(L02) Assignment

2a – Research and

IdeasResearch into audience, structure and the

product for advertisement.

The brand/product

• The brand that the advert will be for is Hugo boss.

• The specific product is Hugo by Hugo boss the

aftershave.

Background information

• Hugo Boss AG is a German luxury fashion and style house based in

Germany the company was named after its founder Hugo Boss.

• In 1924, Hugo Boss started his clothing company in Metzingen, a small town

south of Stuttgart. Due to the economic climate of Germany at the time, Boss

was forced into bankruptcy.

• In 1931, he reached an agreement with his creditors, leaving him with six

sewing machines to start again.

• In 1977, BOSS became a registered brand.

Brand history

1924,

Hugo

Boss

started

his

clothing

company

then

entered

bankrupt'

s

1931, he

reached an

agreement

with his

creditors,

leaving him

with six

sewing

machines to

start again.

1950 – first

men's suit

1960 – Initial

standardized

production of

men's suits

1970 –

Creation of

the BOSS

brand

1972 –

Motorsports

sponsorship

1984 –

BOSS

initiates

licensing

operation

s

(first

fragrance

license)

1985 –

HUGO BO

SS Group

(listed on

the

German

Stock

Exchange

in

Frankfurt.)

1985 – Golf

sponsoring

(Bernhard

Langer

becomes the

first

professional

to wear

BOSS)

1985 –

Eyewear

license

1995 –

Footwear

license

1996 –

Watch

license

1997 –

BOSS

Golf

wear

1998 –

HUGO

Women

swear

2000 –

BOSS

Women'

s wear

2004 –

Shoes &

leather

goods

2006 –

BOSS

Orange

Women's

wear

1999 –

BOSS

Orange

2003 –

BOSS

Green

2008 –

Online-

Store

2006 –

BOSS

in New

York

Product history

1950 – first

men's suit

1960 – Initial

standardized

production of

men's suits

1997 –

BOSS Golf

wear

1998 –

HUGO

Women swear

2000 –

BOSS

Women'

s wear

2004 – Shoes

& leather

goods

2006 – BOSS

Orange

Women's

wear

2009 –

BOSS

Selection

Tailored

Line.

(tailored

luxury

suits)

2010 – BOSS

Green

Women's

wear

2011 –

BOSS

Home

(bedding,

bath and

beach

towels)

2011 –

BOSS

Selection

MADE TO

MEASURE

(tailored

suits for men

and custom-

made shirts

and ties).

1999 –

BOSS

Orange

2003 – BOSS

Green

Advertising history

2002:Hugo Boss:

HUGO BOSS /

FEMALE

FRAGRANCE

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

PERFUMES &

FRAGRANCES

BY: STARCOM

INDIA

IN: INDIA

2003: Hugo

Boss: NOKIA &

P&G MOBIL

VIDEO

CAMPAIGN

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

MOBILEPHONE

& FRAGRANCE

BY: MEDIACOM

NORDIC

2004: Hugo Boss: IT'S

YOUR TURN

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT: HUGO

DEEP RED

FRAGRANCE

BY: MEDIACOM

GERMANY

2004:Hugo Boss:

BOSS IN

MOTION

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

FRAGANCE FOR

MEN

BY: CALLEGARI

BERVILLE

GREY

2005:Hugo Boss:

DEL MAR-

BOAT

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

BALDESSARIN

I FRAGRANCE

BY: E124

2006:Hugo Boss:

Hugo Boss for

men

ADVERTISER

: PROCTER &

GAMBLE CO.

BRAND:

HUGO BOSS

IN: RUSSIA

2006:Hugo Boss: "Boss

Bottled (20 sec.)"

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

HUGO BOSS

BY: GREY PARIS

FRANCE

2007:Hugo Boss:

Harmony is

overrated

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

HUGO BOSS XX

XY

2007:Hugo Boss:

Hugo Boss

Black F/W

2007

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND:

HUGO BOSS

2007: Hugo Boss:

Everything

else is in your

handsADVERTISER:

PROCTER &

GAMBLE CO.

BRAND:

HUGO BOSS

IN: RUSSIA

2008:

Hugo

Boss: City

SoundADVERTISE

R: PROCTER

& GAMBLE

CO.

BRAND:

HUGO BOSS

IN: SPAIN

2008:Hugo Boss:

Boss PureADVERTISER:

PROCTER &

GAMBLE CO.

BRAND:

HUGO BOSS

BY:

CALLEGARI

BERVILLE

GREY

IN: FRANCE

2008:

Hugo Boss:

Essence de

FemmeADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

BY: GREY

LONDON UK

IN: UNITED

KINGDOM

2009:Hugo Boss:

Sienna Miller

(Drive my car)

ADVERTISER:

PROCTER &

GAMBLE CO.

