GRAZIA is a women’s magazine that is in fashion and loves fashion. It closely follows what is happening and tells everyone about life through celebrities, stories and current affairs. It has a woman’s name, which in Italian is the synonym of innate elegance. Born of an Italian mother, it has many sisters who it is close to and with which it shares countless passions: apparel, accessories, cosmetics, exhibitions, books, trips, recipes, music and men! As a metaphor, it is the girlfriend who is a few years older than you, who has lived in Italy and has lots of things to tell about the world and about style. Obviously in the setting of a trendy “lounge bar". On a Thursday afternoon. Elegant, but not in an evening dress.
WHAT IS IT ?
Who is the Builder?
A Company? A person?
What is the activity of the Builder?
All interesting things to know in order to sew a “tailor-made” solution … :)
IMPORTANT: If Builder doesn’t want to disclose who is he, no problem. In this case he has 2 possibilities.
∞ Skip the section (sorry, job of the tailor will be a bit harder… :)
∞ Say what he can say
Here are 2 CONCRETE EXAMPLES:
In case Builder is a COMPANY
∞ If Builder has no problem in disclosing his identity (VISIBLE):
NMN -No More Nicotine- is a Brand that promises to counteracts the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. NMN is distributed in pharmacies and drugstores, its price positioning middle-high; it is mainly promoted through professional endorsement and not massively advertised.
∞ If Builder doesn’t want to disclose his identity (BLIND):
BBrand providing products that promise to counteract the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. The products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and not massively advertised.
In case Builder is a PERSON
∞ If Builder has no problem in disclosing his identity (VISIBLE):
My name is Lucy Pallet. I am a student in oceanography at university.
∞ If Builder doesn’t want to disclose his identity (BLIND):
I am a girl who studies oceanography at university.
Simply who is the Builder (in a visible or “blind” way :)
To create a launch campaign to win over the Chinese market through the modern and style-rich image that distinguishes Grazia magazine. By launch campaign, we are referring to the concept of an out-of-the-box PR event as well as the advertising materials that precede and accompany the launch (teaser campaign + launch campaign + maintenance campaign). The goal is to obtain a high level of brand awareness. Moreover, the campaign must arouse curiosity and encourage people to try the magazine.
(Attract the target – generate product trial – create a “buzz” around the product)
WHAT IS IT ?
It is the task that the Builder asks you, the Creator, to accomplish.
Here are 2 CONCRETE EXAMPLES:
∞ to encourage smokers to keep on trying to give up smoking (especially if they’ve already tried and failed before)
∞ Make people understand that I love dolphins by looking at the decoration of my car.
In summary: How to bowl a stike by knocking down 1 pin… this one!
Young Chinese women, 20-35 years of age (never call them girls!), obsessive consumers (but “I don’t always have the money for Gucci!”). A few years ago they started to earn a good salary. They normally live in the center of large or medium-large cities. They are positive, curious, and have strong values, the latest generation Motorola, perhaps pink, and a teddy bear, also happily colored, hanging from it. They don’t own a car, but do have enough money for taxi. Independent, up-to-date, avid visitors of trendy establishments and new restaurants. Highly attentive to fashion, or rather, what is considered fashion in China.
They mix Americanness – and the Western world in general – with what they consider "cool" about being Chinese. They want to understand the cosmopolitan context in which they are placed and be the protagonists of it. They want to be and appear informed and they are searching for an original personal identity and style in a world that is changing around them everyday.
WHAT IS IT?
The people that the Builder wants you to entertain and persuade in order to think, feel or do something (which is exactly what you will read in the next section :)
Here are our 2 CONCRETE EXAMPLES:
∞ Smoking girls and women that would like to quit smoking but can’t. Usually health-conscious adults who care about their esthetical look. They generally feel guilty about that because they know it is harmful and it ruins their health. It’It’s a real problem for them: it’s like “My brain wants something, but my hand cannot respond”. They don’t relate to my brand, they are just waiting for a “helping hand”.
∞ People more or less my age (I am 25 :) who watch me when I am driving my car. I care especially about those who are not yet my friends and people I know. People that I would like to understand something about me (even without knowing me :) They should think “Oh, look at that car, she must be a dolphin-lover”. This way they will know something of me without having talked or chatted with me personally. If it is a guy in another car, and he doesn’t like the way I decorated my car, then he will stay away (and I will not waste time :)
In summary: Get inside their skin!
