H&M in
Chile
Living up
to the hype
On a simple search over Internet, it is easy to find positive comments
about H&M arrival to Chile. Even news sites are covering the event.
However, we wanted to know more about the current situation of the
brand in our market. A question we could answer through our propietary
tool, Echo Webreader.
High expectations for H&M arrival
WHAT IS
Identification of insights
and key metrics in real time
from online social
conversations about brands,
categories or relevant
topics.
Proprietary approach and
customized one-shot
HOW IT WORKS
Based on a simple process
with the flexibility to define
the scope and customize
brand metrics and
dashboards. The metrics are
compared with benchmarks
and targets owners by
category
Social listening for insights in
real-time measurement of brand
activations
WHERE
In all countries of
the Region, currently
in adaptation to USH
HUB: Buenos Aires
‘BEST IN CLASS’ GLOBAL - 2011
*H&M aparece en el wordcloud como hm debido a problemas que la aplicación tiene en la lectura
del signo &.
Casos totales: 257– Período: 1
de enero al 24 de julio de 2012./Keywords
relevadas: H&M/Zara/Top Show/Benetton/Guess/Mango/Banana Republic/Kenneth
Cole.
WordClouds
Microbl
og
63%
Blog
19%
Media
Types -
Other
10%
Social
Network
6%
Message
Board/F
orum
2%
63%
10%
6%
2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4% 0,4%
twit
ter.
com
ww
w.z
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da.c
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ww
w.f
aceb
ook.
com
qmpb
log.
com
ww
w.f
ucsi
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ers.
yaho
o.co
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w.b
igfe
nom
eno.
com
arch
ivop
erdi
do.c
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ww
w.c
aras
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ww
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sste
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dept
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orro
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mez
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anza
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gspo
t.co
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mt.
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arch
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ozer
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Casos totales: 257– Período: 1° de enero al 24 de
julio de 2012./Keywords relevadas: H&M/Zara/Top
Show/Benetton/Guess/Mango/Banana
Republic/Kenneth Cole.
Media type
73%
14%
9% 2%
1% Microblog
Social Network
Other Media
Types
Blog
Forum
Benchmarks Categoría
Sources
Negati
vo;
11%
Positiv
o; 15%
Neutro
; 74%
Positivo
11% Negativo
5%
Neutral
84% 20%
15% 14%
10%
9%
6% 6% 5%
5%
3% 3% 2% 2% 1%
1%
Zara
Publ
icid
ad
H&
M
Mod
a
Cos
tane
ra C
ente
r
Rop
a
Gue
ss
Tien
das
Man
go
Ben
etto
n
Otr
as M
arca
s
Prec
ios
Ban
ana
Rep
ublic
Top
Sho
p
Ken
neth
Col
e
Category benchmarks
Share of Feelings
1%
1%
2%
3%
4%
5%
7%
7%
7%
9%
11%
19%
24%
Banan
a…
Benett
on
Top
Shop
Precios
Tienda
s
Otras
Mar…
Mango
Guess
Ropa
Costan
era…
Zara
Moda
Publici
dad
Casos totales: 257– Período: 1° de enero al 24 de julio de
2012./Keywords relevadas: H&M/Zara/Top
Show/Benetton/Guess/Mango/Banana Republic/Kenneth
Cole.
Topics Share
Zara
39%
H&M
33%
Benet
ton
7%
Guess
6% Bana
na
Repu
blic
5%
Mang
o
5%
Top
Show
3%
Kenn
eth
Cole
2%
Positivo
15%
Negativo
7%
Neutral
78%
Positiv
o
13% Negati
vo
5%
Neutral
82%
31% 31% 30% 8%
Opinión
Anecdótico
Consulta
Rivalidad
Share of Feelings
Positiv
o
15%
Negati
vo
8%
Neutral
77%
H&M
Zara
Category benchmarks
Informative comments about H &
M refer to the celebrities used as
brand image, its use in advertising
campaigns and special collections.