BRAND:

HUGO BOSS

PRODUCT:

BOSS

ORANGE

BY: GREY

LONDON UK

IN: UNITED

KINGDOM

2010:Hugo Boss:

BOSS

ORANGE

IDENTITY

ADVERTISER

: PROCTER &

GAMBLE CO.

BRAND:

HUGO BOSS

PRODUCT:

BOSS

ORANGE

BY: PETER

SCHMIDT

GROUP

GERMANY

2010:Hugo Boss: It’s

Always

Nightfall

SomewhereADVERTISER:

PROCTER &

GAMBLE CO.

BRAND: HUGO

BOSS

PRODUCT:

HUGO BOSS

BY: BLAST

RADIUS,

AMSTERDAM

Advert campaigns

• Hugo boss uses a mixture of print, TV adverts and

sponsorships to advertise their products

• the vast majority of Hugo boss adverts are based on

around the technique/incorporates celebrity endorsement.

However the ones that don’t include celebrities have used

models or attractive people.

Advert analysisAnalysis of a typical HUGO BOSS advert

Boss bottled “man of today”

TV advert break down

• Series

• Celebrity endorsement

• Sound track represents points in the advert

• Contains these codes and conventions

• Product

• Soundtrack

• Dialogue

• Brand title

Advert link

Paragraph

analysis/explaining advert

The boss bottled TV advert from 2014 is the most recent instalment in the series. As a viewer we can tell this ad is apart of a series as the advert has many similarities to the previous advert that featured Ryan Reynolds however the background locations differ. The main feature that the advert uses is celebrity endorsement, Gerard Butler was chosen to be the celebrity for this year as HUGO BOSS changes the celebrity yearly (for example Jenson button for boss sport) Gerard features heavily in the advert as he is used both on scene ( from 0:04 till the end) and he is also used to narrate the advert (starting at 0:05 and ending at 0:43). HUGO BOSS has chosen to use Gerard Butler as there celebrity endorsement to draw on the male aspirations of being wealth and successful, the audience is shown his wealth and success by the use of different camera shots, background and appeal. This impacts the viewer by associating Gerard butler to the typical male aspirations of fame and wealth and make the viewer wish they were like him once this is achieved Hugo boss then provided a solution to the problem caused by suggesting (via the used of a overt message) that the viewer can be like him by using the product shown at the 0:49.

MARKET RESEARCH Products market, competitors, effectiveness of its previous advertising

Hugo brand

The HUGO brand offers contemporary design trends for both business and leisure. The market segment that Hugo boss look to aim the HUGO brand at is the luxury quality market segment on all products including fragrances. Hugo Boss doesn’t directly say who there target market is however we can assume that there original target market is males aged between 30 - 50 however they have changed to incorporate the female market.

Competitors

These competitors (as above) operate in the same market segment as Hugo boss which is the designer

luxury quality goods range many of theses brands also operate in the same clothing segment as well. The

price for each are similar which is usual in between £40 - £50 range however even with the large amount

of competition HUGO BOSS has managed to maintain the statues of being one of the market leaders.

Effectiveness of previous

advertising

Cost spent on marketing in 2012

and 2013

Hugo boss spent 135.61 million euros on marketing in 2012 since then Hugo

boss has increased its spending to 137.5 million euros which is an increase of

1.39 million euros in the hope of increasing sales of products.

Graphs from Statista

HUGO BOSS Worldwide

revenue from 2001 to 2013

HUGO BOSS has seen an increase in revenue from 2012 to 2013. this

increase was of 0.8 billion euros

Graphs from Statista

Evaluation of graphs

During the financial year of 2013 HUGO BOSS has

increased the amount of money spent on marketing by 1.39

million euros this money was the potential cause in

increased sale which has therefore cause HUGO BOSS’

increase in revenue by 0.8 billion euros. Therefore HUGO

BOSS’ has had an effective marketing campaign.

Audience ResearchResearch into the views of the target market/

advert audience

Survey

• I completed a survey in order to gain the true opinion of

the public in order to base my advert around there wants.

Key survey results in pie charts

88.8% said that an advert doesn’t effect whether they buy the product or not this

suggest that the advert needs to present/imply the aroma of the aftershave in order to

sell the product.

This chart suggest that celebrity endorsement is not as much of a key feature in adverts

then advertisers think therefore there is room to use a working class actor/man in the

advert in the hope of appealing to the audience more.

This show the colours that the audience wants to see in the advert

so the main colours that will black and white.

