Ted Baker Brief - Re - Written Brief

Brief Title: Ted Baker

The Brief:

When opening a new location in another

country, it’s not easy for a brand like Ted

to translate its unique cultural flavour.

It’s your job to bring its British sense of

humour and unique approach to fashion

to another country – which country is up

to you.

Your campaign will need to activate

potential shoppers to visit Ted Baker

stores and Ted Baker online; interact

with the brand; and most importantly, to

shop and share.

____________________________________

Background:

Ted baker offers must-have designs

Full of attention to detail and quality

Fabrics. These designs have created

strong brand awareness amongst loyal

Customers, keeping them engaged with

Ted through inventive word of mouth.

Always inclusive and never a snob.

Ted Baker always brings a unique

Hallmark to each season – using

Distinctive twists, subverting trends,

And most of all, never taking itself too

Seriously.

Target Audience:

Confident, down to earth and stylish

25-35 year Old’s that are young at heart.

Tone of Voice:

Humorous, light hearted, never taking

itself to seriously, Informative, Persuasive.

Mandatory Requirements:

Ted Baker are looking for an integrated

campaign, working across at least

three different media.

All work must be submitted in English,

whichever country you choose to take

Ted to.

Deliverables:

Main deliverable: Upload a presentation

film of your work (max. 2 mins) or up to

eight images showing your solution.

Optional supporting material for

presentation film: Up to four images;

interactive work (websites, widgets,

apps, HTML, etc.); physical material

(prototypes, mockups, etc.); supporting

information (up to 400 characters).

Optional supporting material for images:

Interactive work (websites, widgets,

apps, HTML, etc.); physical material

(prototypes, mockups, etc.); supporting

information (up to 400 characters).

Keep any text on images to a minimum;

supporting information can be entered

online.

For full format specs and guidance, see

‘Formatting Your Entries’ on the next

page. Work in formats other than those

outlined will not be accepted.

Breakdown:

What is the problem?

1. To translate a unique cultural flavour

2. Bringing across a British sense of humour and British sense of style to another country

3. How to activate potential shoppers to visit Ted Baker stores

4. Creating a shop and share 'buzz' and spreading Ted Baker by word of mouth methods - come up with an idea that will get people talking

5. Appealing to stylish and confident individuals without coming across as snobbish or pigeonholing customers

We intend to:

Promote, persuade and inform in a light-hearted tone of voice 

To a group of:

Confidence, down to earth, stylish individuals aged between 25 and 30 that are young at heart

In order to achieve this we will produce:

POS, in-store visuals, sales, social media, advertising, layout, web, mail outs - promoting through word of mouth - INTERACTIVE CONCEPTS

This will be produced using:

- Foiling for a high quality finish that reflects attention to detail

- Screen print which shows attention to detail and inclusivity

- Textiles and crafts

- Binding and layout for publication and promotion

STORE LOCATION:

USA - NEW YORK

Why?

After extensive research, we feel that basing Ted Baker’s new store in the USA would be most effective and worthwhile. This is because we see Ted Baker working very well in New York as it suits our target audience and reflects ideology and references from main focus point of research such as Gossip Girl Series. The young working generation would be ideal and New York is open to unique senses of style. We feel that the other New York based Ted stores are situated in Bloomingdales, but the store that we feel would work best would be based as a separate store in Soho and / or 5^th Ave.

IN EVERY STORE THERE IS A SET THEME:

-       4 different shops; Country pub, Apothecary, Butchers & Tea Shop

-       Grooming Room for men & Beauty shop for women

-       1950’s communication

-       Music, magic and movies

-       Theatre

-       English Country Garden / English Rose

-       Idea of moving home and unpacking

-       Grand House (Manor House)

-       London Town House

-       Analogue to Digital

-       Old meets you

-       Building Materials / Surfaces

-       Wildlife and Nature

-       Nautical Sea theme

Word of Mouth Tactics:

-       Insentives

-       Phone box idea – Go to phone box in store and call ‘Ted’ to hear about the holiday and collect personal code.

-       Be welcoming atmosphere

-       Rewards

-       Collective Aspects

-       Basic : Flyers / Posters

IDEA ONE – VACATION (Pack Up) (Travel) (Break)

MR and Mrs Ted on Holiday:

-       New York citizens going on a British holiday – Mr and Mrs Ted Baker offering a personal insight and experience via the use of a ‘vacation’

-       Ted stating “come into my store”

-       Journey of discovery – integrated tour into British culture and lifestyle

-       The British Vacation – clash and contrast between the two

-       Integrated tour allows the customer to become more connected to Ted

-       All about experiences

-       Maintain class whilst mixing humour

-       Don’t want to push beach theme, more about idea of a holiday/vacation, a journey, exploration, discovery

Possible products

-       Audio – use of British sounds – seagulls, the sea, the fairground

-       Offering of sweets in jars, ice cream stall, tea flasks

-       Deckchairs in the changing rooms

-       Beach huts as changing rooms

-       Idea of a calling card which can be used within a British phone box within store which offers customers the change to collect points and call up and gain loyalties

-       Postcards, letters, phoning home

-       Converting of money as a way to gain loyalties and gifts

-       Wrapping up items that you bought in style of presents to send to family at home

-       Receipts stamped – ink, in the style of passports

-       Picnics – how could this be integrated?

Expansion of ideas

-       Split the shop into man and woman – the experience of both, what would they do differently.

-       Have Picnic baskets stacked up and displayed?

-       Fish and Chips?

·       REMEMBER DON’T GO TOO TACKY

·       Spread by word of mouth; if you get your friends to sign up then you get an award.

·       Open launch Event

*  Keep British Humour

Other Ideas:

Using British Seasons:

-       Spring

-       Summer

-       Winter

-       Autumn

Using British Coins

Using British Food

Using British Icons?

Using British Weather

British Landscape

British Animals

 * Every TED BAKER Store has:

A welcoming environment

An intriguing layout / structure / form and theme

Inonotive ideas

An element of luxury

Stylish Qualities

High High Quality

No Ordinary Marketing

Ted believes in talking directly with his customers,

and engaging them with the brand in non-traditional ways,

using our unique tone of voice to articulate ourselves in a

memorable fashion.

Ted Baker has never advertised in the traditional sense.

Rather, we create high impact, non-traditional

window schemes, as well as events, experiences and

contemporary digital media which are designed to

capture customers’ attention and offer them

something out of the ordinary.

For Spring/Summer 12, our campaign (entitled

‘The Great Exhibitionist’) connected a mini lookbook

as a gift with purchase, a window scheme and an

innovative social media activity (Ted’s Drawing Room),

which gave customers the chance to win a bespoke fashion

portrait of themselves by a top illustrator.