MCM 454: Final Creative Project

Bahareh Keshavarz Ferdos Karimian Walaa Yassin

Professor Mohammad Ibahrine

Situation Analysis
Brief History

New Look Campaign 2009 Dior Addict Campaign 2010 Recommended Campaign for ME

Communication Brief

The History of Dior

The brand was established in 1946 The first cosmetics line started in 1980s Dior has many boutiques in: US, Europe and the Middle East

The first Dior ad for cosmetics, 1987

The History of Dior

Diors distinct brand identity

Fashionable Fabulousness Dior relies on Centrally Conceived Campaigns

Dior Ad Campaigns

Dior.wmv

New Look Campaign Spring 2009

Dior launched its New Look campaign for cosmetics in Europe and Middle East. The campaign tried to create associations between beauty and Dior products successful in Europe, US and also the Middle East Global ads with standardized advertising strategy

New Look Campaign Spring 2009

Same ads in Europe, US and ME Standardized approach

Dior Addict Campaign Spring 2010

New cosmetics and fragrance line Creating positive associations between addiction and glamour Dior Addict main Headline and slogan Standardized advertising strategy Core Market: Europe

Dior Addict Controversy

Semi periphery Market: US Campaign criticized by an advocacy organization called, Detroits Drugs and Alcohol Recovery Org Counter Campaign, Addiction is Not Fashionable

Dior Addict Controversy

The White House Office of National Drug Control Policy disapproved the campaign Dior ignored the controversy at first Recently decided to modify the campaign in US

Dior Addict Controversy

Highly standardized campaign does not always communicate the same meaning in different cultures. Controversial verbal connotation led to failure in US

Recommended Campaign for ME

Localizing the Global Dior Addict Considering: Dual Coding Theory Verbal connotations (Language) Visual connotations (Sexual imagery)

Recommended Campaign for ME In Love with Dior

Translated into 2 languages Arabic and Persian

Using Arab celebrities instead of European or Americans

Haifa Wahbe
Considering Middle Easts different perception of beauty

Recommended Campaign for ME In Love with Dior

TEARS Model Celebrity and audience match up Celebrity and product match up

Credibility
Attractiveness Trustworthiness Similarity Likability Expertise

Recommended Campaign for ME In Love with Dior

Concept of Beauty in UAE Collectivist Culture Affective message Strategy

Consumer insights
Dior products fit into the Esteem section Women in UAE, considering cosmetics with direct impact on beauty and glamour

Association Map

Thank you