Also, the announcement of new
collections and their future income to
the Chilean market both queries as
gender information.
The opinions, hovering around the
collections and anxiety caused by
waiting for its opening in the country.
*Lectura por
tendencia por falta
de casos.
Brands Share
37% 31% 16% 11% 5%
Opinión
Informativo
Anecdótico
Consulta
Recomendaci
ón
General Buzz
47% 38% 8% 6% 1%
Informativo
Opinión
Consulta
Recomendación
Anecdótico
H&M
Búsquedas principales (Índice calculado sobre la base total de
búsquedas de los dos términos)
Fuente : Google insigths for search
Medición índice de búsquedas 2012
Interest over time
Volume Search Context
THE LAST VALUE IS BASED ON DATA PARCIAL CHART AND
COULD CHANGE
100
REGIONAL INTEREST
100
Searched
30
Verbatims
“¿dónde venden bolsos para hombre?
holi, estoy buscando dónde comprar
bolsos para hombre, que sean estilosos
y profesionales, como pa tirar pinta en
la pega. había visto unos en zara, pero
hoy día fui y eran todos horribles ¿en
qué otra tienda podría buscar? que no
cuesten 100 lucas po, precios
razonables?
http://cdn100.iofferphoto.com/img3/ite
m/198/657/902/l_polo-mans-bag-
handbag-bd7e.jpg”
“rt @101vestidos: sandalias de zara de
tachuelas #new me encantan!!!!
http://t.co/1h6zn9ub”
“rt @trendschile: #mortis y 'zara' es ahora una
tendencia en chile http://t.co/vxan6f4b // efecto
costanera center?????” “rt @gonzpt: ah, espérate: salió en la tele que
h&m está listo para chile?!?!?!?! shut up and
take my money! (que no se las den de abc1
como zara acá sí)
“mira las primeras imágenes de @lanadelrey como
nuevo rostro de @h&m http://t.co/0efvcivr
http://t.co/edggv4be “h&m otoño 2012: juego de contrastes | hispamoda
http://t.co/ctdqcpak”
“rt @valevalevaleseo: y si costanera
center tiene h&m me voy directo a la
ruina obvio”
“"@revistaqp:
costanera center
reserva espacios
para tiendas top,
entre ellas victoria
secret y h&m:
http://t.co/oxsfo0yn
"/algo q tenga
bueno!”
“rt @camimz: h&m anuncia por facebook
dónde abrirá nuevas tiendas y no menciona
a chile . ya no se a que apostar.
http://t.co/bo0eaen4”
“rt @vinamar_: ¡buenas noticias! h&m llegaría
a chile; más detalles en @fucsia_chile
http://t.co/ajlr3ijm”
“amé estos boxer de #beckham para #h&m
http://t.co/dqpy5z6d”
“si, h&m no es la ropa con mejor calidad, pero por eso
es barata. apaña para una o dos temporadas y, con
cierta ropa, no se necesita mas!”
ZARA
20%
Publicidad
15%
H&M
14%
Moda
10%
Costanera
Center
9%
Ropa
6%
Guess
6%
Tiendas
5%
Mango
5%
Benetton
3%
Otras Marcas
3%
Precios
2%
Banana
Republic
2%
1%
Kenneth Cole
1%
Topshow Nuevas
colecciones
Campaña
David
Beckham
Aniversario
30 años DJ Tiesto
Plagio Logo Imagen de marca
Lana del Rey
Llegada
a Chile
Colores
Diseñadores
Jennifer
López
de compras
Descuentos
Inauguración
tienda
Productos
Positivo: 12%
Negativo: 6%
Neutro: 82%
Publicidad
Positivo: 11%
Negativo: 5%
Neutro: 84%
Moda
Positivo: 13%
Negativo: 8%
Neutro: 79%
Tiendas
General Buzz
Positivo: 11%
Negativo: 5%
Neutro: 84%
The use of celebrities as image brand generates the largest
volume of comments within the category to identify and
capitalize promote recognition.
