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My semester long project for Ad Workshop. Starting from scratch and finishing with excellence.
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Capture Your Colors
Aaron Metzler Daniella Zuccheri Chikara Imura Kyle Smith Terrell Johnson
Ad Workshop Final Project Fall 2012
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Brand Overview……………………………………………………………………………………………………………………………………………………Page 3
Product Attributes and Pricing………………………………………………………………………………………………………………………..Page 4
Product Promotion…………………………………………………………………………………………………………….……………………………….Page 5
Services Offered……..…………………………………………………………………………………………………….………………………………………Page 6
Competitive Analysis…………………………………………………………………………………………………………….……………………….……Page 7
Target Market and Consumer Characteristics……….….………………………………………………………………………………….Page 8
Product Position, Brand Equity, and Radian 6.…………………………………………………………………………………………….Page 9
Consumer Profile…………………………………………………………….…………………………………………….…………………………………..Page 10
Research Objectives and Results………………………………….…………………………………………………….…………………………….Page 11
Key Insights…………………………………………………………………………………………………………….…………………………….…………….Page 12
Par t One : S i tuat ion Analys i s
3
OPI’s parent company, Coty, Inc. was originally
started as a small perfume company in France, back
in 1904. Over the last century, it has expanded into a
worldwide conglomerate that has consistently
increased its yearly revenue on a regular basis. With
Coty’s variety of products encompassing a full range
of categories, including Fragrance, Body Care, and
Color Cosmetics, OPI stands among the top ten of the
hundreds of brands Coty, Inc. oversees.
“Coty’s Top Ten” Brand Overview
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The Na i l Lacquer Layout OPI’s wide variety of colors gives you the option to
pick and choose to suit just about everything: the
season, the city, even your mood!
With a special, long-‐lasting formula, the nail
lacquer will last so you don’t have to stress about
chipping and wear. Bonus? Not only does it last
longer on your nails, it lasts longer in the bottle, too.
Most ladies don’t have much time in their busy
lives to paint their nails, so OPI developed a quick-‐
drying solution. It’ll dry within the hour and no
worries over smudging either!
OPI toes the line of prestige cosmetics
with its higher than average pricing of $7.50
or more, and so it can only be found in
beauty supply stores, like Ulta or Sephora, or
at nail salons and spas.
It can be found online though! The
website provides great links to places of
purchase.
Look at that rainbow of
variety! And there’s at least
500 or more to choose from!
Product Attributes and Pricing
5
OPI has made a tradition out of promoting their
own lines in continuity with pop culture icons and
entertainment industry features.
Among some of the celebrities that have
collaborated with OPI to create their own lines of
nail polish are Nicki Minaj, Lady Gaga, and Katy
Perry. Holiday collections are a must! For the
2012 holiday season, OPI outdid themselves
with a gorgeous line of lacquers inspired by
Skyfall, the new James Bond film.
Of course, let’s not leave out the
unforgettable Muppets collection of 2011, or
the vintage Minnie Mouse line from this
past summer.
P romot ion Via Pop Cul ture
Two colors were created for Breast Cancer awareness, proving OPI cares about its consumer for more than just their sales profits.
Product Promotion
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Your Exper ience Should Be Great
OPI Pro is created by professionals, for
professionals.
It gives the pros a place to ask questions
regarding product ingredients, distribution,
and more.
Where To Find OPI is for the everyday
consumer. Just enter your zip code and
you’ll be given a list of nearby salons and
stores that have OPI.
On the main website, OPI has several
ways to interact with the colors and options
the product has.
My OPI allows you to collect the colors
you love and get suggestions.
How-‐To gives demos of how to paint your
own nails without the professional expense.
Try It On lets the consumer test different
colors on different skin tones.
AND
Services Offered
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Compet i t ion?
Avon caters to a wide variety of tastes with
a large array of different products
Targets both men and women, ages 18-‐65
Inexpensive, with numerous special offers,
and even door-‐to-‐door selling and delivery
Strength: Top-‐notch supply chain
Weakness: Cannot be purchased in stores
Viewed as affordable and easy to access
Revlon has a well established and well
thought of name
Targets women ages 24+
Inexpensive, it can be found in beauty
or department stores
Strength: Easy to find and purchase
Weakness: No presence in social media
In spite of al l these apparent benefits and
strengths, OPI st i l l tops U.S. nail polish sales, pull ing in double the
amount of revenue that Avon and Revlon come
up with .
