Havaianas Launch: Strategy Planning Challenge
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Havaianas is color & simplicity Known as truly Brazilian With the aspiration of become something more
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Havaianas Launch in Russia during Winter was my first presentation in "Strategy Ideas in 10 slides" for my Strategy Planning Master in TAG (The Atomic Garden). Challenge determined by Ramón Jimenez (Strategy Planner JWT, New York).
Transcript of Havaianas Launch: Strategy Planning Challenge
Havaianas is color & simplicity
Known as truly Brazilian
With the aspiration of become something more
Fresh design | Vivid colors
NOW
BRAZIL
COLORS
RUSSIAour case
There is a millennial creative class in Russia - very aspirational.
Russian Millennials have the FOMO and is expanded on Social Media, also they want to be part of a gang
while also
being unique.
Complex Ego Minimalism _Women
Change for the future is embraced for more “international openness” but most “change challenges” are taboo (homo, drugs, politics, …)
Most used SM (Vkontakte) is know for being very egocentric, nudity and show off. Not much for connect with friends.
999
Linking the communication with highly aspirational, premium products
Hyperconnected millenials girls- FOMO is mainstream - Leaders
Answering to target: !
Individualism | Optimistic | Ask for more !
More European | Aspirational | Different | Tech
Colors for change
Color = RevolutionLink colour with emotional change. But not dramatically.
Color =Tradition
Millenials aspire for change. Quality+Simplicity is embraced.
A flip-flop based on colors. Truly brazillian.
Enable embrace change through colors.
Product Function Culture Context Brand Relevance
Colors for Russia
Brand IdeaExtend brand value to brand’s products
depth.
Havaianas puts color in your life.
Unlimited Colors (Havaianas helps embrace change)
Campaign Idea
unlimited
Colors
ATL _unlimited Colors: essence “colored ducks on Saint Petersburg river?”
SONY - Colours like no other 2008
Brand ques+ons What does the brand stand for?
Help embrace change through emotional easy adaptation: Puts color in your life !
What human needs are we solving for people? Adding emotion and change embracement to your daily life !
What are the human mo7va7ons we are aligned with? Freedom for international openess - change for the future !
What is the tension in people’s lives that we help alleviate? Russian Millennials girls want to show their openness to change but with a taboo experience
Campaign ques+ons How does the brand fit in modern Russian culture?
Like a emotion adaption helper - tension break enabler !
Are there any brand or product associa7ons I’d like to associate with the tech communication Apple(:for the colorful) campaign, Sony (Colors) !
Are the values of the brand relevant to Russian society? Yes. The values of the brand tries to help daily monotone white winter life !
What is the local interpreta7on of the brand’s global values? Colours are identified as change, dinamism is associated with future !
What connota7ons and associa7ons carries Brazil? Happiness, freedom, passion, endless summer
Engagement Strategy What percep+ons or behaviors will we be tapping into?
We’re breaking taboos. !
What is the role of the brand in the lives of these consumers? A drop of color in everyday rou9ne
!How will the idea demonstrate our purpose? By applying colours in daily rou9ne habits
!Where is the idea most likely to land?
On millenial girls that embraces change but treats it as a taboo !
What connec7ons will we turn on to get trac7on for the idea? That the Russian millenials want to keep their tradi8on while embracing change and openess
!What are the mechanics and key drivers for making it get picked up, played with and passed on?
Adap8on on target, target is aspira8onal and hyeprconnected and while offering differenta8on it can also diverts on “gang/community iden8fica8on”
Continuation of Brand idea/essence/purpose
Based on the sharing idea within the community
спасибо!(gracias!)
Q&A
