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By Lauren Henley, Eva Cheng & Ellen Maulder

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Contents

The Brief .. p. 3 Research .. pp. 4 - 9 Insight into Rolex p. 10 Idea Formation . pp. 11 Initial Ideas . p. 12 Initial Designs pp. 13 -14 Final Idea .. pp. 15 -16 Development p. 17 Final Campaign .. pp. 18 - 24 Campaign Timeline .. p. 25 Powerpoint Print Out p. 26 Other Attachments p. 27

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Original BriefA selection of big name brands have decided (possibly unwisely), to extend into new product territory. The client requires you to create an advertising campaign to sell the new product line or service, by utilising the qualities that the brand have built over many years. It has been decided that the campaign should be based around a TV/film spot of 30. But as with every campaign today, the idea must be integrated, with thought given to how it might work on other platforms or in other media as the campaign rolls out. You will need to: 1. Research the brand, its history and position and acquaint yourself with all the brand qualities that are associated with it. 2. Research the market place that the new product will fit into, assessing carefully the competition and how the new product might best stand out. 3. Use idea generation ( ideation techniques ) to find the best possible solution to the brief and work the idea up to storyboard level ( at least ). 4. Create visuals to show the idea working and extending across media and so outlining a marketing strategy for the future.

Creative BriefRolex is looking to expand their brand to a wider market, this unknown territory is yoghurt. It is our job to create an advertising campaign to launch and sell this product to the general public by researching Rolex as a brand and projecting these key brand identities within the advertisements and the product. The campaign should establish a target audience which includes not only Rolexs existing customers but also aspiring Rolex owners. The campaign must contain a compulsory 30 second film/TV broadcast but can also incorporate any other appropriate mediums throughout the campaign which should encompass Rolexs key themes and features. The campaign should also include: Research of Rolex since it began with key dates and events throughout the brands history that may be useful in the up and coming campaign. Research of Yoghurt brands and how Rolex with compare to these as both a brand and yoghurt. Range of ideas for the product and campaign. Create at least a storyboard for the video and develop a range of ideas Make sure it is clear what the working idea is and how it will be extended through a range of mediums if necessary.

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Research Rolex

In 1905 Rolex was established in London by Hans Wildorf and his brother-in-law Alfred Davis under the name of Wilsdorf and Davis. The company then relocated to Geneva in 1919 because at the time it was renowned for its watch making. Rolex had entered into the watch market as a huge game changer when it began its development of the first waterproof watch. This began development in 1926 and was given the name Oyster (Now a major collection from Rolex.) This then lead to marketing for the brand and this watch from 'The Cross Channel challenge, in 1927 the watch made it across the channel on the wrist of Mercedes Gleitze and remained in perfect working condition after the swim which lasted over 10 hours. After this prestigious event Rolex published a full-page in the Daily Mail announcing the success of the watch. After the initial swim over the channel the watch was then tested by a team flying over Everest in 1933 with fantastic results when the crew were all highly satisfied with the quality of the watch. In 1931 Rolex stunned the watch world yet again by creating the worlds first self winding mechanism with a Perpetual rotor. This watch design is now used in every modern day automatic watch.

Next it was the need for speed, Rolex joined Sir Malcolm Campbell on the 4th September 1935 to set the world land speed record of over 3,000 miles per hour at Bonneville Salt Flats, Utah. Sir Malcolm Campbell even wrote a letter to Rolex thanking them for the watches high performance informed them it was still working perfectly under strenuous conditions. Dadejust was another extraordinary leap for Rolex and the Oyster collection, displaying the date in a window on the watch face. This revolutionised the watch collection therefore making 1945 an important year for Rolex and their developments in the watch industry. 1947 saw the puzzle of the mystery man, Hans Wilsdorf presented the Datejust to a mysterious gentleman he described as one of the greatest figure of time in celebration of the 100,000th officially certified chronometer.

