Context- They had to identify their current, modern consumers worldwide and also had to understand the brand story. They also had to compare themselves to competitors to see their strengths and USP's.
The Big Idea- To 'blur the lines' between digital and physical advertising to appeal to the 'Millennium consumer'.
Creative Concept- They wanted to use popular content such as music, models with a mix of the brand's heritage through digital and physical forms such as online streaming and social media to create a new digital in-store revolution in luxury stores.
Execution-They streamed their online content in-store using the newest technology, sharing live catwalk shows from around the world as well as music performances. They integrated digital media into all forms of their marketing whilst keeping the brand story alive as the iconic British luxury brand.
'My Burberry' campaign
First response:
- Black and White
- Large perfume bottle as the item being sold
- Two women as friends
- Quite a simple image
- Symmetrical image
- Obvious advertising
This is a posed photograph to advertise in print or digital.
Denotation:
- Two famous women touching one another
- Large perfume bottle
- Two garments: trench coats
- Plain background
Connotation
- The women are possibly friends/lovers
- The plain background suggests this is a photo shoot and therefore the women could actually not be friends, just posing
- The large perfume bottle is an obvious saleable as it's in the centre of the image and is exaggerated in size
- The only garments being Trench coats is because they're an iconic statement for the brand
- One elder woman and one younger woman shows that the brand is universal and trying to appeal to a larger age bracket
I believe that they've done their research and found that worldwide their age market varies between 15-25 years so they chose two different aged models. However, choosing two almost identical females who are well known for partying and being 'British' doesn't feel like it relates to the luxury, global brand that Burberry is and the customer that it attracts. The story that they wanted to tell through this campaign was meant to be a personal view into Kate Moss and Cara Delevigne 'getting to know one another' as they'd never worked together before. However I don't think the final images capture this as it looks too posed to me.
Personally, Burberry doesn't relate to me as a consumer when I read magazines and see this campaign or ones similar. I believe creating a campaign in association with their digital age marketing would relate more, such as using a still or creating a shoot with an artist who features in the music videos that Burberry filmed and streams in store.
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