campaign planning 1

morgan rolt w1688805 sane communications

campaign planning for industry - individual project

 2 campaign planning

contents page
3 Why Ace & Tate
4 Introduction to the brand
6 Brand Identity Prism and brand image
9 SWOT Analysis
10 Unique selling point
11 Target customer and pen portrait
13 Competitors
15 Sustainability
16 Creative fund
18 Products
20 Previous collaborations
21 Stores
27 Ways of communication
29 Website design
30 Social media analysis
32 Previous campaigns
35 Emails
36 Events
38 Mintel research
42 Concept ideas
46 Sensory marketing research
54 Colour psychology
60 Experiential marketing research
65 Promotional materials
68 USP and justification
70 References
campaign planning 3 brand introduction

In this project I decided to focus

on the brand Ace & Tate. The main
reason is because in the future I
would like to work in the digital
marketing field. Ace & Tate
mainly focus on this type of
marketing and are very succesful
in doing so. This project will allow
me to learn more about digital
marketing strategies they use and
why they work.
brand introduction 4 campaign planning

introduction to
the brand
Ace & Tate was founded in June 2013 in Amsterdam, The Netherlands by Mark de Lange
and Camiel de Lange van Bergen. It has grown from a small start-up company to an
international business. Currently they have 27 stores in seven countries and a revenue of
over 10 million dollars a year. In the future they are planning to expand into America.

The company designs, produces and sells their own glasses and sunglasses. They design
fashionable and modern glasses, with prices beginning at £98. Free eye tests are also
offered.

The main mission of the brand is to disrupt the eyewear market and to change the way
people perceive and purchase glasses. It was created with the idea that changing
eyewear should be as simple as changing your shoes. It has clear that Ace & Tate take a
customer-centric approach and that they focus on digital marketing.
campaign planning 5 brand introduction

brand history

The company began after co-founder, Mark de Lange, went on a trip to New York City.
While on his trip he found a new pair of glasses from a boutique which were
contemporary and not a traditional designer style. After returning to Amsterdam and
getting his prescription lenses fitted he realised how expensive the process was of
acquiring new eyewear. This experience gave him the idea of creating his own company
which would cut out the middle-men and would allow consumers to access modern
eyewear for a lower price point. Mark also realised that while he could change his outfit
for various occasions, his glasses would always remain the same.

To begin his research into the industry, de Lange visited multiple optical fairs in Europe,
including Mido and Silmo. While there, he tried to find a partner to manufacture the
products for the company. A lot of people rejected the idea, however they did
eventually find a company to work with which was based in Northern Italy and is a
family-owned business.

From there, they located a factory, gathered funding, worked out a business plan and
began to produce their first collection. Deciding what materials to use was a big decision
for the brand, they ended up on choosing acetate. This is what the brand’s name was
inspired by.

Ace & Tate now works with a Chinese manufacturer as well. Despite being in China, they
still create high quality products which are are at the same price point.
brand introduction
brand identity
prism
Clear, sleek logo which includes
their own ampasand character
which was stylised
specifically for the brand.
As a primarily
online-based
brand, Ace & Tate
maintains a
relationship with
it’s customer’s
through it’s wide
range of social
channels. The
brand places
emphasis on the
importance of
providing
exceptional
customer service.
The brand typically
attracts a younger
customer who cares about
aesthetics and whether their
glasses suit their personal style
and personality or not.
6 campaign planning
Identifies themselves as modern,
friendly, dynamic brand. They
are inclusive and welcome
people from all
Physique Personality different backgrounds
and cultures.
Ace & Tate claims
their main aim as
a brand is to
“disrupt the
eyewear industry”
by modernising
the market and
Relationship Culture
creating products
based on design
and aesthetics,
rather than just
simply on
functionality and
health.
Ace & Tate is for
Reflection Self-image
consumers who want to
be unique and have their
own personal style. They want
to stand out from the crowd and
not blend in.
campaign planning 7 brand introduction

brand image
Ace & Tate is a company that likes to view themselves as a community, both in the
workplace and how they interact with their customers. They are an inclusive company
which celebrates individuality. Through their products, Ace & Tate want to encourage
their customers to experiment with identity and build their confidence. It is an irresistibly
warm and friendly company.

From the outside, Ace & Tate is not immediately recognisable as being an opticians.
They do not embody the typical health-based, clinical aesthetic that traditional opticians
do, instead they focus on creativity and expression.

Independence is a core value of the brand as they like to emphasise how they differ
from other companies which sell eyewear products. Ace & Tate is for people who don’t
follow the rules and people who like to experiment, so they embody these
characteristics as a company. It has been proven that this approach is working as repeat
purchases for the brand are five times higher than the industry standard.

“We believe that glasses are not just a medical device but
a very personal fashion accessory and we wanted to
encourage wearers to own more than one pair, in the same
way you would own more than one pair of sneakers.”
brand introduction 8 campaign planning

company values
“The retail staff and customer experience staff represent
the company’s core value of gaining trust and we’re taking
time to guide a consumer along to find the right style for
them. That element of trust is big for [sales] conversion.”

Customer experience is one of

the most important elements of
Ace & Tate. They want consumers
to have the full brand experience,
both online and offline, and they
want it to run as smoothly as
possible. Customers are able to
try on the glasses in showrooms
and are able to seek advice from
trained employees to figure out
what what suit them best. They offer
services which make online and
in-store purchasing as simple and
efficient as it can possibly be. By
focusing on the customer’s
experience, Ace & Tate are able
to differentiate themselves from
other stores which sell similar
products and services.
campaign planning 9 brand introduction

SWOT analsyis
Strengths
Very successful in digital marketing as this is
where they primarily built their customer base.
They make it very clear what their brand
personality is, what image they would like to
portray and who their target audience is through
their store design, promotional materials, etc.
Release unique, creative-based products.

Weaknesses
Currently only available in certain European
countries, they are yet to launch in America, Asia,
etc. which would maximise their profit.
Many people still will not purchase eyewear when
they have not tried them on in-store and had their
eyewear fitted by a professional.
At risk of alienating older customers.

Opportunities
E-commerce stores are growing by the day as
more and more people shop online. Online
shopping is only going to increase so the
company will grow as more people get on board.
The eyewear market is expected to continue
growing significantly over the next few years as
population increases.

Threats
Traditional retailers are beginning to follow suit
and have begun to introduce technology into
their physical and online stores which is similar to
that of Ace & Tate making it more difficult to
differentiate between the companies.
Currently Ace & Tate only have a very small
market share compared to larger chain opticians.
brand introduction 10 campaign planning

unique selling
point

Ace & Tate is company that was created with the idea of disrupting the eyewear market.
Therefore there are many different elements of the company which makes them unique.

One main thing that sets the brand apart from it’s competitors is that it offers a ‘Home
Try-on’ service. This is where customer can select up to four pairs of glasses which they
would like the try. These glasses are then delivered to the customers house where they
then can try on the glasses and decide which pair they would like the purchase. This
service is offered completely free of charge.

Compared to other traditional opticians, Ace & Tate immediately stands out. Instead
of being a plain, stark white room with walls of perfectly aligned glasses, Ace & Tate’s
stores are all designed to be unique and offer the customer an experience like no
other. Each of the stores has its own individual design concept which includes a mixture
of technology, interesting interior design and fascinating product displays.

