similar commercial once the No campaign showed their advertisement. The No campaign was so strong and so the Yes campaign felt they were in trouble and caused a commotion to deflect from the fact that they were losing.
3. The campaign had a lead much like our political parties have a leads or manager that deal with public relation issues.
4. Smear campaigns were used to push away from the other parties approach. The No campaign played more fairly, but they still used the idea of moving away from the Yes campaign and what they thought was right.
5. Campaigns find supporters, but rarely show how their political views affect other member in different class status. F
2. Using humor to deflect from serious situations. In the movie the Yes party made fun of the No campaign and used a similar commercial once the No campaign showed their advertisement. The No campaign was so strong and so the Yes campaign felt they were in trouble and caused a commotion to deflect from the fact that they were losing.
3. The campaign had a lead much like our political parties have a leads or manager that deal with public relation issues.
4. Smear campaigns were used to push away from the other parties approach. The No campaign played more fairly, but they still used the idea of moving away from the Yes campaign and what they thought was right.
5. Campaigns find supporters, but rarely show how their political views affect other member in different class status. F
Tuesday, March 1, 2016
Week 8 EOC, Slogan + Typography
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Because speed is always needed
Final Project: Analysis
While and after working on my final project I would ask for suggestions to see if I was moving in the right way or if what I was marketing could actually reach and speak to the viewer.
"The advertisement really emphasis luxury, is that what you were trying to do?" - Ted, Graphic Designer
This was indeed what I was mainly focusing on so I am glad they asked the question. "And because design is an iterative process, many of us work, going back and forth—thinking, sketching, rethinking, and so on." (135) We did jump back and forth between ideas, but knew we wanted to stick to something doing with luxury. We wanted to emphasis that in all aspects of advertisement, hence the collaboration with a luxury fashion brand.
"Luxury you didn't know you needed is a really good one" - Alex, Fashion Marketing
I though this possible slogan was witty, but was more of a tagline and could still be used in advertisement in a small paragraph rather than a stand alone. I am glad it was liked, but I wanted the slogan to be sweet and to the point. I also thought it was interesting because luxury is more of a want rather than a need, so it was a play on words.
"The simple sketch shows that luxury can be simple, that's dope" - Carl G, Marketing Analysis
I hadn't thought about the simplicity of it. I was thinking more of the creation of it. This showed that someone saw something beyond what I saw and I greatly appreciated that. Because the world is so digital I wanted to touch on the use of hand drawing as stated in the book, "if everyone seems to be using photo-editing software to create visuals, create yours by hand." (206) That's what we did here for this ad campaign. Carl gave meaning to the advertisement, that wasn't subliminally put there. It also shows that the advertisement goes beyond the thought we made, of just moving away from digital, not knowing we were moving towards simplicity.
"The advertisement really emphasis luxury, is that what you were trying to do?" - Ted, Graphic Designer
This was indeed what I was mainly focusing on so I am glad they asked the question. "And because design is an iterative process, many of us work, going back and forth—thinking, sketching, rethinking, and so on." (135) We did jump back and forth between ideas, but knew we wanted to stick to something doing with luxury. We wanted to emphasis that in all aspects of advertisement, hence the collaboration with a luxury fashion brand.
"Luxury you didn't know you needed is a really good one" - Alex, Fashion Marketing
I though this possible slogan was witty, but was more of a tagline and could still be used in advertisement in a small paragraph rather than a stand alone. I am glad it was liked, but I wanted the slogan to be sweet and to the point. I also thought it was interesting because luxury is more of a want rather than a need, so it was a play on words.
"The simple sketch shows that luxury can be simple, that's dope" - Carl G, Marketing Analysis
I hadn't thought about the simplicity of it. I was thinking more of the creation of it. This showed that someone saw something beyond what I saw and I greatly appreciated that. Because the world is so digital I wanted to touch on the use of hand drawing as stated in the book, "if everyone seems to be using photo-editing software to create visuals, create yours by hand." (206) That's what we did here for this ad campaign. Carl gave meaning to the advertisement, that wasn't subliminally put there. It also shows that the advertisement goes beyond the thought we made, of just moving away from digital, not knowing we were moving towards simplicity.
