WVU IMC 636 Capstone Final Project

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

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AGENCY MATERIALS

AGENCY COLLATERALS

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SITUATION ANALYSIS

Leica Camera AG Campaign Proposal 2016 Dark Matter Strategic Brand Laboratories | CONFIDENTIAL

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TARGET AUDIENCES

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GENERATION X CORE VALUES:


Source: MTV


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GENERATION X UNIQUE ATTRIBUTES


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GENERATION X MEDIA CONSUMPTION HABITS

Source: MTV


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


M

M


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LEICA CUSTOMER PROFILE

Kenneth Farnsworth Jr.

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FOCUS GROUPS


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SWOT Analysis



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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*Perceived outdated technology.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

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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


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BRAND ANALYSIS


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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

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INTEGRATED COMMUNICATIONS STRATEGY STATEMENT RATIONALE

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THE PLAN


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THE CAMPAIGN


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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

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Sample Radio Creative Execution 73


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Sample Bus Wrap Execution

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Es2qyRCZ


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Sample advertising banner for Google ads, Facebook ads,

and event posters.


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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.

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Sample Leica Ad Guerilla Out of Home Ad Concept

(Shown on airline window)

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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.

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Sample landing page. 95


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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


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X-U

Plunge Into The Moment How to book a cruise.

www.leica.com/plunge

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Internal Campaign Collaterals

Internal Stakeholders Dossier Internal Stakeholders t-shirt

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MEASUREMENT & EVALUATION


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CONCLUSION

REFERENCES

FOCUS GROUP GUIDE

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--includes Photokina trip, and all SWAG prizes.

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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.