One of Ace & Tate’s unique selling points is that they offer stylish, high-quality eyewear
which is of a lower pricepoint then other traditional opticians. This is because they cut
out the middle-man and produce all of their own products from initial design to
shipment. This goes against the business model that the eyewear market previously had,
making the brand forward-thinking and more considerate of their customers.
campaign planning 11 brand introduction

target customer
and pen portrait
Through their brand image and marketing materials it is clear that Ace & Tate targets a
younger, more style-conscious target audience. Previously they have stated that the
average age of online customers is under 30, while in-store customers are even
younger. As most of their promotional materials are online-based, customers will be
individuals who spend a lot of time on social media and are aware of smaller brands
that are emerging.

Ace & Tate has stated in the past they launch in new cities rather than in new countries.
All of their stores are in major European cities so they target consumers who live in
metropolitan cities via their physical stores.

This is Ellen, she is 26 years old and lives in London. Her

current job is a design assistant at a fashion branding
agency.
Ellen is very interested in the creative industry, she enjoys
graphic design, communications and interior design. In
her spare time she enjoys attending fashion events and
and visiting new cities where she can gather new
inspiration.
Ellen mainly shops in Monki, Whistles and Weekday. She
purchases most of her clothes from high street stores but
prefers to invest in higher quality accessories.

This is James, he is 28 years old and is from Manchester.

He works as a journalist at an urban magazine which
focuses on skateboarding.
As his work is very demanding, James spends a lot of time
doing research for his articles and interviewing new,
upcoming talent.
Aesthetics are very important to James and he prefers to
invest in pieces which are very design-focused and match
his personal style. He likes to stand out amongst the
crowd and likes to shop at young brands which he finds
on Instagram.
brand introduction 12 campaign planning

consumer
moodboard
campaign planning 13 brand introduction

competitors
Warby Parker
An American-based brand launched in 2010.
Ace & Tate and Warby Parker are very similar
businesses and follow similar business models
as they are both digital-focused eyewear brands.
Currently, the brand is only available in America
and Canada, so it isn’t a direct competitor of
Ace & Tate.

Ollie Quinn
A UK-based boutique opticians that offers a
range of different eyewear and sunglasses. They
have multiple stores in cities across the UK
including Leeds, Bristol, Brighton and seven
stores in London. The brand also ships
internationally to America and Canada but with
high shipping fees.

Persol
An Italian luxury eyewear brand that has a
number of stores in London. They create glasses
and sunglasses which are more traditional styles
and focus around great craftmanship. Persol
offers a feature on their website where you can
engrave your glasses so that they are
personalised and one of a kind.

Oliver Peoples
This is an American brand based in Los Angeles.
They sell luxury prescription glasses and
sunglasses at a high price point. Oliver Peoples
regularly collaborates with well-known fashion
brands to create special collections, these
include Re/Done, The Row, Byredo and
Assouline.
brand introduction 14 campaign planning

positioning map
high priced

health creative
focused

moderate price

This is the positioning map I created which reflects the competitors of Ace & Tate. The
brands have been measured in terms of creativity compared to health-focused, and
pricing has been compared. Ace & Tate have been rated the highest in terms of
creativity as they are the brand which places the most emphasis on this characteristic.
This is demonstrated through their marketing campaigns and brand identity. Specsavers
has been listed as the highest in terms of pricing, this is because they carry many
designer brands including Dior and Chanel. The main three opticians - Specsavers,
Vision Express and Boots Opticians - are all more health-focused and they have a more
clinical aesthetic.
campaign planning 15 brand introduction

sustainability

Ace & Tate like to market themselves as being a transparent company, therefore they
are very open about how currently they are not a sustainable company and what they
are doing wrong. They admit that they could be doing better to protect the
environment and produce less waste, so have created a set of goals for themselves.
These include …

1 - Make 35% of the collection from bio acetate by the end of 2020. 
2 - Remove all unnecessary packaging (like paper cards and boxes) by 2020.
3 - Produce all packaging from 80% recycled materials by November 2020.
4 - Have Code of Conduct signed by factories they work with indirectly, e.g. acetate,
lens and metal suppliers, by July 2020.
5 - From October 2019, 5% of their collection is bio acetate. Their goal is to increase
this to 35% in 2020.
6 - Reduce average emissions per frame by 10% in 2020, compared with 2019 and then
reduced further by 15% in 2021.

In addition, Ace & Tate track the emissions produced from each frame that has been
manufactured and then use this to calculate their total emissions per year. Changes
have been implemented to work towards solving this issue including the Ace & Tate HQ
and stores being ran on green energy.

In the future, Ace & Tate would like to produce fully circular glasses, meaning that they
would be completely recyclable and all of the materials would be able to be used
again. Steps have been taken towards this goal including the introduction of
biodegradable polymers being used to create the acetate, rather than single-use
plastics. The company has also collaborated with ‘Reflow’ to recycle acetate and lenses.
These will then be made into store furniture.

The money which has been saved by eliminating unnecessary packaging from the
process has been invested to assist in research towards more sustainable methods and
materials. Overall, the brand has realised the importance of sustainability and now
consider it in all areas of the company.
brand introduction 16 campaign planning

creative fund

“As a start-up, we flourished thanks to strong ties with the

creative community. Through these relationships we
experienced first hand how tough it can be for ambitious
creatives to get a leg up. The Ace & Tate Creative Fund
marks our commitment to this community by giving back
and helping launch original projects and individuals.”
One large element of the Ace & Tate brand is their ‘Creative Fund’. This is where they
use a proportion of the profits from each pair of glasses they sell to fund an emerging
artist’s work. The fund was started after the brand recognised that lots of artists and
musicians had dreams of fulfilling large projects, but didn’t have the funds to execute
them. The fund helps a wide range of artists who work in different mediums and have
different backgrounds, take risks to further their careers and work towards producing
the work they would like to with no boundaries.
campaign planning 17
brand analysis 18 campaign planning

products
“Our Amsterdam-based team of designers make future
classics, not short-term thrills.”
Ace & Tate aim to create eyewear which is not offered by any other affordable brand.
They want to produce a wide range of glasses which are modern and can suit all
different types of customers. They currently offer over 50 different styles for both men
and women which all come in a range of colours.

A main message the company promotes is that eyewear should be seen as an accessory,
rather than just a medical device. Eyewear should be interchangeable and styles should
vary depending on the occasion and character of the customer. Ultimately glasses
should be seen as an opportunity to show your personality and should be viewed as a
way to experiment with your style.

Although they produce contemporary designs, Ace & Tate reject the idea that their
glasses are designed around trend cycles. Instead of releasing new collections based on
the fashion calendar, they release them when they feel that the time is right.

Many of the frames designed by the brand are inspired by musicians, creatives and
artists. For example, the Frances frame is inspired by Kurt Cobain and is named after his
daughter, Frances Bean Cobain. This is viewed as a way for them to honour these
individuals and appreciate what they have contributed to the creative industry.
campaign planning 19 brand analysis

manufacturing
process

Ace & Tate choose carefully who they partner with to manufacture their products. They
only work with factories which share the same values of quality and ethical treatment of
staff. The factory must be well-experienced in the industry of eyewear and must have the
technical abilities to produce quality products. The company must be able to visit the
factory and transparency is a key principle they look for. Raw materials are provided from
facilities which are just around the corner from the manufacturing factories. All facilities
are visited regularly and Ace & Tate maintains strong relationships with all of them. A
‘Code of Conduct’ is in place which all factories and suppliers must follow. It states...