Key results

The brief

• To produce a television advert for the fragrance Hugo by

Hugo boss that appeals to a younger male target market

of 16-29 then the original older male market of around 30

– 50

• To appeal to the target audience without using celebrity

endorsement.

The client

• HUGO BOSS is one of the market leaders in the premium and luxury segment of the

global apparel market. They focus on the development and marketing of premium

fashion and accessories for men and women. Hugo boss is one of the most profitable

listed apparel manufacturers in the world.

• The brand world of HUGO BOSS comprises the collections of BOSS, BOSS Orange,

BOSS Green and HUGO. The brands cover a comprehensive product range.

Budget

Type of cost Price

Costume £0

Camera £0

props £0

sets £0

Editing equipment £0

Camera equipment £0

actors £0

locations £0

insurance £0

aftershave £45

For the advert we have had a limited budget to use which we have kept to as each

of the main aspects to producing and editing a film have to cost nothing to fit into

the budget. If advert was being produced on a large scale the budget would be

bigger as each of the things listed in the table will cost us money.

Deadlines

I have till the 3rd February to complete the advert with set

intermittent deadlines for the other stages which are:

• Planning: 23rd January 2015

• Filming: 29th January 2015

• Preparing to edit: 30th January 2015

Technical resource &

constraints

• Panasonic SDR-H100

Liberties Constraints

78x enhanced optical zoom Depending on subject matter, subject can be out of

focused after going past a specific x zoom

80 GB storage Sound quality poor. Can be tinny at points

3 hour + battery life. 12 hour charge need for full charge

Can use SD cards

Camera mode (take still images)

Legal and ethical issues (codes

of practice and regulations)

• Truth in Advertising

• The Federal Trade Commission Act set forth requirements

for truth in advertising. So an advertiser cant deceitfully or

unfairly advertise there product which can cause substantial,

unavoidable Injury when using a product

• Advertising Harmful Products

• Permissions need for use of acoustic track

• No offensive language allowed

Bibliography

• http://group.hugoboss.com/en/group/about-hugo-boss/history/ - Hugo boss brand history

• http://www.hugoboss.com/uk/men-accessories-fragrances/ - Hugo boss fragrance collection

• http://en.wikipedia.org/wiki/Hugo_Boss - Hugo boss Wikipedia site

• http://www.statista.com/statistics/263887/revenues-of-hugo-boss-since-2001/ - statista

Ideas GenerationGenerating ideas for the an TV aftershave

advert.

Mind mapping

IdeasPrint

advertTV

advert

Series

Stand

alone

Images form Idea 1

Each image has a feature

associated with posh

/famous

Product bottle

and name of

brand across

the middle of

the screen

Single poster

Average man stood in

front of well know

landscape/building

associated to fame.

Average man with

attractive woman

in a suit to show

fame and success

Product bottle

and name of

brand across

the middle of

the screen

Idea

1

Idea 2

Stand alone

Transformation

for average man

to famous posh

man

Close ups of

getting dressed

into a suit

Average man in

track suit. Uses

aftershave then has

original clothing

pull of by woman

to relive smartly

dressed powerful

man

Slow motion

shot

Cloths fall

around the

bottle at the end

Identification of

messages

• The message that will be portrayed in the TV advert is

that you can feel famous and successful without being a

celebrity. Just by using this aftershave

• This will be shown by

• An average working class man as the protagonist

• Appearance

• Clothing

• Camera shots (close ups, glamour shots)

Form, Style, Codes and

Conventions and Techniques

• Stand alone• This is because the advert will not link with any other adverts.

• Mini fiction• The advert will have a small narrative story of an average man and his transformation

into a successful famous man.

• Sound track • Will fit in with in with the transformation starting of quite/slow then getting

louder/quicker

• Product• The product will feature in the advert roughly in the middle and it will be the last thing

the viewer sees as well

• Brand name• The brand name will only feature at the end both on screen and in the narration

• Narration

Layout of the

advert/Content

1. Close up of shaggy faced man (scruffy beard etc.)

2. Close up of shaver

3. Man shaving as seen in the mirror

4. Man wipes face with towel

5. Reaches for aftershave bottle (close up of bottle)

6. Action shot of bottle in uses

7. Then transformation in shirt

8. Close up of tie being tied

9. Close up of Cuff links

10. Suit jacket placed on

11. Walk out house into street

12. Close up of man looking successful and proud

13. Ending with bottle and brand name below mid shot of man

Section of Potential Storyboard

4) Close up 5) Close up 6)Mid shot 7) Close up

8) Close up 9) Close up 10) Close up11) Mid shot

Relevance to audience

• This is relevant to the audience by:

• Same social class actor

• Same social class location

• Draws on typical male aspirations