In general the Internet postings refer to different stores,
designers associated with their collections, strategic
alliances, fashion, trends and colors. With the exception of
new collections and early season, particular products do not
encourage conversation.
Zara and H & M stores special observation, are associated
with the design and quality at low cost, although H & M
tends to be perceived as a store of higher quality and status.
This may be because Zara already has locations in the
country while H & M announces his next start, increasing
consultation and resulting in the exchange of information
given the flow of news.
Casos totales: 257– Período: 1° de enero al 24 de julio de
2012./Keywords relevadas: H&M/Zara/Top
Show/Benetton/Guess/Mango/Banana Republic/Kenneth Cole.
Conclusions
Costenera Center comes as the
commercial epicenter of the local
concentration of the shops already
established and will be opened soon.
As a shopping center, emerges as
contextual reference of the leading
brands.
Fashion Insights
H&M won’t be alone
Chile gets in
Chile wears brands
Fashion market in
Chile, and particularly
in Santiago, has been
facing a stylish boom,
with the arrival of
several international
brands in the last few
years.
• Of those, Zara was
clearly a pioneer in
bringing to our market
a combination of good
design and affordable
prices.
• As stated in our study,
others brands have
been labeled by the
consumers as great
design clothing, but
with higher prices than
those of their markets
of origin.
• H&M must avoid to be
part of the last group.
Chile goes shopping
Retail in Chile is highly developed, with local department
stores that have expanded beyond our borders, becoming
relevant regional actors.
• Falabella, Paris and Ripley are the top three retailers,
with stores all over the country and with presence in
Argentina, Peru and Colombia.
• These retailers have launched their own clothing lines,
with concepts that could somehow be similar to H&M.
• Basement (Falabella), Alaniz (Paris) and Marquis
(Ripley) would be brands to pay attention to.
Chile offers opportunities
With the economical development experienced by the
country since the nineties, and the wide access of Chilean
population to information technologies, the desire for
attractive international brands have never been higher.
• Brands that offer Chileans the possibility to satisfy that
desire, are likely to succeed.
• So far, most of the brands that could fill that need,
haven’t really offered a good price/quality relation.
• Online conversation tracked suggests a high evaluation
of H&M in terms of image , and especially in terms of
design.
Chile presents challenges
Even though the arrival of H&M seems to be a safe
bet, there are a couple of aspects that must be
considered.
• The power of the retail: With a national coverage
and their own credit cards, the department stores
are a force that cannot be underestimated.
• As mentioned, the expectations for the opening are
high, and one of the main reasons is the excellent
price/quality relation of the brand. Therefore,
prices too high would probably disappoint many
and create negative word of mouth.
H&M Opening Media Plan Experiencing Fashion
Fashion
Democratization
H&M arrives in
Chile
International
Brand
Strategy
3 Concepts to
communicate
Magazines
Select titles with a qualitative and quantitative mix
Separately, reach
Men and Women
Selection of titles with
high levels of coverage
and affinity by gender.
Evaluate and recommend
magazines focused on
fashion, beauty, wellnes,
life gourmet
H&M arrives
in Chile
International
Brand
BASED ON THE SELECTED PROFILE
WITH FOCUS in MEN AND WOMEN,
Modalidades GSE GENERO EDAD
ABC1 C2 C3 D H M 12-24 25-39 40-54 55-75
Cosas 17,9% 34,1% 24,5% 23,5% 30,0% 70,0% 23,5% 27,3% 23,6% 25,5%
Paula 24,4% 28,2% 22,8% 24,5% 17,0% 83,0% 26,6% 32,1% 24,0% 17,3%
Cosmopolitan 32,5% 35,5% 22,5% 9,4% 22,4% 77,6% 40,0% 44,4% 11,3% 4,3%
ED 46,8% 28,1% 25,1% 0,0% 16,1% 83,9% 21,4% 44,0% 26,9% 7,7%
Poder & Negocios 44,8% 30,2% 18,9% 6,2% 68,7% 31,3% 12,3% 56,1% 24,4% 7,2%
City 45,5% 12,1% 7,1% 35,4% 62,8% 37,2% 45,2% 34,8% 13,2% 6,8%
How?