1 - No child labour
2 - No forced labour
3 - No discrimination, harassment and abuse
4 - Freedom of association and collective bargaining
5 - Respectful and safeguarded employment relationships
6 - Living wages
7 - Legal overtime compensation
8 - Reasonable working hours
9 - A safe and healthy working environment
10 - Environmental policy and transparency up to their standards

The design process usually follows the same routine. It will begin with a freelance
designer creating a conceptual theme for a collection which is then illustrated through
different shapes and colours. The next step is to create a sketch which will be laser cut
onto a carton which will show the basic template of the design. A technical drawing with
the exact measurements is then produced which is used to make the first sample. Any
changes are then implemented. A decision is then made whether to take the glasses into
production or not.
brand analysis 20 campaign planning

previous
collaborations
Applesap Fresh Music Festival
To celebrate the music festival, Ace & Tate
released two dedicated sunglasses. The new
designs were called ‘Tafa7a’ and ‘Apra’. The
designs were designed to reflect two different
cities; Amsterdam and London. To promote the
new collaboration, music artists from both cities
were chosen to be photographed in the two
new styles which were then released as adverts.

CMMN Sweden
Ace & Tate recently launched a unisex
collaboration with menswear brand, CMMN
Sweden, to produce six different sunglasses
designs. This includes 3 new frames called
‘LeMond’, ‘Neo’ and ‘Pris’. The ‘LeMond’ design
in particular was inspired by the technical and
futuristic appeal of cycling clothes. They come
with their own special storage bag.

Ashley Williams
Ace & Tate partnered with London-based
streetwear designer, Ashley Williams, to create
a new frame design in four different colours.
These involved ‘Esio Trot’, Obsidian’, ‘Beach
Bum’ and ‘Cherry’. The purpose of the
collaboration was to create a new frame which
was extremely bold and unlike anything that
Ace & Tate had previously released.
campaign planning 21 brand analysis

retail strategy
Ace & Tate use stores as a way of identifying a new target market. Initially stores are
designated as pop-up stores and then if it is successful, they launch a permanent
bricks-and-mortar store.

Ace & Tate have previously stated that 80% of their in-store customers are
completely new to the brand. This is likely because they have seen the stores when
passing by and was interested by their unique store display. After buying their first pair
of glasses, these customers will then become loyal to the brand and will continue to
shop at the store time and time again.

“It builds trust in your brand, it’s a physical location

people can go and touch and be in touch with the people
in store.”
The brand believe that starting as an eCommerce company has given them an
advantage when it comes to opening physical stores. They have already established
their brand identity and know what strategy they want to employ, this all informs the
store’s design. They also realise that nothing can compare to the physical experience
you have in store. Customers can pick up the product and see the quality, which they
can’t do online.

Customer behaviour is tracked by encouraging them to open personal accounts with

the brand. This allows Ace & Tate to keep track of what customers want and monitor
consumer behaviour.
brand analysis 22 campaign planning

online store
In terms of their online store, Ace
& Tate aim to primarily make
shopping for eyewear online as
innovative and easy as it can
possibly be.

Ace & Tate’s stores account for

the majority of their sales. As they
originated as an eCommerce
company, they would like to
increase their online sales.
Therefore they are now looking
into how their online stores can
“mirror the human version of
retail.” They aim to ultimately
create an ‘omnichannel’ where
their physical and digital stores
will cooperate together and will
allow the customer to have the
same experience.

The Ace & Tate store doesn’t only

offer an area for consumers to
purchase products, it also offers
useful services which would assist
the customer. This includes a
virtual try-on service and a
virtual eye test. This is a new
feature which was produced in
partnership with start-up
company, Easee, and the Utrecht
medical school. Customers will be
able to test their eyesight by
simply using either their
smartphone or computer. Another
feature of the online store is that
products can be added to a
wish-list on the customer’s
personal account. This information
is then used to create a algorithm
which suggests other alternative
styles that they may like.
campaign planning 23 brand analysis

stores
“We wanted to create an environment where they can
receive the best of optical service, but in a non-medical
environment – we felt that having an eye test at Ace & Tate
should almost feel like having a spa treatment. We’ve
designed the optician spaces accordingly, as places to
unwind and relax.
The brand now has multiple stores in Europe including in London, Manchester, Munich,
Berlin, etc. They are constantly planning on expanding further and opening more stores.
They favour launching in metropolitan cities, rather than in countries. Ace & Tate is also
available in selected department stores and online stores.

All of Ace & Tate’s stores are designed so that they share the same fun, contemporary
nature that their products have. They view them as an extension of their brand identity.
Each store has it’s own unique design, which is produced in collaboration with a designer
or creative agency. The stores must inspire and excite their customers to make it a
memorable experience. Ace & Tate are continuously looking for new ways to improve
their retail experiences and fixing any problems they identify. Multiple services are
offered in the retail stores including eye tests and a same-day collection service.

Initially they believed that introducing stores would be a new marketing strategy but it
soon became clear that is is an important tool to acquire new customers.

Ace & Tate are constantly introducing new technology into their physical stores. The sole
purpose of this is to allow customers to be having a better experience when shopping
the brand. The company do not identify themselves as being a tech company, instead
they are a ‘tech-enabled brand’. One tech feature that is in selected physical stores in ‘Lift
& Learn.’ This is an interactive screen that informs customers about the process of the
optical process.
brand analysis 24 campaign planning

amsterdam
flagship store

Ace & Tate’s flagship store in the Netherlands was originally opened as a temporary
pop-up store in June 2015.

Three years after the Amsterdam store first opened, it was closed and renovated. This
was to align the store with the brand’s image further and to make it cohesive with the
style of the brand’s online store. The new design was created in partnership with
S-p-a-c-e Projects and Pepijn Smit. They envisioned the new store to be a place where
people can experiment with their style and experience a unique store atmosphere.

Features in the store include a bright white, tiled exterior which stands out amongst
the rest of Amsterdam’s buildings. An interesting feature is a ‘vending machine’ on the
wall outside the shop. It allows customers to return sunglasses while the store is closed
as it is online 24/7. The machine reads the QR code on the glasses which stores all of
the transaction details. This concept is similar to that of the famous Dutch fast-food
restaurant, Febo, which is positioned just across the street.

Inside the store, it is organised via designated colour zones of oranges and blues. The
walls in the store are adaptable and are able to be moved when there is an event or
exhibition in the store.
campaign planning 25 brand analysis

london stores
The Soho district in London previously had a reputation for voyeurism and peep-shows.
Ace & Tate decided to play on this idea when they designed this store. The Brewer Street
store was designed in a way which allows passers-by to look into the store and be able
to see all of the rooms from one perspective.

One main feature of the store is a pair of neon eyes on the back wall of the store. The
eyes open and close as the store closes and reopens each day. Overall the store is bright
and spacious. It does not look like a typical opticians, it instead is more like a high-end
designer shop.

Ace & Tate also have a shop in London on Hanbury Street, which is in close proximity to
Spitalfields market. The brand chose this location due to it being close to independent
boutiques and it is in a very creative area of London.