Grazia is a magazine that talks to women and listens to their needs. First and foremost the need to be informed about what is truly important to them: from fashion to beauty, from current events to entertainment. Grazia has a warm interactive rapport with its readers and it is the most qualified interpreter of the “Made in Italy” style, though its character is international. Without a doubt fashion is its strong point: positive, trendy, easy chic, never vulgar or banal, photographed in a way that makes the image evoke situations with a dream element to make readers want to dress in that way.
WHAT IS IT?
The one single thing that Builder wants you to persuade his target audience of.
Here are 2 CONCRETE EXAMPLES:
∞Every cigarette you smoke is causing damage to your looks now.
∞I am a girl who likes dolphins and the sea.
In summary: Get it inside their brain!
Grazia is the first bi-weekly glossy magazine on the Chinese market. It is different from the upmarket fashion monthlies that have become slow and incapable of keeping up with the frenetic lives of young Chinese women, who are hungry for fashion, news and trends, interested in political issues and at the same time the latest popular reality shows. It is also different from the weekly gossip magazines that are simply preoccupied with publishing scandalous photographs of celebrities. Grazia is the bi-weekly magazine that is really cool and talks about things that happen (current events and happenings) and personalities that do things (extraordinary lives of ordinary people in the ordinary lives of extraordinary people) during those two weeks. It is so inquisitive and indiscreet that it is addictive.
WHAT IS IT?
It is the key to achieve the objective. It is what supports the Builder’s proposition. So, it is linked to the proposition and is the logical explanation that will make the target audience believing to it.
Here are 2 CONCRETE EXAMPLES:
∞ Smokers have thinner skin than non-smokers. A recent study took several pairs of identical twins where 1 twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers and in some cases there were differences of up to 40%. The presence of thinning-block anti-oxidants counteracts the effect of the nicotine on the skin.
∞ I am originally from a village on the sea side; but I live very far away from the sea. Many years ago I moved with my parents far away from the sea where I grew up. The sea is the only thing I’I’m missing in this place. That’s why I have both my flat and my office full of dolphins, which remind me about my hometown and that I collect maniacally. I have tried to go out with many people and discovered that those who don’t share my passion just don’t understand me. So, better they know about it at 1st glance!
In summary: if you are looking for logics… it’s here!
Tongue-in- cheek, chic, feminine and internatio nal, authoritat ive and positive, surprising and slightly irreverent .
WHAT IS IT?
It’s the Brand that you are asked to create for is. Yes… who! The brand like it was a human being, like it has his own personality. To know the personality of the “client”” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives… they will be so helpful to you!
Here are 2 CONCRETE EXAMPLES:
∞ Knowledgeable, scientific, trustworthy, performing.
∞ Sea and dolphin lover, passionate, extrovert, egocentric.
In summary: Imagine that the “client” is a living person!
Since we are talking about curious women who are constantly on the move, the launch will be supported mainly by outdoor advertisements. In this case, this means any advertisement that reaches its target audience once they are outside the door of their homes. While they are walking around the streets, curious and enthusiastic, looking out for anything that can make their life more sparkling.
REQUIREMENTS
1) ABOVE THE LINE
Outdoor advertising idea, periodicals (journals) paper press, daily newspapers, Radio, TV
2) BELOW THE LINE
Advertisers, point-of-sale (malls and large hotels) viral marketing tools (shop windows signs, display stands, event types, etc.)
WHAT IS IT?
A list of places (media) or things that will convey what you will create… the outcome of the BootB Project.
Here are 2 CONCRETE EXAMPLES:
∞ Magazines. Lifestyle and health focused. Planned budget is 500,000 USD. Country of investment is New Zealand.
∞ My car.
In summary: consider the medium!
LIST OF COMPETITORS
Fashion monthlies: Vogue, Elle, Marie Claire, Harper’s Bazaar, Cosmo, Rayli Her Style, Rayli Fashion Pioneer, Mar
Average Price: 20 rmb
Weeklies: OK, Modern Weekly, Fashion Weekly
Average price: 5 rmb
PRICE OF GRAZIA
10 rmb
DISTRIBUTION
Major cities, starting with Beijing, Shanghai, Shenzhen and Guangzhou (23 cities total)
ADVERTISING BUDGET
1.700.000€
Anything that will help you in creating, like:
∞ Business objectives
∞ Market overview
∞ Competitive scenarios
∞ Guidelines or mandatory inclusions
Anything that Builder will provide you as useful information.
In summary: make your talent fly !