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Research Rolex

In 1953 Rolex decided to create a set of watches intended for professional activities including deep-sea diving, mountain climbing, aviation and scientific exploration, this therefore created enthusiasm for the watch and Rolex

became known as the watch of achievers. !The Explorer: Equipped with Oyster perpetuals, Sir John Hunts expedition made it to the summit of Everest in 1953, then following this in 1953 the Oyster perpetual Explorer was released after the inspiration gained from the adventure up Everest. !The Submariner: This was the first divers watch released in 1953 which was waterproof to a depth of 100 metres. !The Day-Date: In 1956 the Oyster perpetual Day-Date was released, this was the first wristwatch to display both the date and the day of the week on the watch face. !The Milgauss: In 1956 CERN, the European Organization for Nuclear research confirmed that The Milgauss watch could resist magnetic fields of up to 1,000 gauss. !Rolex as a brand is associated with elegance and luxury. It is something to aspire to own, a timeless essential. They target upper class males over 35 meaning they are more likely to have money to spare on a Rolex or be able to save

up for a Rolex as a peak of success. !

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Research Rolex

Rolex Events !

- Formula 1 - Monte Carlo Rolex Masters

- Official Timekeepers for Wimbledon - The Metropolitan Opera

- The Vienna Philharmonic Orchestra - Bloodhound SCC

- Chio Aachen World Equestrian - The Masters - Rolex Sydney Hobart Yacht Race !

The events Rolex sponsor are those associated with upper class and also with the action and adventure aspect of their brand.

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Research Yoghurt

Yoghurt is a fairly standard food product with nothing particularly fancy about it. Yoghurt is created through the bacterial fermentation of milk - fancy. Yoghurt is rich in protein, calcium and many vitamins and has been known to have many health benefits. There are a range of yoghurt producers from own brands to some more expensive brands. There are also a range of flavours, textures and organic variations including frozen yoghurt which has become increasingly popular in recent years. From our research into the UKs top yoghurt brands, we found that Muller, the countrys top brand offered a more luxury yoghurt with a range of flavours and options such as childrens ranges and a lighter range while Activia, the second best, offers a healthy yoghurt that aids digestion, this is also available in a range of flavours but is mostly eaten for its digestion aiding qualities. From this research it gave the option of luxury or healthy yoghurts, as Rolex is seen as both a luxury product yet also well known for its adventure meaning a healthy lifestyle. ! !

Top 10 UK Yoghurt Brands!1. Muller 2. Activia

3. Muller corner crunch 4. Actimel

5. Yeo Valley 6. Onken

7. Weight watchers 8. Cadbury (Muller)

9. Benecol 10. Rachel's

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Market Research of the Yoghurt Industrys Growth from 2013 - 2014 Total yogurt expenditure has increased by 7.4% to just under 1.5 billion. The average price per kg of yogurts has increased 4.0% year-on-year (YOY) to 2.49/kg. Volume sales of yogurts grew by 3.3% YOY to just under 593 thousand tonnes. Both private label yogurts and branded yogurts have posted volume growth of 3.3%.

(Taken from The Dairy Co, Market Information, Yoghurt Market 2014)

Research Yoghurt

How this is relevant to our campaign: More people are buying yoghurt products, meaning a larger market for sales. The average price per kg of yogurts increasing means that prices can be higher. A growth in volume of sales mean it is likely that Rolex will sell more products. Luxury yoghurts have the second highest market spend and the third highest volume of

sales, meaning that Rolex will be able to charge a higher amount and sell more yoghurts in a luxury market then if it entered a childrens, plain or low fat market.

The frozen yoghurt industry saw a boom of 74% growth from 2011-2013, so perhaps frozen yoghurt would be a good avenue for Rolex Yoghurt to explore if it wants to stay up to date with current market trends.