The design of the store was created in collaboration with artist, William Luz. One of the
main features of the store is the mural dedicated to the creative and urban culture of the
nearby Brick Lane.
26 campaign planning
campaign planning 27 communication

ways of
communication
The majority of Ace & Tate’s marketing is digital based. They have now began to
experiment with print and outdoor marketing in an effort to “humanise the brand”.
Introducing this into their marketing mix has allowed the brand to create a bigger
impact at a larger scale. Ace & Tate have admitted that it took them a while to adapt to
traditional forms of media and advertising as they didn’t have the skills in-house to
deliver effective outdoor campaigns. Before 2017, they had never bought a print or
outdoor advertisement. The brand has acknowledged that outdoor and print adverts
are best for customer acquisition, while digital and online adverts work best for
retaining customers and creating a relationship.

Ace & Tate are active on a number of digital channels including social media, email,
WhatsApp, etc. In terms of social media, they use Instagram, Twitter, Facebook, Youtube
and Pinterest. They use geo-targeting to target customer’s who live in proximity to their
stores and use behavioural targeting via Facebook to approach consumers who are
likely to shop at the brand.
communication 28 campaign planning

graphics style
In terms of the logo for the brand, it clearly embodies the personality and image of the
company. The font used is very clear and easy to read, it is also a very attractive font
which will appeal to people visually. The ampersand used in the logo, which links
together the two words in the brand name, has been specially designed for the brand.

“It tells people who we are, what we stand for and what
we offer: modern quality products.”

Ace & Tate’s colour scheme is very simple and understated. It tends to vary in terms
of their advertisements and social media, however their website has a colour scheme.
This includes multiple colours - mainly white, grey and blue with hints of other colours
throughout.

The font that they use in their communications and materials is very clean and simple.
Similar to their logo this also reflects the simplicity of the brand and the design-focused
products they release.
campaign planning 29 communication

website design

The Ace & Tate website is designed with easy navigation as the number one priority.
When first clicking onto the website, a toolbar with links to pages is immediately
visible. All of the images on the website are large, clear and product-focused allowing
the products to be clearly visible. The design of the website is basically squares and
rectangles pieced together to create a grid-like layout which communicates the brand’s
message distictively.
communication 30 campaign planning

instagram
Statistics = 2000+ posts. 147k followers. Engagement rate is 0.33%. Average likes per
post is 484. Average comments per post is 5. Gain between 40-100 new followers per
day. Usually post once every one or two days.

The Instagram for the brand contains curated images from their campaigns, quotes,
artwork and other images which reflect the brand’s personality. The colour scheme
wavers as they often change it to focus on a certain colour unless they are publishing
images from a new campaign.
campaign planning 31 communication

other social
media
Facebook
Statistics = 202k likes. 645 people talking about
the brand daily. Gain between 5 and 25 likes per
day.
Ace & Tate use Facebook to debut their new
collections and reveal their new campaigns. The
platform is also used as a hub for customer’s to
leave reviews about the brand and it’s products.
This encourages lots of new customers to invest
in the brand.

Twitter
Statistics = 2900 followers. Post two or three
times per week.
Twitter is used by the company to remind
customers of what products they offer and to
spread awareness of the brand further. Twitter is
viewed as one of the easiest ways to contact a
brand so Ace & Tate use the platform to answer
lots of questions and enquiries.

Youtube
Statistics = 14 videos. 60 subscribers. 512k
video views. Average of 16k video views per
day.
This platform is used to publish the brand’s
promotional videos which are released
alongside their campaigns. This allows the
brand to show how they experiment with
different forms of media and how they truly are
creativity-based brand.
communication 32 campaign planning

past campaigns
Ace & Tate previously released their first global campaign titled ‘me myself & I”. The
campaign was a new direction for the brand as instead of focusing on the products,
they focused on the people wearing them.

Instead of featuring influencers, the campaign featured six different artists who are
up-and-coming. These included Swedish DJ Fatima, producer Lena Willikens and
furniture designer Zimon Drake. This decision was made as the Head of Creative,
Anoma Whittaker, stated that the brand wanted to celebrate individuality in it’s first
global campaign and it felt more organic to use more relatable people. The campaign
was photographed by London-based director, Bafic. Short films were also produced in
partnership with ‘We Are Pi’. The videos were created in a mosaic style and the audio
was layered to create an interesting effect. All of this material was posted online.

The aim of the campaign is to encourage customers to express their personal style
through their eyewear more and to not allow themselves to be defined by a single pair
of glasses.
campaign planning 33 communication

past campaigns

Another campaign that Ace & Tate have launched is “Through the Eyes”, which is a part
of their ‘Journals’ series. This is where they select different creatives to produce content
for their website which reflects people’s real-life experiences and journeys in
discovering their identities. For this campaign they collaborated with visual artists to
explore different conventional topics in unique ways.

As a part of the launch of the new campaign, Ace & Tate partnered with the British
Journal of Photography to host a panel discussion with five different photographers.
The talks will revolve around the idea of “optimism”. Guests on the panel include
photographer Alice Zoo, Vivek Vadoliya, Catherine Hyland, Aria Shahrokhshahi and
Gilleam Trapenberg.
communication 34 campaign planning

ace & tate x

William Luz

Ace & Tate collaborated with Posterzine to create a zine which would celebrate the 40th
issue. Inside the zine, the creative process of how Ace & Tate’s products are designed and
produced is detailed. The magazine was produced in an A4 format, however it unfolds
and reveals a large poster. Throughout, there is a clear link to graphic communication
design as the layout, colour scheme and typography is carefully considered.
campaign planning 35 communication

emails
Ace & Tate have a feature on their website where
you can opt-in to receive emails from the brand.
They will also start to send you emails after you
purchase a product or create an account.

They regularly email their customers to keep them

up to date on new product offerings and new
collections which will be released. Emails are an
important way of communicating with a consumer
as they are a more permanent form of
communication than Instagram for example.
After viewing an advertisement on Instagram it
will likely disappear again and then not appear
again for a while. However, emails are sent
directly to the customers private email. Once they
have received the email the only way it will be
removed is by the customer deleting it. A major
disadvantage of emails is the over-saturation of
them in the marketing industry as many customers
now automatically delete all of their emails due to
the vast number of them.

The emails that Ace & Tate sends to their

consumers maintain a similar style to their
website. They use the same minimal colour
scheme and focus more on clean lines than on
intricate details. Their style reflects the aesthetic
of the product clearly.

The emails are usually primarily image-based.

Large photos are used to have maximum impact
and any text that is included is straight to the point
and doesn’t overwhelm the customer.

Sometimes the emails incluse small illustrations

which are created for the brand by different
artists. This reflects the brand’s emphasis on
creativity and reflects their personality.
communication 36 campaign planning

events
When they launch a new product or campaign, Ace & Tate often use events as a way to
raise awareness of the brand and spread the message regarding the new launch. Each
event is tailored to what the launch is and is carefully considered so that it would target
their target audience. An example of an event they have held is described below.

Recently Sane Communications held an event to celebrate the launch of the Ace & Tate x
CMMN SWDN collaboration. They hosted a VIP dinner for editors and influencers. This was
then followed by an acid house rave party at a nightclub venue in London. It was attended
by over 200 guests. The event was DJ’d by Danny Rampling and Nightmares on Wax. Other
features included laser and smoke shows, photobooths and complimentary food and drink.
campaign planning 37
market research 38 campaign planning

mintel research Optical Goods 2018 Report

The optical goods market is still concentrated in the hands of three different groups;
Specsavers, Vision Express and Boots Opticians. Together, these three companies
account for over 72% of the market.

