Exhibition of charm and sexuality: When advertising massacre branding image!!!

1. Exhibition of charm and sexuality: When advertising massacre branding image!!! Joanna PAYET Jémina DACIEN Mélanie THELLIEZ Laetitia RODRIGUES

2. FOR FOR

3. I- Problem statement:

4. Birth or AUBADE: 1968 In 1968, that AUBADE launches its first advertising campain. The slogan: « for these moments of tenderness, Aubade, your discret accomplice ».

5. Creation AUBADE’s lessons :1992 Since 1992, Aubade inaugurate a new advertising compain who dispenses « Lessons of seduction » but thongue-in cheek. Lesson n°28: To set an ambush Lesson n° 84: Poison his existence

6. Creation AUBADE’s lessons:1992 Lesson n°52 Strengthen ties Lesson n°85: Precipitate its downfall Lesson n° 73: To reveal the use of his senses

7. From new to nude:2008 But comes a time when this advertising compain has less and less effect on consumers. So Aubade will suprise by the new, daring a particulare style of Nude, keeping the lessons. Lesson n°1: To reveal a secret Lesson n°3: Amuse oneself whith no Lesson n°2: Test his resistances

8. From new to nude:2008 Negative consequences of this campain: This new advertising compain didn't have the same effect as that of 1992 . Indeed,it’s provoked a scandal…

9. II- Objectives of the compaign:

10. To censure advertising even if we have paid the compain for 4 month • We prefer lose money and revive a new advertising. • To apologize for this advertising to the public: we never supposed that these pictures could schock. • Send apologizes to ours subscribers with gift token and discounts • Send a excuses’ newsletter and a mailing for our data base

11. III- Audience analysis:

12. Last Aubade’s campaign caused effects on several category of people : • Women : shocked and disappointed • Men : have many accidents • Children : harmful for them

13. IV- Actions recommanded:

14. Front of this scandal and the fall of the turnover, we decided to react in order to promote Aubade’s image and to restore Women’s Humanity. • That’s why, we decided to change the publicity agency and develop a new advertising . In fact, we are going to do a poll because we want to know your opinion about our new campaign • Your opinion are important for us: Aubade is for you.

15. With this new compaign : • We want to erase the present compaign • We want to show that all women can wear Aubade • Dont’ mind her age, physical, skin, profesional activity… • Create buzz on our new website in order to urge people to see the new compaign

16. Former compaign: Former compaign:

17. Present compaign: Present compaign: Lesson 32: Conduce to meditate

18. New compaign: New compaign: Lesson 79: Be yourself Lesson 80: Remain attractive Lesson 83: Be mother, benice Lesson 81: Generate his emotions

19. V- Communication media

20. Above the line

21. MAGAZINE Lesson 83: Be mother, benice

22. Double page

23. Show our new compaign in women’s magazines in order to : • Catch the target • Conduce to buy • Press magazin its an important support because lots of people buy magazine. Its a big impact on our target

24. BILLPOSTING

25. Bills are the most important support in our compaign because ratio activity is very large: • « All people see our advertising »

26. Below the line

27. INTERNET Internet

28. MINI WEBSITE

29. Makeover of the website and a new address: • More attractive and modern start page with new pictures • Present the new compaign • www.aubade.net : This new address should particularly target the Europeans and senbilized them

30. VI-Press release

31. « We are very apologize for this compaign, we didn’t want to shock people. This compaign its just a new trend for our society,, for catch people which are more and more submerge by ads. So, in order to erase this compaign, and to give you a better brands’ image, we have take a new communication axis; With this slogan: «  Seduction it’s for all women » We hope that this campagain will be support by you ( the media) and people… Thank you! »

32. Thank you for your attention!!!