gq magazine - campagne saint-valentin | hetic
DESCRIPTION
Proposition de campagne pour GQ Magazine à l'occasion de la Saint-Valentin dans le cadre d'un travail scolaire à HETIC (hetic.net).TRANSCRIPT
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CAMPAGNE SAINT-VALENTIN
DAVID BOUKRISJEAN-MICHEL DIDONVINCENT GARREAUMARION GEORGESROBIN LAMBERT
11/01/2013H3 P2015
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L’ÉQUIPE
VINCENT GARREAU
ROBIN LAMBERT
JEAN-MICHEL DIDON
DAVID BOUKRIS
MARION GEORGES
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ADN & VALEURS
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MODERNITÉ
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CHARISME
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SOPHISTICATION
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DÉSINVOLTURE
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RÉUSSITE
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VIRILITÉ
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STYLEURBAIN
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MODE, STYLE, COACH
DE VIE
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ANALYSE
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CIBLE
AVERTI
30 ANS
HOMMEURBAIN
ÜBERSEXUEL
CSP+ (50 000 EUR/ANS)
CULTIVÉ
ACTIF
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MOINS GÉNÉRALISTEPLUS DE PHOTOSPLUS AXÉ MODE
PLUS AXÉ MODE
MOINS CHICPLUS AXÉ EROTISMEPAS D’ACTUALITÉS
PLUS ÉLITISTE
CONCURRENTS
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SWOT
FAIBLESSES
FORCES
OPPORTUNITÉS
MENACES
Richesse du contenu, présentation soignée
Marché peu concurrentiel, l’homme prend de plus en plus soin de lui
Presse écrite en difficulté
Beaucoup de publicités, peut être trop généraliste
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PROBLÉMATIQUE&
OBJECTIFS
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OBJECTIFS
FAIRE VENDRE LE NUMÉRO GQ SPÉCIAL SAINT-VALENTIN
AUGMENTER LE CHIFFRE D’AFFAIRES EN CAPTANT DE NOUVEAUX LECTEURS
MAINTENIR L’IMAGE DE GQCOMME MAGAZINE PHARE DE LA PRESSE MASCULINE
NOTORIÉTÉ
VENTE
IMAGE
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OBJECTIFS
COMMENT ATTEINDRE CES OBJECTIFS ?
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NOS IDÉES
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IDÉE NON RETENUE
LES LOSERS DE LA SAINT-VALENTIN
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COMIQUEMALADRESSE
MANQUE DE RAFINEMENT
SCÈNES DE MÉNAGES
GUIDE ANTI-LOSER
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QR CODE
SITE MOBILEVIDÉOS
TV#LOSERSTVALENTIN
APPLICATION MOBILE
AFFICHES
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IDÉE RETENUE
LES 156 OBJETSÀ NE PAS OFFRIR
POUR LA SAINT-VALENTIN
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SUBTILITÉ
HUMOUR POUR INITIÉS GUIDE
À NE PAS OFFRIRCONSEILS
CONCIS DÉSINVOLTE
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LA CAMPAGNE
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CUSTOMER JOURNEY
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7H37LECTURE DU
JOURNAL
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8H13MÉTRO
GO BOULOT
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8H46VEILLE
MATINALE
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8H47SITE ÉVÈNEM.GQ MAGAZINE
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12H46PAUSE
MAGAZINE
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19H04BUS
RETOUR MAISON
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20H48SOIRÉE
TV
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PERSPECTIVESPLATEFORME CONSEILS
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Our idea is to point out bad gifts for Valentine’s Day. To do so, we decided to show some presents that men must avoid at all costs. The baselines we wroted correspond to the special kind of humour we can find in the magazine and convey the identity of it. The main way of communication will be the print : Posters in the underground or bus station, adverts in magazines... While reading the poster, the one that already know GQ will recognize the style of it. For those who don’t know yet the magazine, they will be interested to find out objects they shouldn’t buy for Valentine’s day. So, GQ will gain the loyalty of his readers and attract new ones.
In addition to the print campaign, a website will be developed. It will list all the bad gifts. The main goal is to promote the supplement of the magazine.
EXECUTIVE SUMMARY
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MERCI