Final Project: Creative Component
LIVING IN LUXURY
ACURA x Tom Ford
Because we are opening up the idea to both sides, there will also be a part of the ad campaign that will feature a sketch so that our demographic can picture themselves or “draw” themselves into the advertisement. Again, this speaks to the fantasy that both of these labels provide for the customer. They can be shown together, but "each individual ad in the campaign also can stand on its own" (198). hows, Each brand will have their individual ads, which will then make clients make the connection of the collaboration, but both names will be on the ads.
ACURA x Tom Ford
Because we are opening up the idea to both sides, there will also be a part of the ad campaign that will feature a sketch so that our demographic can picture themselves or “draw” themselves into the advertisement. Again, this speaks to the fantasy that both of these labels provide for the customer. They can be shown together, but "each individual ad in the campaign also can stand on its own" (198). hows, Each brand will have their individual ads, which will then make clients make the connection of the collaboration, but both names will be on the ads.
Tom Ford has fashion shows, where Acura will be a
part of and the same is true for any Acura events. During the fashion show we
can introduce the collaboration and reach out to their many clients and invite
them to an event that Acura will hold to showcase the collaboration. These
events can be held around the world, expressing the life lived in luxury. This is the story being told through our creative component. "To look for the insight, we start by mining for something common to us all in human nature: our needs, hopes, aspirations, and desires." (193)
America and Japan will be two of the major countries in which these events will be held. We could even hold a special event during a major Honda Day. Honda, being the makers of Acura can also be a part of this collaboration opening up Honda Day to many fans. There can be a small fashion show during this day while Tom Ford has a pop up shop on this day, opening up the demographic of car fans to the fashion house. Tom Ford will make an exclusive line for this particular day baring the Honda and Acura logos. At these events the videos that were shot will be played.
America and Japan will be two of the major countries in which these events will be held. We could even hold a special event during a major Honda Day. Honda, being the makers of Acura can also be a part of this collaboration opening up Honda Day to many fans. There can be a small fashion show during this day while Tom Ford has a pop up shop on this day, opening up the demographic of car fans to the fashion house. Tom Ford will make an exclusive line for this particular day baring the Honda and Acura logos. At these events the videos that were shot will be played.
Final Project: Promotion
Working on promotion will be fun. Acura will be featured in a Tom Ford commercial and vice versa. We will do something similar that Tom Ford has done in the past with this Lips and Boys short commercial. It was daring. There will be similar snap shots of the car as well as the clothing used. We will be using these piece to tell and show a story since there is "value of “telling” versus “showing” an audience a story" (108) and since this is the case, we will do both. Rather the focus being on lips and lip stick it will be of the car, both of the exterior and interior. This will be a video component, but we will also had print, that will be taken from the video shoot. The print ad will be featured in fashion magazines like GQ, W, Vogue and NY Magazine.
This will help Acura reach into the fashion
demographic. These advertisements will also have spreads in Superstreet,
Automobile and Motor Trend. Having advertisement placed in both types of
magazines creates an array of individuals that will see this advertisement. It
will also make certain individuals away of the opposite brand. Some individuals
may be strictly into cars, but not the biggest fans of fashion and so this kind
of collaboration will open up their thoughts to the fashion side. The same is
true for those super fashion forward individuals that don’t know much about
car, it can open up their minds to a different world, still in the realm of
luxury.
Final Project: Big Idea, THE COLLABORATION
The Collaboration
One main component that sets us apart with this ad campaign is the collaborations of brands that we are. Acura x Tom Ford. We can use this to speak to the fashion forward, technological driven generation of this time. Both companies reach a similar demographic within their own personal realms, bringing these two together will be beneficial for both companies. "Not only does branding identify and distinguish, it builds equity (the value of the brand or group)." (49) Both of these labels hold value within their brands and markets.
This is modern, new luxury and both companies touch base with that. "What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest." (52) The Tom Ford label launched in 2006, a reason we chose to work with this brand rather than something like Louis Vuitton, which was founded in 1854 and speaks more so to old luxury, still modern in the fashion world today, but not quite what we are looking for in this collaboration. The Tom Ford brand is different enough from other fashion labels in the market, but similar to its characterization and visualization of Acura.
One main component that sets us apart with this ad campaign is the collaborations of brands that we are. Acura x Tom Ford. We can use this to speak to the fashion forward, technological driven generation of this time. Both companies reach a similar demographic within their own personal realms, bringing these two together will be beneficial for both companies. "Not only does branding identify and distinguish, it builds equity (the value of the brand or group)." (49) Both of these labels hold value within their brands and markets.