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Insight !The main insight we found from this research is that 2019 marks 100 years of Rolexs move to Switzerland. This therefore would make the perfect time to release the yoghurt to celebrate the occasion. We decided to create a frozen yoghurt due to its up and coming popularity. This would also allow us to be creative with colouring and flavours and appeal to a wide target audience, combining the class and elegance of Rolex with the up and coming appeal of frozen yoghurt. We also decided that the product would need to stand out from others, it would need a more elegant identity and the packaging would have to be more luxurious than any other yoghurt. !For the campaign we decided to go with a more low key advertising campaign to reflect the exclusivity and superiority of the brand. We would create a website only accessible through a QR code entitling the audience to a sneak preview of the commercial. Therefore the build up campaign would be a secretive one and build suspense for the launch of Rolex Yoghurt. We want the campaign to be exclusive as this is the main theme which consistently recurred during our research.

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Idea Formation

We used word association to formulate ideas about both the rolex brand and yoghurt products, these ideas came from automatic reactions to the key words Rolex and Yoghurt. !Using the results, we tried to formulate a product where the elements were combined, this proved difficult because the words are the complete opposite to each other, with one being luxury and one being incredibly mainstream.

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Initial Ideas ! During our idea formation process we decided to aim for 6 ideas. ! F1 - from our research we found that rolex were the official time keepers of the F1, we thought the yogurt could specifically target the F1 market which can be sold at F1 races

! Due to rolex sponsoring many exhibitions creating a morning yogurt which provides energy and nutrition for the budding exhibitioner and golfer.

! Following Rolexs sponsoring we noticed that they sponsor the opera and F1, where we could sell the yogurt.

! The female market is not directly targeted by rolex, we thought of trying to target the female market to increase brand awareness.

! Create a yogurt based on male desires e.g. alcohol flavours but not to be associated with the F1. ! Create a frozen yogurt, to keep up with the modern day changes.

!During our idea formation process we decided to aim for 6 ideas, these are:

Based on our research, we have decided to create two variations of Rolex Yoghurt, one which will be sold exclusively at events, and one which will be sold in stores.

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Initial Designs

!These designs are for the packaging of an exclusive product which will only be sold at Rolex sponsored events. Each design reflects a different event or idea.

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Initial Designs

!These designs are for the in store packaging of Rolex Yoghurt. The pots are adaptable between normal yoghurt and frozen yoghurt. Each packaging designs relates to a different style of supermarket, to cater to different consumer demographics.

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Final Idea Using a combination of ideas 3, 6, and 5, weve decided to create a frozen yogurt within a whiskey glass to be sold at the operas which are sponsored by Rolex Why a whiskey glass? By using a whiskey glass, Rolexs target market can easily be met. The idea of being able to keep the glass adds more value to the product and creates desire for the product (if it were to be sold for a limited time). Where will you sell the yogurt? The idea is to sell the product within the opera which rolex already sponsor, Rolex is an exclusive partner to The Vienna Philharmonie Orchestra (2008). They are also an exclusive sponsor of the New Years Concert and so this is where we would launch the product. We will also sell the product in Harrods. Why launch it at the Opera? Not only because of the sponsorship, but the people who attend the opera are more likely to purchase the product. Rolex encourages individual excellence and the pursuit to perfection. Perhaps sell the product exclusively at the New Years Concert in Whiskey glasses, then sell the product in Harrods during January.

The Product: Rolex Yoghurt will be a low fat, frozen yoghurt which contains flakes of edible 23 carat gold leaf, this will only add to its luxurious nature.

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Final Idea We will use leaflets given out in Harrods to build excitement for the campaign, these leaflets will feature little information about the product, purely showing the slogan Experience the luxury at Harrods alongside the Rolex logo and a QR code which will take the consumer to a website which feature only the Rolex logo and the 30 second campaign advert, leaving the consumer to decode the leaflet. The hope for this campaign would be that a buzz is created around the launch of the yoghurt, particularly online as it is likely that websites such as Twitter could really help spread excitement about the products launch at Harrods. !On the right are a few examples of designs we created for the leaflets..

