Louis Philippe's brand promise is class, innovation & status. The clothes appeal to the contemporary Indian male.
Louis Philippe's media mix had been print & BTL and they had never used electronic media because of audience spillover & restrictive costs.
Lately the brand was facing the challenge of surviving competition, which bordered from formal wear to trendy all-occasion wear endorsed by young celebrities.
Communication Goals
With the fashion & retail boom, the following communication gaps needed to be filled:
Target the existing consumers through aggressive promotion, celebrity showcases and use of more effective medium like TV.
To target the younger TG who is driven by style & fashion.
To shed the 'corporate only' image to 'fashionable, stylish & sophisticated'.
To enhance the brand recall amongst
Existing primary audiences – TG 30+ SEC A
Growing secondary audiences with high disposable incomes – TG 20+ SEC A
Media Solution & Execution
Indian cinema has always been a huge fashion driver in the country. This insight was taken forward to create the DON line of clothing.
DON had a successful storyline with ultra modern treatment a-la-a James Bond 007; hence the platform was relevant to the brand design strategy of style & sophistication.
Louis Philippe designed the entire look for Shah Rukh Khan, and other lead characters (with designer Aki Narula). Hence creating a line, a trend.
MATES got involved with the script to ensure the line entails:
Suits
Semi-formals
Club Wear
Week-end wear
Post the showcase in the film; the brand used the film-footage with SRK wearing the clothesline to create co-branded commercial. This commercial was used to launch the collection.
Media objectives of 500 GRP's were set and a plan was created on GEC channels, news, Movie channels & English entertainment.
The cinema initiative was further pushed by rigorous instore activation:
POP / POS material was all over the facades, garment stands, on clothes etc.
Music of DON played throughout the day
Co-branded TVC played on the instore TV
Attractively showcased Merchandise.
The activity was superlatively enhanced when we got Shahrukh Khan to the Louis Phillipe store to launch the collection.
Sales Promotion activity was supported by a sales incentive, wherein the showroom with maximum sales watches the film with the stars and get signed film memorabilia.
Cassettes, CD's and Movie tickets were distributed to the staff.
Priority customers were invited to be present on the launch day.