In 2018, consumers spent an estimated £3,242 million on optical goods and services,
which is a percentage rise by 3.5% compared to 2017. By 2023, the market is predicted
to grow by 14% to reach a value of over £3,705 million. One reason for this is because
the population is increasing as life spans increase, meaning that there is a growing
number of people over the age of 55. This increases the demand for glasses and eye
examinations.

Online businesses are now beginning to pop up but their market share remains very low
compared to other brands. This is because 80% of consumers still prefer trying on
glasses in-store and interacting with professionals to gain advice. However, more
consumers now want to shop online. This is now possible due to the introduction of
online retailers and technological developments which help to overcome issues which
would usually arise from not being able to shop in-person. These companies account for
approximately 5% of the current market. Consumer research reveals that young, wealthy
males are the most likely to shop from these online companies. 10% of purchases for
prescription eyewear in 2018 were fulfilled online. Virtual try-on technology will be a
factor which assists in the growth of these companies. Another benefit of online
companies is the ease of the process and how easy it is to acquire the product. This is a
popular concept as consumer’s now expect goods and services to be made immediately
accessible and brought to them wherever they are. Finally, the potential to save money
by purchasing online is a big reason why consumers are gradually beginning to accept
this idea. However, only 28% of consumers think that the quality of glasses bought
online is the same as glasses bought from stores. As younger, digital savvy shoppers
grow older, the potential for online stores to develop will be highlighted.
campaign planning 39 market research

mintel research Optical Goods 2018 Report

Independent opticians increased profit in 2018 as it is revealed that many people over
the age of 55 prefer to shop in independent retailers. 24% of over-65’s shopped at an
independent optician. Independent and online-based brands focus more on design and
lifestyle than they do on clinical stores and health services.

In 2018, the non-prescription sunglasses market grew by 3.4% and is now worth £360
million. This likely due to the increase in popularity of fashion sunglasses and better
weather in the summer. The market is expected to grow a further 16% by 2023 and will
have the value of £419 million. The key driver in the market is 20-34 year olds who wear
sunglasses as an accessory. It is now predicted that 20% of sales of fashion sunglasses
are now made via online retailers.

In terms of marketing, opticians are now beginning to use customer databases for direct
customer communications. Marketing is moving more online as spending on print
advertising decreases. Television advertising accounts for a third of spending on
advertising.

There is now an opportunity to target growing numbers of teenagers between the ages
of 10-19 as population grows. Fashionable frames are now seen as more attractive as
teens are more brand-conscious. In terms of companies which appeal to this audience
the most currently, Specsavers is the most successful with their range specifically
designed for them.

Self-testing apps have now become more of an accepted ideas however their is still
hesitation. Younger adults are more accepting of them, but as age increases so does the
trust in the idea. Only 4% of over 65s believe that the app would be a good idea.

Independent and online-based brands focus more on design and lifestyle than they do
on clinical stores and health services.
market research 40 campaign planning

mintel research
Is it time for opticians to embrace change? Mintel 2019
Online-based and mail-order specialists attract a younger shopper than average. They
attract 14% of under-45s compared to only 7% of over-45s.

Many shoppers remain reluctant to not have a face-to-face experience with a specialist
in-store and having their glasses fitted professionally. This is reflected by few people
saying that the ability to shop online influences them. Those who are influenced tend to
be younger adults and are an important indicator of how demands are changing.

Consumer expectations of products are changing as more people want their products
to be personalised for them. Personalisation is now regarded as a right, rather than a
privilege as it has become a popular saying that no two people and their needs are the
same. Customised designs are now expected to filter down in the mass market.
Additionally, the introduction of 3D printing could mean the stores are custom printed
in-store or at home.

Store are expected to develop even more in terms of technology to make stores and
the shopping experience feel more special.

There is now a strong agreement that eye tests are an important part of looking after
your health, indicating that consumer now understand the importance of looking after
your eyes. Older people consistently agree with this statement. This could raise a
potential issue for newcomers such as Ace & Tate as they try to move away from a
health focus and focus more on design. This outlook could deter a lot of consumers.
campaign planning 41
concept ideas 42 campaign planning

concept ideas
“Visual Pleasures” Campaign
As Ace & Tate is a eyewear company, one of
my ideas was to create a campaign based
around imagery which appeals to the eyes.
This would include researching into the history
and presense of aesthetics in modern culture.
I would then pair this research with consumer
research to produce a campaign which would
be visually stimulating and would appeal to the
consumer’s eyes.

Sensory & Experiential Campaign

As Ace & Tate is an eyewear brand, engaging
consumer’s senses is very important. For this
concept I wanted to create a campaign which
didn’t only focus on sight, instead it would
incorporate all five basic senses. For this concept
I would research into Sensory and Experiential
Marketing and brainstorm an idea where the two
strategies can be combined to create a unique
experience for Ace & Tate’s customers. I would
also emphasise the idea of creativity as this is
present in many of their previous campaigns.

Ace & Tate x Febo

Febo is a Dutch fastfood chain which is present
in many different cities in The Netherlands. Due
to their similar technology where they use
vending machines to deliver/return product,
the companies have joked in the past that they
would collaborate on a project. For this concept
idea I would fulfil the partnerhsip in an
interesting anf unique way where both of the
brands’ identities would be clearly referenced.
campaign planning 43 concept ideas

chosen concept
I have chosen to focus on the ‘Sensory Campaign’ concept. I have chosen this idea as I
believe this is very fitting for the brand. From researching into the brand, it is clear that
they are a very forward-thinking company which experiments with new technology to
improve the consumers experience with the brand. Therefore it is logical that they
experiment with Sensory Marketing and Experiential Marketing. Ultimately, I would like
to create a campaign which engages all of the consumer’s senses rather than simpy just
their eyes. A large part of the campaign will be focused around encouraging
customers to experiment with creativity and self-expression. I will pair together both of
these elements to produce a campaign which is unique and unlike anything the brand
has previously created.

Through my research I will discover what appeals to consumers senses and why, as well
as the importance of incorporating these senses into the marketing strategy. One of the
end products of this project will be a mock-up of an event which would be held at one
of Ace & Tate’s stores. The purpose of the event would be to allow customers to
experience the brand at a whole new level. This would be supported by other forms of
physical and digital promotion to increase awareness of the event and of the brand.
concept ideas 44 campaign planning

purpose of the
campaign
This campaign is based around
the idea of increasing awareness
of the brand amongst consumers,
rather than promoting a product.
In a lot of Ace & Tate’s previous
campaigns they have not included
their products, so I do not believe
that this is a necessity for a
successful campaign. Increasing
awareness of the brand will
improve their profits in the
long-run as more custmers will
approach the brand after being
partial to some of their
promotional materials.

The main purpose of this

campaign is to encourage
consumers to experiment with
each of their senses and different
forms of art. It has been stated
previously that experimenting
with senses is vital in order to win
over consumer spending and long
term brand loyalty.
campaign planning 45
concept development 46 campaign planning

what are senses?

Sight
The concept of sight is a very difficult concept.
Light reflects off an object into the eye, it is the
processed by many different areas of the eye
before it creates an image. Cones in the eyes
allow humans to see colours and details in an
image.