Hardly .
Competitive Analysis
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Who Does OPI…
…Care About Most?
OPI has traditionally targeted their
consumer using a mass-‐market approach
aimed towards women 18-‐45, however women
up to 64 are included in the secondary
audience.
Geographically, these women tend
towards urban or suburban living; there isn’t
much variation in income in these two areas,
so middle to upper-‐middle class appears to be
the primary income level.
These women all use OPI for similar
reasons. It can be used for any occasion, or
particularly special ones. Women use nail
polish as a confidence booster, a form of
self-‐expression and beauty.
OPI ladies purchase and paint their
own nails, though on rare occasions they
will have them done professionally.
Target Market Analysis & Consumer Characteristics
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In tr iguing Thoughts On OPI
OPI’s current positioning is very clear; it
is a top of the line brand and most people
are aware that it is a leader in the market.
Much of the talk surrounding OPI is in
regards to specific lines of color, or special
collections. Unfortunately, there are
complaints about locating certain colors.
Consumers view OPI as the trendy choice
Findings show that buying nail polish isn’t
normally a quick decision, and a more
streamlined process may be beneficial to the
shopper experience.
Product Positioning, Brand Equity, & Radian 6
OPI’s brand equity? OPI
is the preference!! !
Radian 6 has many
good things to say
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Our Pr imary Single or engaged female, post-‐grad, no
children
Age 22-‐32
Urban or Suburban living situation
Middle Class Income
Fashion forward and cares about body
image, but isn’t hung up over it
Enjoys popular music, but has a soft spot
for the classics
Holds a customer service-‐related job
position
Social butterfly; likes to meet new people
Targe t I s…
Consumer Profile
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Objective 1: Determine most important attributes in purchase decision
Objective 2: Analyze product’s positioning vs. competitors
Objective 3: Assess current OPI awareness levels
Objective 4: Explore consumer’s purchasing habits
What We Wanted To F ind Out…
…And What We Actua l ly Found
Survey Time!
623 Responses
16 Questions
459 Usable Results
Color is the most important
OPI is a well-‐loved brand,
more so than competitors
Many people don’t know
about OPI’s color variety
There is potential to expand
sales into grocery and retailer
locations
Research Objectives and Results
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Ins ights Di scovered Women just don’t realize how many colors OPI
actually offers in comparison to competitors.
Women have such a difficult time finding the
color they’re looking for that they end up choosing
different brands.
Making the search process simpler and faster
is something that every woman would benefit
from.
The demographic talking the most about OPI
is in college or right out of it and very socially
engaged, and would therefore be the ideal target.
Key Insights
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Positioning Statement and Objectives…………………………………………………………………………………………………………….Page 14
Tagline and Timeline…………………………………………………………………………………………………………..…………………………….Page 15
Creative Strategy…………………………………………………………………………………………………………..……………………………………Page 16
Teaser Ads…………………………………………………………………………………………………………..………………………………………………Page 17
Print Ads…………………………………………………………………………………………………………..…………………………………………………Page 18
Bus Stop Ads…………………………………………………………………………………………………………..…………………………………………..Page 19
Mobile App and Contest………………………………………………..………………………………………………………..………………………Page 20
Kiosk…………………………………………………………………………………………………………..………………………………………………………..Page 21
Billboard Ads…………………………………………………………………………………………………………..………………………………………...Page 22
Guerrilla + Viral…………………………………………………………………………………………………………..………………………………..…..Page 23
The Integrated Marketing Campaign..………………………………………………………………………………………………………….Page 24
Par t Two : Creat ive Campaign
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Pos i t ioning S tatement
Creat ive Object ives
For women ages 22-‐32, OPI is the nail polish that has the color you want, when you want it
because only OPI understands the desire to have control over even the little things.
Objective 1: Product Variety Awareness! This is our primary
goal. Our target needs to be aware of all of the options the brand
provides for them to choose from.
Objective 2: Enhance consumer brand experience. We want to
make their interactions with our brand as simple and pain free as
possible.
Objective 3: Improve brand engagement. Using multiple
interactive media forms, we will reach out to our consumers and
become a stronger, more involved brand.
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T ime l ineTagl ine : Capture Your Colors ! With the “Capture Your Colors” Campaign, we invite
our consumers to entertain the idea that OPI has a
polish for whatever color they wish to “capture” for
themselves, whenever they want it.
The campaign runs on a year-‐long plan,
beginning in January and ending in December.