Selection of different topics of interest for the target
Selection of titles with high levels of
coverage and affinity by gender.
Open TV
An aggressive plan with quick reach building.
On the third day we get 59% in +1 and by the
end of the plan our reach will be 75% in +1
and 53% in +4.
Mix of TV stations is based in the reach
provided by Canal 13, CHV, and TVN, and the
frequency given by Mega and Red TV.
Details
# Spots 272
Grp´s 602
Reach 75%
Ots 8
Channels TRP´S SOV
Chv 133 22%
La Red 100 17%
Mega 74 12%
Tvn 134 22%
Canal13 158 26%
Telecanal 3 1%
Total 602
H&M arrives in
Chile
Fashion
Democratization
Block schedule TRP´S SOV
06:00 - 08:00 36 6%
08:00 - 12:00 42 7%
12:00 - 14:00 48 8%
14:00 - 20:00 128 21%
20:00 - 21:00 76 13%
21:00 - 22:00 49 8%
22:00 - 01:00 165 27%
01:00 - 02:00 59 10%
602
Definition
Open Tv Plan • 48% Trp
s in prime
time (from 20:00 to
01:00 hrs) given the
need to incorporate
shows with high reach,
and the visibility of this
daypart in our target.
• 35% Of our spots
will be concentrated
in premium
placements
Optimization tool for Open and Pay TV, for planning,
negotiation and buying.
It has been tested as the best optimization tool in
real time in the market, since it allows 100%
flexibility, providing options to optimize by different
targets, daypart restrictions, channels selection,
etc.
H&M takes Santiago
H&M Opening will find in the OOH plan a
perfect partner to take the high fashion
and premiun design concepts to the high
street and premiun sites in Santiago.
Santiago is an ever growing city with over
6 million people. For that reason, there
are different zones with enough life as to
become centers of activity for their own
right, attracting thousands of people
everyday.
Top 3 OOH Spectaculars for H&M
Subway Walls
3 Impactant Walls in of
the most visited
stations from the
Subway network:
Escuela Militar -
Tobalaba – Baquedano
H&M arrives in
Chile
Fashion
Democratization
International
Brand
Monumental Important traffic towards the
uptown neighborhoods of the city.
Size: 25 x 25 mts.
To be perceived as the dominant
advertiser, H&M needs to be in all of
those zones, but spectacularly. We need
to make a difference by using only big
formats (premium sites) in each of those
zones and in the busy roads that connect
them (high street)
What do we mean by spectacularly? Let
us give you three examples.
Building Wrap Close to Costanera Center Mall
and leading to Parque Arauco
Mall
Size: 15 x 27 mts.
H&M takes Santiago
High Street Sites
A selection of smaller
sites in high traffic
routes
The campaign must focus in
1.- Generate awareness of H&M
2.- To promote H&M in the chilean market
3.- To establish a link with the consumer and value proposition of the brand
4.- Incentive the purchase
Concept
“A biggest news”
Targeting
communication
to a News
Context.
Use formats for
communicating
the arrival of
H&M
Digital Approach
Challenge
Generate a value
proposition to establish
highlight concept of
H&M
H&M arrives in
Chile
Fashion
Democratization
International
Brand
Affinity Crate
impact through
a content of interest
Branding & Reach
Brand Exposure
Content Development
Online editorial use the media
for release H&M
Strategic Way
Objective Digital
Develop a Branding campaign for launch
H&M with a different concept in the
Chilean market
Move awareness and sales indicators.
Format to allow different
types of segmentation
getting the core of target
Branding & Reach Facebook / Social Ads
Google / Display / Different
Formats
Group of sites associated with different
category
Different formats
Profile by segment, keywords, category
Content: Fashion, Beauty, Design
Google / Display / Blast
The google display network
exclusively reaches over
40% of network.