Hear
Sound does not only mean being able to hear.
Humans retain their sense of balance through
their hearing abilities and air pressure created in
their ears. The ears are responsible for carrying
information to the brain.

Taste
Tastes are usually broken down into fur different
categories; salty, sweet, sour and bitter. Taste is
senses by taste buds on our tongues. Humans
have between 2000 and 4000 taste buds. The
smell of food greatly affects how the brain
perceives it’s taste.

Touch
Touch is considered to be the first sense that
humans develop. IT consists of multiple different
sensations which are communicated to the brain
through neutrons in our skin. Touch encompasses
pressure, temperature, vibration, pain and many
other sensations.

Smell
Humans are able to smell over 1 trillion scents
according to research. Humans have 400
smelling receptors which help us identify and
distinguish different smells. Old age and
medical conditions can distort a person’s sense
of smell.
campaign planning 47 concept development

introduction to
sensory marketing
The market is now over-saturated with advertising. From social media posts to
branded emails to sponsored content, every platform now has some form of
advertising present.

“Traditional” marketing has become less appealing as more companies are now
looking for ways to differentiate themselves from their competitors. They are now
looking towards advertising which engages the senses. This was often overlooked by
companies until recently. Ultimately, sensory marketing is leading the way to more
meaningful consumer to brand connections.

All of the sense affects the way that customer perceive a brand. Businesses can
experiment with new concepts which will convince customers to invest in their
products. This is not a new concept but it is only now becoming a more accepted idea.

Sensory marketing campaigns go beyond digital marketing trends and changing

customer preferences to appeal to their target audience on a fundamental and
psychological level. Humans continue to encounter a flood of information everyday,
sensory marketing allows businesses to cut through the noise and connect. Sensory
marketing strategies are one of the most effective ways to deliver unforgettable
customer interactions. The more a brand engaged with the senses, the more of an
emotional response a customer will give.

Philip Kotler, a professor at Northwestern University, predicted that one day marketing
would not be a discussion between consumers and brands, instead it will a sensory
experience built around the idea of ‘embodied cognition’. The theory of ‘embodied
cognition’ suggests that the decision-making behaviour of humans isn’t based around
rational data processiong, but instead on the emotions.
concept development 48 campaign planning

introduction to
sensory marketing
In a book created by Aradhna Krishna called “Sensory Marketing”, she highlights the
importance of connecting with customers through more than just your sense of sight.
The inclusion of other senses will supplement an initial brand reaction and will change
the way people feel about a brand.

For example, a study found that songs with different tempos in supermarkets can
affect a customer’s behaviour. Slow music caused revenues to raise by 38%. Faster
songs led to higher levels of stimulation and resulted in visitors acting more friendly
towards members of staff.

Sensory marketing strategies simply ask modern companies to think beyond

fundamental advertising that embrace all senses when engaging with customers.
While audio and sight are crucial in creating a multi-sensory marketing experience,
there are also other points to consider as well. Such as smells which can control our
memories and emotions. If brands use the right scent you can instantly remind them of
a moment in their childhood and insight feelings of nostalgia.
campaign planning 49 concept development

the five senses

- smell
Smell is the most powerful and emotional of all the senses. Scent can attract new
customers, increase sales, heighten value perception, expand brand recognition and
customer satisfaction. Using scent is more than just simply adding scent to a store, it
adds value to the company’s identity, marketing messages and target audience. It has
the ability to influence behaviour as well as trigger memories. When combined with
marketing, smell can influence a customer’s experience with a brand and it can create a
long-lasting connection with a consumer.

Pleasant smalls are shown to improve customers mood by 40%. Some uses of smell in
marketing can appear to be too extreme for a brand. Potential ideas include placing
scented ads in magazines and using a trademark fragrance in-store. Brands should find
their own scent and a unique way to incorporate it and then stick to this method. Brands
should be careful that the scent they use is pleasant, rather than overwhelming. Scent
has the potential to create positive memories, but it can also repulse your audience.
Therefore the sensory of smell should be approached with a sense of caution.

It has been claimed that scent affects 75% of our daily emotions. Scent receptors in the
nose connect directly to the section of the brain which is responsible for memory and
emotion. Humans are believed to e able to recognise over 10,000 different odours.

Research has discovered that incorporating scents can enhance an in-store experience
and can create a comfortable and positive environment which can influence customers
to spend more time in retail environments and can increase consumer spending.

For example, Dunkin Donuts used sensory marketing in South Korea.They released a
coffee smelling the air whilst playing a company jingle.
concept development 50 campaign planning

the five senses

- sight

Sight is one of the most important senses in the world of advertising and it is the easiest
to use. Company websites, graphics and social media should be beautiful and
appealing to customers. Colour is a large component of this scent. All brands should
have a considered colour palette. Colour says a lot about a brand due to the psychology
behind it.

For a long time, humans have chosen their possessions based on how they looked.This
was occurring a long time before the advertising industry existed. Eyes contain
two-thirds of all sensory cells in a sighted person’s body, therefore sight is considered
the most prominent sense. Sensory marketing uses sight to create the brand’s identity
and create a memorable experience for consumers. This encompasses products,
packaging, store interiors and printed advertising.

The development of virtual reality now allows companies to create an even more
immersive consumer experience.

Research shows that up to 90% of all buying decisions are based on colours of products
and branding alone. Some studies have shown that brand acceptance is based largely
on the appropriateness of the colours associated with the brand and whether the colour
fits with the product.

Over time, certain colours have become associated with certain traits. The goal of
sensory marketing is to choose colours that portray the brand’s desired personality
rather than sticking with stereotypical colour associations.

For example, Virgin Atlantic uses colour to promote brand recognition for their
products.
campaign planning 51 concept development

the five senses

- taste
Taste is considered to be one of the most intimate of the senses. This is mainly because
flavours cant be tasted from a distance. Therefore it is considered to be the hardest
sense to cater to because it differs widely from person to person. Supermarkets are
one of the only sectors which utilise taste marketing through free samples and tastings.
However some brands have began to research into ways to create their own “brand
taste”.

Research has found that individual taste preferences are 78% dependent on our genes.
Taste also has a social aspect attached to it, humans rarely enjoy eating food alone and
usually prefer social interaction while eating.

Consumers have a more memorable connection with the brand’s products compared to
those of brands who use more traditional marketing tactics, such as coupons and dis-
counts.
concept development 52 campaign planning

the five senses

- hearing
“Shoppers make more impulsive purchases when they’re
over-stimulated. Loud volume leads to sensory overload,
which weakens self-control.”

Sound can be interpreted in many different ways in advertising. It can be a jingle, a

slogan, etc. It is usually something that a customer will not be able to get out of their
head. Sensory advertising now requires all brands to find a way to incorporate sound
into their branding strategies.

Paired together with sight, sound accounts for 99% of all brand information presented
to customers. Sound has been heavily incorporated into mass marketing since the
invention of the radio and television. It contributes to brand awareness in the same way
as how humans use speech to express themselves.

Many brands spend a lot of money and time choosing their music, jingles and spoken
words which will be associated with their products and company for a long time. Many
stores now use customised music programmes which will appeal to their target
audience.