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Packaging Design Development

Above are the designs and prototypes for the packaging for the ice cream when it is sold in Harrods along with a design for the Whisky glass and a photo of the prototype which we had made. Unfortunately, the prototype did not arrive as expected and we were un able to get the logo onto the glass, ideally the glass would have featured the Rolex logo and featured an etched rim.

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Final Packaging Designs

These are our final designs. We decided to abandon the rimmed edging on the whisky glass as we felt that the smooth edging gave the glass a more timeless look. !We also decided to go for a more simple design for the Harrods pot as we felt it gave continuity to the product, what with looking similar to the glass.

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Final Campaign The Vienna Launch

Rolex Yoghurt will be released for the first time on the 1st January 2018. The reason for the delay in the launch is to build suspense and also due to this date being the 100 year anniversary of Rolexs move to Geneva. We knew that Rolex cpuldnt just bring out a yoghurt for no reason, all of their adverts contain the slogan This is the only thing we make, and the only thing we will ever make, so there had to be a reason. That reason? Celebration. The yoghurt will be released in a sapphire crystal whisky glass, the same material used to create the glass on all Rolex watches, at the Vienna Philharmonic Orchestra's New Years concert, which sponsored by Rolex. Only 100 Rolex owners will be invited to the event and they will be chosen from the owners who live in London. Guests who are invited will receive a letter informing them of the event but this letter will not disclose any detail about the product.

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Final Campaign To Whom it May Concern.

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Final Campaign 30 Second TV Spot

This is our storyboard for the thirty second spot. The spot will appear on TV and the Rolex Yoghurt launch website, which can be access via a QR code on the back of the Harrods launch leaflets. !The video will feature a black background with a rotating empty whisky glass, the glass will slowly start to fill up while rotating slowly to display the Rolex logo engraved on the glass, the logo will the come to the forefront of the screen as the glass fades away and we simply see the logo with Exclusively at Harrods' written underneath. The video will then fade to black. The video will feature closeups of the special aspects on the glass as it rotates, such as the gold flakes and sapphire glass. Habanera from George Bidets 1875 opera Carmen will play in the background, this is to add dramatic effect but also to reference the opera event which the product launched during.

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Final Campaign Harrods Launch

Above is the design for our leaflet which will be handed out in Harrods of London before and after the product is released. Each leaflet will be sealed with a high quality golden Rolex sticker and crafted from the finest card. The leaflet features a QR code on the back which will take the consumer to a website which shows the 30 second spot. In addition to this, the staff handing out leaflets will inform Harrods customers that they have the opportunity to win a Rolex by purchasing one of the 4,000 yoghurt pots which will be sold exclusively at Harrods throughout 2019. The reason we have decided to only release 4,000 yogurts in 2019 is to represent the 4,000 watchmakers but also, so that Rolex can test the waters with their new product rather than leaping into the market, due to it being such a change from selling luxury yoghurts.

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Final Campaign Poster

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October Charity Poster

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Campaign Timeline

1st June 2018 - Letters will be sent to 100 rolex owners, to represent the 100 year move, within London inviting them to experience the Vienna Philharmonic Orchestras New Year concert on the 1st January 2019. Also on this date, the billboards and print ads will be released. !1st Jan 2019 - Launch of the frozen yoghurt with the exclusive Rolex glass at the Vienna Philharmonic Orchestras New Year concert. !2nd Jan 2019 - 30 sec spot of frozen yoghurt is released on the website and on TV, mentioning the exclusivity to Harrods. Harrods will only release 330 of their 4,000 pots each month, this will extend the campaign into a year long project aswell as adding to the exclusivity. This date will also mark the release of billboards and print ads of the Rolex frozen yoghurt in the glass. Leaflets begin to be distributed within Harrods. !Oct 2019 - Release of Breast cancer awareness frozen yoghurt - targets the female market.

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Powerpoint Print Out

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Attachments