Check out the chart for a breakdown of when
each media platform will be running.
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Crea t ive S trategy
Viral and
social market
ing, as well
as contests
will keep th
e message
This campaign’s intent is to be personal and personalized
to the greatest extent possible. It will provide consumers with
the opportunity to get more deeply involved in their color
choices than normal. By doing this, not only will we
encourage loyal customers to interact more regularly, but we’ll
also be able to bring in new consumers when they realize how
much OPI is giving.
Campaig
n Cities:
Chicago,
Los
Angeles,
New Yor
k City, M
iami,
San Fran
cisco
A mix of interactive media outlets will
inspire engagement and participation Emphasis on our campaign tagline,
“Capture Your Colors” will keep everyone
remembering that this is all about product variety.
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T easer Ads
Shown during January and February throughout
the five major cities.
These simple but meaningful ads will be a
kickstarter to the campaign to get people talking
and visiting the main website to learn more about
what “Capture Your Colors” is all about.
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Capture Your Colors
P r int Ads
These ads will be run for the duration of the campaign, with
every fourth month running a special ad aimed at promoting the
winning line of colors chosen during the contests from the previous
three months (which you can read all about on Page 20!)
The concept behind the print ads is quite literal.
These women are reaching and stretching colors they
love off of objects, in order to “capture” them.
19
Bus S top Ads Our bus stop ads were created to be
interactive, because we all know how boring
just standing around can be.
When you press the button on the panel,
the color will be “captured” from the scene
and then displayed on the fingernails.
Out at the bottom pops a short swatch of
the color you just “captured”, and on it
contains a code that you may enter on the
main website for the chance to win a free set
of polish from a collection of your choice,
even a retired or limited edition line!
20
Mob i le App and Contes t We will be rolling out a brand new
smartphone app that takes the stress out of
searching for the perfect color, something extra
that has never been offered by any nail polish
brand out there.
When you see a color you love, anywhere, just
capture it with the app! OPI will let you know the
closest color match and also nearby places you
can buy it. Then share it with your friends!
Doesn’t quite match what you were hoping
for? Well, submit it to the contest and OPI just
might make it for you!
You may submit three times during each three-‐month
contest period. At the end of each month, the best colors will
be gathered and put to a vote on Facebook and Twitter. Two
winners will be chosen and in month four, a new 6-‐piece line
will be created, which the winners receive for free!
21
K iosk
During the second half of the
campaign, we will be placing OPI Kiosks in
major metropolitan malls.
Stand in front of the kiosk and line
your hands up with the sensors. The kiosk
will scan your skin tone and features.
Once that’s done, our OPI Kiosk will
provide you with a printed out color palette
that is personalized just for you.
OPI will partner with Covergirl to also
provide makeup suggestions as well.
22
B i l lboard Ad
The billboard ads will not be
constrained to the five cities and
instead will be positioned outside the
cities, along both main and
unexpected roads.
They will consist of a completely
transparent Plexiglas panel with
nothing more than the OPI logo and
campaign tagline written and placed
in opposing corners.
The purpose of the billboards is to really display the
essence of the “Capture Your Colors” campaign by
demonstrating that all of the colors you see within the
frame are yours, and OPI will help you catch them.
23
Guerr i l la+Vira l
We will be running a once a month
guerrilla portion of the campaign
beginning in July and ending in
November.
A wallscape will be chosen in each
city, and during the first week of each
month, a colorful mural will be painted
in one of the cities using only OPI nail
polish.
While this is going on, people will be
asked for short interviews in exchange for
a free sample of one of the colors being
used.
Small snippets (around 30 seconds) will be released on
OPI’s YouTube channel after each event, prompting people
to stay tuned for when the full documentary, that will be
viewable on OPI’s website when it is released in December. when
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The Comple te ly Integrated Market ing Campaign
Guerr i l la+Vira l
B i l lboards Kiosks
Mobi le App and Contes t
Bus S tops
Pr ints
Teasers
Capture Your Co lors !
25
D isc la imer
All intellectual property contained within belongs solely to the five creators of this campaign and may not
be copied or distributed without permission. OPI belongs to Coty, Inc. and we do not reserve any rights to
the brand or its name, nor do we earn any money from the use of it in this project.
Daniella Zuccheri 2012 ©
Aaron Metzler 2012 ©
Kyle Smith 2012 ©
Chikara Imura 2012 ©
Terrell Johnson 2012 ©
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