For example, Victoria’s Secret plays classical music in its stores to make customers feel
like they are part of an exclusive shopping experience.
campaign planning 53 concept development

the five senses

- touch
Touch is a very easy sense for brands to capitalise on. There is always a way for a brand
to take advantage of textures. This could be using high-quality thick paper for
advertisements or focusing on making a product feel good in a consumer’s hands.
Touch can be incorporated in a vast number of ways and brands should be careful to
not overlook this essential sensory opportunity in their marketing.

It is widely believed that one of the main rules of retail sales is to “get the customer to
hold the product”. This is because touch enhances a customer’s interaction with their
products. Holding a product can create a sense of ownership and can make the
consumer feel like they need to purchase the item. Research has shown that pleasant
touching experiences can cause the brain to release oxytocin which leads to feelings of
calmness and well-being.

This form of marketing cannot be done at a distance, instead it requires a customer to

visit the store and interact directly with a brand. Many retailers now display their
products on open shelves to encourage interaction, rather than in closed display cases.

The way that employees interact with a customer can also change the way that they feel
about a brand as it can lead to them feeling safer and therefore spending more money.

For example, Apple is known for encouraging shoppers to handle items to create a
relationship between the customer and the product.
concept development 54 campaign planning

colour
psychology
Black
Associated with = Sophistication, glamour, security, efficiency,
substance, oppression, coldness, menace, heaviness.
Black is essentially the absence of light as it reflects no
wavelengths. It communicates sophistication but also can be
menacing. It creates a perception of weight and seriousness.

White
Associated with = Hygiene, sterility, clarity, purity, cleanliness,
simplicity, sophistication, sterility, coldness, elitism.
White is the opposite of black, it is the total reflection of light. It
gives a heightened perception of space. White can have a negative
effect on warm colours as it can make them appear garish.

Grey
Associated with = Psychological neutrality, lack of confidence,
depression, hibernation, lack of energy.
A virtual absence of colour is depressing so when the world turns
grey, we are conditioned to prepare for hibernation. Unless the
right tone is used, grey has a dampening effect on other colours.

Blue
Associated with = Intelligence, trust, efficiency, serenity, logic,
reflection, calm, coldness, unfriendliness.
Blue affects us mentally as it is soothing and is the colour of the
mind. Blue objects do not appear to be as close to us as red ones
do. Blue is the world’s favourite colour.

Green
Associated with = Balance, harmony, refreshment, reassurance,
environmental awareness, peace, boredom, blandness.
As green is a colour in the middle of the spectrum, it is the colour
of balance. Humans are reassured by green as it means that there
is water present and therefore no danger of famine.
campaign planning 55 concept development

colour
psychology
Purple
Associated with = Spiritual, luxury, authenticity, truth, quality,
introversion, suppression, inferiority.
As it is the last visible wavelength, purple has associations with
time and space. If purple is used too much it can cause too much
introspection or can come across as cheap and nasty.

Red
Associated with = Courage, strength, warmth, stimulation,
masculinity, aggression, danger.
Red is the most powerful colour as it has the longest wavelength.
It has the property of appearing nearer than it actually is
therefore it grabs our attention first.

Pink
Associated with = Tranquility, nurture, warmth, feminity, love,
inhibition, emasculation, physical weakness.
Pink affects us physcially as it soothes us, rather than stimulating
us. Pink is a powerful colour pyschologically. Too much pink can
be physically draining and emasculating.

Orange
Associated with = Food, warmth, security, sensuality, passion, fun,
deprivation, frustration, immaturity.
Orange focuses the mind on physical comfort - such as food,
warmth and shelter. The use of too much orange can reflect the
lack of intellect.

Yellow
Associated with = Optimism, confidence, emotional strength,
creativity, friendliness, fear, anxiety, irrationality.
Yellow is a very emotionally stimulating colour. It can lift our
spirits and self-esteem. But it can also cause our self-esteem to
plummet.
concept development 56 campaign planning

past sensory
campaigns
Dunkin Donuts scent-releasing machines

A prime example for integrating touch into a marketing campaign is when Dunkin
Donuts installed aroma-releasing machines in their stores and on buses in Seoul, South
Korea. The machines released the smell of fresh coffee every time the jingle for the
brand was played. This caused consumers to associate coffee with brand immediately
and therefore when they wanted coffee they would think about the brand. The
campaign was viewed to be extremely successful as sales during the promotion
increased by 30% and the amount of visitors entering the stores increased by 16%.

“When you listen to a jingle of the Dunkin Donuts talking

about their coffee, paired along with the aroma of coffee,
you subconsciously start pairing the idea of coffee with
Dunkin Donuts. This is Classical Conditioning.”
campaign planning 57 concept development

past sensory
campaigns
PANDORA Shine

To celebrate their new collection, PANDORA launched an engaging multi-sensory

retail store called PANDORA Shine. The main feature in the store was a 5 metre tall hive
structure which resembled one of the new bracelet charms they were introducing. The
structure was completely interactive and allowed consumers to experiment with touch,
sight, scent, taste and sound. The hive had LED panels which mimicked the movement
of bees, relating back to the theme of the structure. Also inside the hive was gold-
plated flowers which released scents of meadows and honey into the air.

The campaign was applauded as it remained true to the brand, experimented with new
technology and had a consistent narrative behind it. The outcome of the project was
they established emotional connections with many new customers who previously were
not part of their community.
concept development 58 campaign planning

past sensory
campaigns
Haagen Dazs : Concerto Timer

Due to the development of Virtual Reality and Augmented Reality, brands were able to
engage consumers with their brand even more. One brand which took advantage of
these developments was Haagen Dazs, the ice cream company. They developed an
augmented reality app which provides the user with entertainment while there ice
cream defrosts. Using Augmented Reality technology a figure appears on top of the ice
cream tub and plays a concert while the user waits. This affected the customer’s mood
positively and some consumer research revelled that the ice cream tasted better than
usual after the performance.

Ultimately, taste has a strong influence on brand loyalty. Many brands rely on their
products tasting good and they usually have a brand so strong and recognisable that
whenever their logo is on packaging, the consumer automatically perceives the product
in a positive light.
campaign planning 59
concept development 60 campaign planning

what is experiential
marketing?
Experiential marketing can also be referred to as ‘engagement marketing’ or ‘live
marketing’. The definition of experiential marketing is anything that encourages
customers to actively participate in something with the brand. The best experiential
marketing events aren’t just “publicity stunts”. Campaigns should be seen as an
extension of the brand, rather than just a random event. They are a way for consumers
to experience a brand on a personal level. For a campaign to be successful, they
require careful planning. If used correctly, they can have a result which could benefit
the company for a long time. The memories consumers make during the experience
make them likely to become passionate about the brand and therefore become a
brand ambassador. If the event is exciting, it will result in consumers spreading the
word about the event and the company.

There are three different important elements to a successful experiential marketing

campaign; creativity, participation and live interaction. The event must be exciting and
unique. A brand must think outside the box. There must be a way or the audience to
get involved with the brand. Finally, they require a live element where customers can
interact with the products and the brand itself.

There are many reasons as to why experiential is extremely successful. The main
reason is that it builds a strong relationship with a customer as they are able to
experience the brand. The more they interact, the more loyal the customer will be. It
also benefits businesses as it allows them to stay in touch with their target customers.

Customers seek authenticity from brands. Experiential campaigns allow consumers to

have greater insight into a brand as they are able to get to know the brand and find
out what the brand stands for.
campaign planning 61 concept development

creating an
experience
We are now in a world where consumer interactions are harder to secure than ever
before. It has become harder to capture and retain the audience’s attention due to
shortening attention spans and an over-saturated market. This is why experiential
marketing has become popular.