Segment by themes
Different formats.
Youtube / In Stream
Video that appear before the
content
MSN / Showcase
Video Expandend
Entertainment site, content
generator
Rich media format to allow a
greater impact interaction
enabled user and call your
attention
Affinity Crate - Zancada / Banner Fijo
300x250 + Publipost
Zancada / Publipost El Safari/ 300x250
+Publipost
Read more women
s.
Blog of Chile
Blog magazine to show the
latest trends and design.
Use a traditional format lead to
apost comment where the
arrival of H&M and benefits
Type of advertising that is
introduced in the content. Use
banner to generate traffic to post.
Post notified the arrival of H&M in
a new context. Blog readers can
comment and share
Pousta/ 300x250
+Publipost
FYI/ 300x250 +Publipost
Blog theme of creative,
fashion,
design and cinema.
Use a traditional format
lead to a post comment
where the arrival of
H&M and benefits
Blog that focuses on information on
subjects like music, art or fashion.
Terra/ 300x250 en Franja Horaria
Content Development La Tercera 300x250 Expandible en el Home
News portal
Rich media format that
expands through the
mouseover, creating
impact and interaction
Portal with focus on
entertainment, sports and
lifestyle.
Provide massive generating an
important visibility and
performance
Canal13.cl/ 300x250 + Publipost
TVN.cl/ Preroll Emol/ 180x150 en
Tendencias y Mujer
Site of television channel
Use a traditional format
to post comment where
the arrival of H&M and
benefits
Site of television channel
Use pre-roll format display
to cover branding and
brand concept
News portal
High visibility format with focus on
branding
Play FM/ 300X250 en
Home e Interiores
BioBio Chile/ 300x250 + Publipost
Radio young adult oriented
Use a traditional format to
post comment where the
arrival of H&M and benefits
News site of Chile and
world
Use a traditional format to
post comment where the
arrival of H&M and benefits
FMDos/ 728x90 +200x600
Cooperativa.cl/ 120x600 + Publipost
Site of the radio, focus on
romantic music.
Traditional use of two format
are present in the home and
inside, car ruing frequency and
branding
Site of the radio news
program and conversation
Use a traditional format to
post comment where the
arrival of H&M and benefits
The media selection was designed for
achieving the objective of an optimum
brand launch with what we defined as the
appropriate budget.
The media plan will achieve high impact
with a total reach of 98%.
25% awareness estimated based on
previous experience.
The recommended Investment for this plan
is USD 845.110 ($409.037.015 Chilean
Pesos).
Comments
Flow
Amounts do not include VAT and agency commission
Sustaining Proposal
Trough specific activities we will generate a
continuous presence in a defined period of 6 months
post launch, in relevant moments and places for the
target and brand
TV :Reach
Building,
delivery of
meaningful
information
OOH: provides
closeness and brand
presence
Magazines: deliver
relevant information,
complicity, and
closeness to the
target
Sustaining Proposal
Digital : delivers
information about the
brand, support in the
purchase decision
and/or visit to the
store, allowing also
interaction with the
target.
Open TV
3 sustaining flights, each one
concentrated in one week of
activity close to the end of the
month.
Average levels of 200 trp’s
and 60% reach in 1+ and 30%
in 4+ with higher share in
prime time.
Mix of TV stations, just like
in launch stage, is based in the
reach provided by Canal 13,
CHV, and TVN, and the
frequency given by Mega and
Red TV.
Magazines
Continuous presence with 1
page ads in titles of high
readership, and like in launch
stage, with different titles for
men and women, according to
the affinity of each title.
OOH
Digital
Extension of the exhibition of 3
sites oh high impact present in
the launch stage, with the
objective of keeping brand
presence in key locations with
high influx.
Permanence and delivery of
continuous content with the
challenge of generating a link and
dialogue between H&M and the
target, through the use of search,
entertainment, and information
sites.
Efficient ways to connect the brand
to the target
When they
search
When they get
informed
Where should we be?
