The advertising and branding module has drawn to a close and was finished up with a full day of presentations, we put forward our ideas and solutions for the Fedrigoni brief and all in all I think it went well considering pre-presentation jitters and keeping the whole thing non-digital.
Just to reiterate we came up with a three part campaign in order to promote Fedrigoni’s new ‘imaginary colours’ swatch range.

Magazine insert

An ad would run through various high-end design publications such as Creative Review, Eye and Wallpaper*, Creative Review in particular has a reader circulation of 60,000 per month and each issue is passed around an average of 3.2 creatives, the majority of which would be in our ‘design professionals’ target audience. It would be an A4 full page, printed on thicker stock & made up of layered cuts of their paper – much like a swatch book itself – in order to bring more attention to it and have it stand out against its’ competitors. There would be 4 different versions of the ad, each with a different colour ‘mood’ that Fedrigoni are releasing – cool, warm, neutral and black and white – so if two copies of Creative Review were side by side the advert may be different in each one. This allows some variety with the advert without further cost of having all 4 ads within one issue. The tagline reads ‘A taste for every mood’ putting across the message that Fedrigoni offers a colour for every purpose, followed up by ‘The original Italian Classic since 1888′ this is in keeping with the traditional Italian values that Fedrigoni stands for, and as we brainstormed what we associate most with Italian culture we came up with food (think gelato, pizza etc) and so applied a recognisable food stuff on each advert depending on it’s mood (Cool = Ice Cream), this also allows the reader to see how ink prints onto the paper itself.

Direct Mailout 1/2

The second part of the campaign is a direct mailout that would apply automatically to all subscribers of such magazines (as stated above) aswell as existing and possible future clients of Fedrigoni. The item posted out would be a very sleek, clean black box made of thick black card stock, with the Fedrigoni logo embellished on the top, upon unpacking the box there’d be a slide pocket holding 4 recipe cards, each in a different colour mood and layered up similar to the style in the magazine ad. The same foods would appear on them with a recipe on the back, we thought this would work well as we wanted something that would allow the client to feel the product themselves, provide them with a sampler of the final product and want to keep rather than dispose of straight away. We found out that Fedrigoni is a very personable company and often holds events/promos with their clients, offering food/drink so we figured it could always be followed up with this via an invitation.

Direct Mailout 2/2

The final approach would be yet another direct mailout which would arrive around a week or two after the recipe cards, this would be a colour dial allowing the user to match up colours that would work well together and build up a sense of the swatches they could form if they purchased the Fedrigoni Imaginary Colours range. This would be accompanied by a postal form that they can fill in and freepost to order the product direct, all kept non-digital. We used the AIDA marketing tool to full effect in this campaign and believe that our approach could work well and attract attention to Fedrigoni’s new product.

So comes an end to this module, it surprised me how much effect brand loyalty has on our everyday lives and the realisation that advertising can steer us in certain directions from such a young age, which in turn can affect our lifestyle choices and who/what we choose to surround ourselves with. Don Draper would be proud.