benetton case study
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Benetton Benetton
CampaignCampaign
Alanoud Al Ali
Alanoud Al Ali
Christine Castillo
Christine Castillo
Fatima TariqFatima Tariq
Remi EidRemi Eid
Sara Kazilbash
Sara Kazilbash
The G
oal O
f The
The G
oal O
f The
Cam
paig
nC
am
paig
n
The mission of Benetton’s
The mission of Benetton’s
campaign is to give
campaign is to give
awareness of an
awareness of an entrepreneurial Africa. It
entrepreneurial Africa. It
promotes the Birima
promotes the Birima
micro-credit programme in
micro-credit programme in
Senegal, Senegal, A supportive credit society
A supportive credit society
founded by the
founded by the Senegalese singer
Senegalese singer Youssou N’Dour .
Youssou N’Dour . Birima is based on
Birima is based on entrepreneurial talent,
entrepreneurial talent,
hard work, hopefulness
hard work, hopefulness
and interest for future
and interest for future
opportunities, this project
opportunities, this project
endorses the ‘new face of
endorses the ‘new face of
Africa’.Africa’.
Mess
age T
hem
e
Mess
age T
hem
eAfrica Works
Africa Works
Deve
loper
of
Deve
loper
of
Slo
gan
Slo
gan Fabrica, which is the
Fabrica, which is the Benetton’s Benetton’s communication
communication research centre.
research centre.
Core
Ele
ments
Core
Ele
ments
O
f M
edia
O
f M
edia
Str
ate
gy
Str
ate
gy
The core elements are:
The core elements are:
Objectives - An
Objectives - An objective is the desired
objective is the desired
end of an action, which
end of an action, which
is what one expects to
is what one expects to
accomplishaccomplish Strategy - A strategy is
Strategy - A strategy is
the general plan which
the general plan which
involves the delivery of
involves the delivery of
the message to the
the message to the target audience
target audience Tactics - Tactics are the
Tactics - Tactics are the
specific decisions that
specific decisions that
are made to implement
are made to implement
the media strategy
the media strategy
Appeara
nce
Of
Appeara
nce
Of
Cam
paig
nC
am
paig
n It became public all
It became public all overover the world, from
the world, from February 2008.
February 2008.
Com
munic
ati
on
Com
munic
ati
on
and M
edia
and M
edia
Pla
tform
sPla
tform
s The Benetton
The Benetton campaign uses
campaign uses outdoor advertising,
outdoor advertising, press advertising,
press advertising, online advertising, and
online advertising, and
event sponsorship.
event sponsorship.
Com
ponents
Of
Com
ponents
Of
Mess
age
Mess
age
Str
ate
gy
Str
ate
gy
The Benetton
The Benetton campaign underlines
campaign underlines
the importance of
the importance of assisting organizations
assisting organizations
committed to solidarity.
committed to solidarity.
At the same time, it
At the same time, it highlights how the
highlights how the pledge of a single
pledge of a single individual can put the
individual can put the
wheels in motion to
wheels in motion to generate change in
generate change in society as a whole.
society as a whole.
Definit
ion O
f
Definit
ion O
f Sym
bols
Sym
bols Symbols have bigger
Symbols have bigger
meanings that are
meanings that are important and
important and integrated with
integrated with culture.culture.
Eve
ryday
People
Eve
ryday
People
A
s Sym
bols
As
Sym
bols
The photographer James
The photographer James
Mollison portrays them
Mollison portrays them
with their tools of their
with their tools of their
trade.trade. These everyday people
These everyday people
become tangible
become tangible representations of an
representations of an
Africa that uses the
Africa that uses the dignity of employment
dignity of employment
to fight poverty,
to fight poverty, promote fair
promote fair development, maximize
development, maximize
resources, and handle
resources, and handle
responsibility for
responsibility for creating its future.
creating its future.
Endors
er
Of
Endors
er
Of
Cam
paig
nC
am
paig
n
Youssou D’Nour is one of
Youssou D’Nour is one of
the hundred most
the hundred most influential people in
influential people in
world according to Time
world according to Time
Magazine. Magazine. He is a world-famous
He is a world-famous
musician, who brought
musician, who brought
Senegalese music to the
Senegalese music to the
world. world. He is extremely
He is extremely recognized
recognized internationally, since he
internationally, since he
has received numerous
has received numerous
awards for his music,
awards for his music,
including the IMC-
including the IMC-UNESCO Music Award in
UNESCO Music Award in
2004 and a Grammy in
2004 and a Grammy in
2005. 2005.
Indust
rial C
ult
ure
Indust
rial C
ult
ure
O
f B
enett
on
Of
Benett
on
‘‘Industrial culture’ refers to
Industrial culture’ refers to
cultures in which mass
cultures in which mass
consumption and production
consumption and production
both fuel the economy, and
both fuel the economy, and
shape perceptions and
shape perceptions and
constructions of a company’s
constructions of a company’s
identity. Economic
identity. Economic developments, demographic
developments, demographic
trends, and new technologies
trends, and new technologies
profoundly influence the
profoundly influence the
scope and scale of industrial
scope and scale of industrial
culture. culture. For this particular campaign,
For this particular campaign,
Fabrica’s test is to use
Fabrica’s test is to use
communications which no
communications which no
longer depend on the usual
longer depend on the usual
forms of advertising. It had to
forms of advertising. It had to
rather transmit the concept
rather transmit the concept
of ‘industrial culture’ and
of ‘industrial culture’ and
‘company intelligence’
‘company intelligence’
through other means, such
through other means, such
as: music, cinema,
as: music, cinema, photography, publishing, and
photography, publishing, and
Internet. Internet.
Any Q
uestio
ns?
Any Q
uestio
ns?
The End!The End!