STAND WITH TIME

Your true colours. Stand with time.

BRAND ISSUE

Low brand awareness compared to competitors (Zara, H&M, Mango & Massimo Duti)
Consumers' perception about M&S is overpriced and "too mature style" clothing

TARGET AUDIENCE

25-35 year old Vietnamese female living in HCMC and Hanoi
Net income per month $600
Insight: The majority of Vietnamese women from 25 - 35 years old living a very stereotyped and normalised life, too busy working and taking care of their family at the same time. However, deep down inside, these women do not want themselves to be withered in the busy flow.

BIG IDEA

Stand with time

KEY MESSAGE

There is no age constraint when it comes to maintaining your true colours. A woman's nature is timeless. M&S embraces women’s values and colours (including their dressing styles) regardless of age and time.

BIG GOAL

M&S wants to change Vietnamese consumers' perceptions about M&S.

KEY VISUAL

CLIENT

Marks & Spencer Vietnam

ROLE

Stategic Planner

Market Researcher

Creative Director

Mock-up Designer

EXECUTION PLAN

ONLINE PRINT-AD SERIES

A series of print-ads will run live on M&S Facebook throughout the first awareness phase of the campaign with the tagline ‘Your true colours. Stand with time’. It will be one of the key hooks of the campaign to set a new perspective about M&S among target audience. The series is also expected to trigger the curiosity of target consumers while also spike up social discussions on Facebook.

AUTUMN WINTER 2018 PRIVATE SHOPPING EVENT

Location: In-store Marks and Spencer.

A specific location will be decided by Marks and Spencer at Crescent or Vincom depending on where do they want to push sales.

Time & Date: Daytime and weekdays are the best options to organise the event. Fridays and weekends should be avoided as our

guests might take advantage of the weekend for holiday and vacations, or they do not want to anything work-related on weekends.

Moreover, during the weekends and night time, the shopping mall traffic is higher. Hence, if a private shopping event occurs, it might

affect our organic store visit and revenue.

Description: The private shopping event is similar to a press conference; however less formal and more active. Brand representatives

will be there to give speeches about the campaign “ Stand with time ”, its meaning on regards with our vision/mission and our new

collections.

Guests are given gift certificates with different values to shop at Marks & Spencer.

Invitation send out: 1 week prior to the event, M&S will send out invitation to guests through mailing post office.

Agenda:

60 minutes: Welcoming guests

10 minutes: Speech about brand and new collections

50 minutes: Shopping event

DJ will be playing on the background.

M&S CANVAS TOTE OF MEMORY

For this campaign ‘Stand with time’, a limited edition canvas tote of M&S should be produced as a form of door gift for the private shopping event.

Why Canvas Tote?

Canvas tote is a very light and convenient item that our customers can dump everything into it and carry it around. They can also use it at a daily item to store their laptops, documents… as they do not want to ruin the shape of their other bags or purses. Hence, as people carry our canvas bag around, our brand name is exposed, and might likely develop social preference towards our M&S canvas tote.

Moreover, in our case, canvas tote is not only a promotional tool, but also contributes to brand communications. Each year, as M&S runs a campaign, a limited edition batch of canvas tote with the campaign's name printed on it can be made. Overtime, M&S canvas tote series through years become a statement and a signature of M&S brand. However, the canvas tote should be made in limited amount: 200 totes per batch to create a sense of exclusiveness.