Step #1 - Create a ‘buzz’ around the event.

It is a well-known fact that building anticipation for
consumers is a powerful emotion for marketers. The more people
get excited about the campaign and an upcoming event, the
better result it will achieve.

Step #2 - Make the campaign emotional.

Experiential Marketing campaigns are most effective when they
have an emotional impact on the customer. Getting in touch with
the customers feelings is the gateway to making the event as
memorable as possible.

Step #3 - Experiment with new technology

Experiential Marketing has become so compelling due to the rise
of new, exciting technology. There are now many different ways
to keep in contact and build relationships with customers, rather
than just talking to them in person.

Step #4 - Provide value.

In order to form a connection with a consumer, the brand must
offer them value. Customers must walk away from the event
feeling happier thanks to the experience with the brand.

Step #5 - Look for partnership opportunities.

In order to create a memorable experience, a brand may need to
look outside of their business for support from another company.
Teaming up with other organisations can improve the impact of
the event and will provide additional resources.

Step #6 - Use social media to your advantage.

The same as any other kind of event, it is important to promote an
event as much as possible. By linking the new campaign to their
social media strategy, the brand is maximising their impact.
concept development 62 campaign planning

past immersive
experiences
Lululemon new store opening in Chicago, USA.

Lululemon is an American lifestyle brand which specialises in activewear.

Recently, they opened a new 20,000 soft store in Chicago. Within the store they
created a space for workout classes and a restaurant. The restaurant will serve
smoothies, salads, burgers and beer.

One of the main experiential features in the store is their fitness area. Here they
will hold workout classes, yoga sessions and meditation classes. The area contains
three different studios which will all hold daily classes. These classes will cost
approximately $25 per session. Customers will also be able to wear Lululemon
activewear to one of the workout classes to test it out before purchasing.

This is not a new concept for Lululemon as the regularly hold complimentary yoga
classes at their larger stores. Consumers appreciate when items are offered to
them for free, and struggle to reject the offer. Holding the classes allows the brand
to encourage more people to enter their stores and experience what the brand is
like.
campaign planning 63 concept development

past immersive
experiences
Lush Cosmetics Creative Showcase
Lush Cosmetics hold annual Creative Showcases which promote new products as
well as it’s social media and ethical / environmental initiatives. The show is
ticketed and allows consumers to get to know the brand on a personal level.
Previous features of the event include; gigantic slides, a hands-on product
production class, a bath bomb rollercoaster, etc. Ultimately, as it is an exclusive
event, it encourages fans of the brand to become involved with the brand in a way
that they have never been previously.

Prior to the event, Lush stores were already viewed as immersive experiences as
staff give demonstrations of products and often encourage customers to take part.
64 campaign planning
campaign planning 65 promotional materials

promotional
materials ideas
Physical Promotion
In terms of physical promotional materials, I am
going to create three different things. The main
way that the campaign will be promoted is through
the events which will be held at Ace & Tate’s stores.
These events will raise awareness of the brand and
will create a buzz around them. Another material I
will make is postcards which will be handed out to
customers in the store prior to the event. This will
make the customers aware of the events and will
encourage more people to attend. The last thing I
will produce is three different mock-ups of
billboards that will be used to advertise the
campaign and event. Ace & Tate have used
billboards previously so this keeps in line with how
they usually market themselves.

Digital Promotion
As digital marketing is the main way that Ace &
Tate market themselves, it is important that I
emphasise the use of these techniques. Therefore
I am going to create a range of digital materials
including social media layouts, emails and
website layouts. All of the designs for each
platform will be made in the same style to show
continuity across all of the platforms. It is important
to show what the social media accounts will look
like as this is how many consumers now find new
brands to purchase from and become loyal to. Also
they are the most effective way to market towards
the target customer of the brand. I will make two
different email designs - one advertising the event
and then one after the event has taken place.
promotional materials 66 campaign planning

illustration
design
This is the first illustration I created to
use for my promotional pieces. I
chosen an eye as the main element of
this design as it clearly links to Ace &
Tate being an eyewear brand. I
decided to make the iris of the eye blue
in order for it to stand out against the
pale pink background. I also wanted to
include the name of the campaign and
thought that it was interesting to have it
loop around the inside of the eye.

For this illustration, I designed it with the

idea in mind that this would be used on
my promotional pieces as a pattern. The
illustration of shaking hands is to reflect
how Ace & Tate emphasise the
importance of creating relationships
with their customers and how customer
experience is a priority of theirs.
Therefore I think that the image of
shaking hands reflects a warm welcome
between friends.

This is the final illustration I created. For

each illustration I have focused on a
different element of the brand’s identity,
so for this one I decided to reflect what
the campaign is about. The easel in the
centre clearly reflects how the campaign
relates to art and creativity. I wanted to
create a similar affect as the first
illustration where the text loops around
the centre. I like this one in particular
as it makes the illustration appear as
though it is a stamp.
campaign planning 67 promotional materials

store event
concept
“Come And Make Art With Us”

As mentioned previously, the main purpose of the event is to encourage customers to

embrace their creativity through creating pieces of art. To make this event different from
a normal art class it will also introduce sensory and experiential marketing techniques.
The customers will experiment with different objects and technology which will
incorporate the use of all of their different senses. The customer will then produce
artwork inspired by the experience they have had as a way of self-expression. Each art
class will be led by a different artist who work in different mediums so each class will
use a different medium. For example, one class will be led by an artist who specialises in
collage, whereas another will be led by an artist who specialises in model making.

The event will take place in the Hanbury Street store near Spitalfields Market and Brick
Lane. This store was specifically designed so that it can be adapted for events so it
would be an ideal location. In addition, the store is in a prime location as this is where a
lot of Ace & Tate’s target consumers likely spend their time.
promotional materials 68 campaign planning

USP and
justification
The unique selling point of this campaign is how it uses engagement with customers
as a way of gaining trust and loyalty. As customers will be taking part is art sessions
inside the Ace & Tate store which will be led by an instructor, they will be interacting
directly with people working for the store and the products. As Ace & Tate emphasises
their care for their customers and how customer experience is one of their main
focuses, this event will showcase this further.

Furthermore, the concept of this campaign is unique as creating art is a concept not
usually explored by brands. The idea of pairing together sensory marketing and art-
work will reflect to the customer exactly what the brand is about and what the brand’s
personality is. Creating art is a very personal thing and is very intimate as usually it is
only one person who makes the art so it is a direct portrayal of them and their self-
expression. Therefore holding art sessions in the Ace & Tate stores will create a more
personal relationship between the brand and it’s customers, which will lead to more
customers who are loyal to the brand.

There are multiple reasons as to why this campaign will be succesful. To begin, the
campaign has been created specifically with Ace & Tate’s target customer in mind. As
they target young, creative consumers, art sessions will directly appeal to them.
However, art classes do appeal to many other consumers as well so the campaign will
likely attract more new customers who have never shopped at the brand previously.

The main aim of this campaign is not to sell a new product range, it is to simply raise
awareness of the brand. As this campaign is going to be widely publicised across both
physical and digital media, it is likely to reach a lot of people. I think that the campaign
will therefore be extremely succesful in fulfilling its aim.
campaign planning 69
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