LEICA AN INTEGRATED MARKETING PROPOSAL
Inspiring Generation X to Embrace the Brand as the Premier Outlet for Their Creativity.
July 2016 Dark Matter Strategic Brand Laboratories 2112 Rush Street Parkersburg, WV 26101
Leica Camera AG Campaign Proposal Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
CONVENTIONAL WISDOM YIELDS CONVENTIONAL RESULTS.
An Integrated Marketing Plan
Presented by:
Prepared for Leica Camera AG
T A B L E O F C O N T E N T S T A B L E O F C O N T E N T S
T A B L E O F C O N T E N T S Continued
Leica Camera AG Campaign Proposal 2016 Dark Ma;er Strategic Brand Laboratories CONFIDENTIAL
2112 Rush Street | Parkersburg, WV 26101 304.991.2636 www.darkmatterlabs.com
2
3
AGENCY MATERIALS
5
6
7
AGENCY COLLATERALS
8
SITUATION ANALYSIS
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
10
10
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
11
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
12
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
13
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 14
14
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
15
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 16 16
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
17
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
18
TARGET AUDIENCES
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 20 Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
20
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 21 Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 21
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 22
22
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
23
GENERATION X CORE VALUES:
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Source: MTV
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
24
GENERATION X UNIQUE ATTRIBUTES
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
25 25
GENERATION X MEDIA CONSUMPTION HABITS
Source: MTV
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 26
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 27
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
M
M
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
28
LEICA CUSTOMER PROFILE
Kenneth Farnsworth Jr.
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 30
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 30 31
FOCUS GROUPS
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
33
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
34
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
35
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
36
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
37
SWOT Analysis
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
39
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
* One hundred year heritage *ReputaPon for quality. *Hand-craVed precision. *World leading opPcs. *AcPve and personally invested CEO. *Sought aVer luxury products.
*Engage customers on social media plaZorms and forums. *AcPve content producPon
*Free camera trial at retail locaPons *Alternate focal length Q
*Trade in/up program
*High-profile sponsorships.
Leica Camera AG Campaign Proposal 2016 Dark Ma;er Strategic Brand Laboratories CONFIDENTIAL
*Perceived outdated technology. *High pricing relaPve to compePPon. *Inability/refusal to listen to consumer insights.
* Old fashioned reputaPon. * Smaller than average producPon capabiliPes. * Very li;le adverPsing.
* Fuji X-Trans sensor cameras. * Sony full-frame compacts.
* MulPple companies acPvely targePng Leica PODs.
* NegaPve or anP-Leica posts, blogs, and forum content.
SWOT Analysis
* Li;le social media interacPon
40
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 41
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
42
BRAND ANALYSIS
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
44
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
45
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
46
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
47
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
48
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
49
CREATIVE FOUNDATION
INTEGRATED COMMUNICATIONS STRATEGY STATEMENT
RATIONAL FACTORS EMOTIONAL FACTORS * 103 Year Heritage
* Invented 35mm Photography
* Excellent Image Quality
* World-Class Optics
* Hand-Crafted Lasting Value
* Great Selection of Lenses * Compact Form Factor
* Fast & Responsive
* Allows Me To Go Unnoticed
* Heirloom Quality
* Simple/Intuitive to Use
* Prestige/Exclusivity
* I Like To Own The Best
* I Dont Need A Complex Camera
* Makes Me A Better Photographer
* Pro Results Require Pro Tools.
Leica makes it simple to create the results you want, while geeng you closer to the decisive moment.
Leica Camera AG Campaign Proposal 2016 Dark Ma;er Strategic Brand Laboratories CONFIDENTIAL 51
52
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
INTEGRATED COMMUNICATIONS STRATEGY STATEMENT RATIONALE
53 Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
THE PLAN
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
55
56 Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 57
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
58
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
59
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
60
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
61
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
62
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
63
64
65
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
66
THE CAMPAIGN
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
68
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
69
After nearly a half-decade of some of the most ferocious combat our planet has ever seen, Japan
finally surrendered to the United States, effectively ending the US involvement in World War II.
It was on that very day that LIFE Magazine staff photographer Alfred Eisenstaedt made his way to
New Yorks famed Times Square with the hope that he might document the celebration resulting from one of the most significant moments
in American history. As a staffer at LIFE, Eisenstaedt had his choice of any number of cameras, but he chose
the Leica IIIA. He always chose the Leica because He preferred the simplicity of a camera that invariably
became an extension of his creativity, without unnecessary bulk or complexity getting in his way.
When his moment arrived, Eisenstaedt used that simple camera with confidence, knowing that his artistic vision would
be brought to fruition. What he captured that day was an iconic image that not only summed up an
entire nations feelings in a single frame, but ultimately became one of the most enduring photographs of the 20th century.
What will you do when your moment arrives?
LEICA Moment No. 11. VJ Day: August 14, 1945
www.leica-camera.com
See the entire gallery of the most significant photographs on the 20th Century at www.leica-icon.com
Photography Magazine Sample Creative Execution. 70
As the campaign progresses, this series of advertisements will
Place emphasis on a variety of Leica camera models from
The SL, to the M, Q, X and even the new X-U!
Travel Magazine Sample Creative Execution
71
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
72
Sample Radio Creative Execution 73
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
74
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
75
Sample Bus Wrap Execution
76
Es2qyRCZ
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
77
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
78
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 79
Sample advertising banner for Google ads, Facebook ads,
and event posters.
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
83
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
84
Sample Green-Screen Kiosks 85
Sample Kiosk Photo. 86
Sample Kiosk Photo 87
Sample Photo Mosaic These large, complex images can be accomplished with very simple, and very inexpensive soVware. IniPally, images can uPlize relaPvely few photo pixels, and can expand as photos are added.
88
89
Sample Leica Ad Guerilla Out of Home Ad Concept
(Shown on airline window)
90
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
91
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
92
Sample retargeting/remarketing banner.
Sample Facebook Ad. 93
Sample Facebook Post
This parPcular example includes a link to one of our earned media stories. This piece of content is a promo for the hero content Moments in Time.
94
Sample landing page. 95
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
96
Be IN The Moment.
The LEICA U-X is HERE! Its cool! Its small! Its WATERPROOF?
Read Story
Chicago to get new Leica Store in 2017.
The denizens of Chicagoland are slated to have the new store by June 2017. The Grand Opening celebration is guaranteed to be one to remember. Read Story
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
98
X-U
Plunge Into The Moment How to book a cruise.
www.leica.com/plunge
99
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL 100
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
101
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
102
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
103
104
105
106
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
107
Internal Campaign Collaterals
Internal Stakeholders Dossier Internal Stakeholders t-shirt
108
MEASUREMENT & EVALUATION
110
111
112
113
114
Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
115
CONCLUSION
117 Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL
REFERENCES
119
120
121
122
FOCUS GROUP GUIDE
56 124
125
58 126
127
128
129
--includes Photokina trip, and all SWAG prizes.
130
131
132
133
APPENDIX C:
THANK YOU
A special thank you to:
Leica Camera AG, Dr. Andreas Kaufmann, Professor Archie Sader, Thorsten von Overgaard, and the Dark Matter family for their infinite patience and cooperation.