This is modern, new luxury and both companies touch base with that. "What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest." (52) The Tom Ford label launched in 2006, a reason we chose to work with this brand rather than something like Louis Vuitton, which was founded in 1854 and speaks more so to old luxury, still modern in the fashion world today, but not quite what we are looking for in this collaboration. The Tom Ford brand is different enough from other fashion labels in the market, but similar to its characterization and visualization of Acura.
By collaboration with such a young, but well
established brand we will attract a new market of fashion forward individuals,
while staying within our usual demographic. We are simply expanding that
demographic. Having Acura team up with Tom Ford will allow us to reach and
become popular amongst a wide range of customers. The person wearing Tom Ford lives
in luxury, in a more literal sense. The clothing they wear is luxury and they
live in their clothing. Acura, a luxury vehicle, speaks to the lifestyle of the
driver.
Final Project: Competitive Analysis
Acura was introduced in 1986 as the luxury car from Honda, a Japanese company. Soon after Toyota and Nissan introduced their luxury cars. Lexus being created by Toyota and Infiniti being created by automaker Nissan. Infiniti officially started selling in 1989, while Lexus was founded the same here. All are from Japan, but Acura was founded in 1986, just a few years before Lexus and Infiniti. This is why we thought “The first, the finest” would be a great slogan for the Acura, since Honda introduced their luxury vehicle prior to these other two competitors. We moved away from this idea because we chose not to shine any kind of light onto our competition, even if it was a nice jab to our initial creation. We thought that creating a friction between the companies in advertisment is unethical and we didn't want that associated with the Acura brand. "When clients and agency professionals are aware of what is unethical and keep to standards of fair practice and social responsibility, then we can have ethical advertising." (12) and we wanted to make sure to have ethical advertising. The NSX model was introduced in 1990 as a mid-engine exotic sports car, a two seater. When created it was a reliable and practical alternative to the exotic European car, say to a Maserati or Porsche.
Both Infiniti and Lexus have more of a basic
strategy to advertisements. They are usually magazine advertisement with a
silver colored car with a plan black or white background and their logo. The thing
about Acura, is that they are much more daring and fun when it comes to advertisements.
For example the Acura MDX had an advertisement with the slogan “Made for
Mankind.” This advertisement had movement to their advertisement, with the rear
end light being displayed and a woman with red hair beneath it, with wind
flowing through her hair. Besides it was an image of a woman in dark colors and
hues of blue, which played a great contrast to the red. All we see is her eyes, nose and slight touch
of her lips and teeth. The same ad campaign showed a man’s eye facing the front
of the car, with only the headlight showing.
These are the kind of advertisements we will go with. It will be much more interactive versus a typical photo op of the car, something the competition does regularly.We watched to use something that was already established by the brand but change the frame a bit. "
Final Project: Acura NSX 2016 Slogan
Living in Luxury
There were many slogans we bounced from. Acura had a slogan of “precision, crafted, performance” but we wanted to move away from adjectives and into a descriptive phrase. "We comprehend—we grasp the meaning of the material we have gathered, gaining insights. And we apply, making use of the material in new, more immediate contexts."(14) We discussed “Your Acura” so that the viewer could find possession in purchasing the car, but didn’t think it describes the car too well. We even discussed having it be “1st and the finest”, more on this in the competitive analysis. We thought about “Luxury you didn’t know you needed” or “Bring Luxury into creation”, but both were lengthy. We enjoyed the use of the word luxury and decided to go with “Living in Luxury.” Now this speaks to a lifestyle.
The fashion house of Tom Ford has bold and daring advertisements and I think that speaks to the idea of the Acura NSX. The NSX is filled with power and speed and that’s the kind of life the individual that wears Tom Ford is. Fashion in general is more about the fantasy than the reality and wearing Tom Ford driving a Acura NSX means living in luxury. We are selling the emotion and high roller life style in these advertisements. Teaming up with one of the well-respected fashion labels in the industry will give our advertisement a drive that others do not have. We kept digging to find similarities between the two brands. "Most smart creatives do some digging themselves." (15)
By teaming up for Living in Luxury we can open our advertisement doors and branch into the fashion world advertisement and reach an entire demographic that has not been spoken to in the past. The Acura NSX can be fashionable to either gender. Living in Luxury touches the fantasy many hope to achieve in reality.
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