BIGGER REACH ON
INTERNET
PROACTIVE SEARCH
CONNECTION WITH
CONTENT AND BRAND
TEXT ADS,IMAGE, VIDEO.
Google search/display
Segmentation power quality user
Search H&M proposal relation
SEGMENTATION
POWER
INTERESTS /
PROFESSION /
AGE
During sustaining stage
When they get entertained
CONNECTION WITH CONTENT AND BRAND.
HIGH REACH
LOW COST
Youtube in search an pre roll Social ads/video
Segmentation power
Interests / profession / age
Segmentation power
Quality user
Give response to an interest
related to the brand
Reinforces the concept
throug content
Presence in special
sections/ publipost
format/ editorial content
STRENGHTEN CURRENT PLATFORMS, BUT
Platforms
DEVELOPMENT OF
A STRATEGY OF
EMBASSADORS
THROUGH SOCIAL
NETWORKS.
Embassadors / Social networks
Spoker / mass appeal
Blog /Content
Person/ Dialogue
WITH A LOCAL AND DIFFERENT CALL.
Activation Ideas
COSTANERA MAPPING RUNWAY
For the launch of H&M in Chile, one aspect to be remarked will be the international image the brand possesses. In order to do that, we will take advantage of the highest tower in South America to bring the H&M arrival to live. Over the Costanera Center itself we will create a mapping which will recreate the most iconic buildings around the world, illustrating the idea that the fashion of the main cities around the world is moving to Santiago. While the images of the different buildings (must be vertical) are changing, we will include images of the fashion of each country. Eiffel Tower in Paris, the Big Ben in London, Pagodas from Japan, etc.
SIGNAGE
Altering the “little people” used in the signage of men-women restrooms, we propose the idea that the dressing style of everybody will change, from neutral people to people with a personal style. Therefore, in the restrooms, the image with a neutral man where it is read “Men” will be accompanied by the same image but with cool clothes, where it will be read “H&M Men”
FASHION SHOW IN THE SUBWAY
H&M democratizes fashion and takes it to the streets. With H&M, Chilean people will have for the very first time, the opportunity to buy items by great designers at an affordable price. To remark this quality that gives the brand much of its appeal, we will produce a fashion show presented by H&M soon after the launch of the first store. It will take in place in the city… and more precisely, in the “metro” that connects to the station located next to Costanera Center. A Saturday night, we will take a whole train in a terminal station (Los Dominicos) and all the guests will seat along the train to enjoy the show. The first wagon will be used as dresser room, while the final one will be served with catering, and the rest of the wagons will function as the runway to show the H&M designs. The trip will finish at Tobalaba station, that connects to Costanera Center. We believe that the possibilities to show the concept of democracy in fashion, plus the press coverage achieved by the event, will work perfectly for the brand.
H&M Gallery
With the intention to remark the concepts of “international” and “prestige” regarding fashion, this proposal consists of the installation of two containers in strategic locations surrounding Costanera Center: Parque de las Esculturas and Parque Bicentenario. These two containers will create a gallery in which people will receive information about H&M: the famous designers who had worked for the brand, the current lines, the website, the most iconic campaigns, etc… All this, thinking about spreading WOM, with the impact of the brand, the designers, and models.
YOUR H&M LOOK
Virtual Changing Room App We will develop a virtual changing room, in which the user will be able to try all the collection on, without even moving from home; just by turning on their webcam. Once they define their favourite look, they will be invited to take a picture of themselves and upload them into their Facebook profiles.
TRENDS INSERTION
In fashion magazines, like Paula, Cosas, or Ya, we will insert H&M pages, but not printed as the rest of the magazine, but made with the collection fabrics and a rounded cut at the top of the page in order to put the neck on it. In the bottom of the page will be read an instruction inviting women to put the page over their body as if they were trying on a clothing item. “Discover how the new H&M trends fit you”
FLASH RUNAWAYS
Fashion is no longer exclusive to big runways, and H&M takes it loser to the people. We will create flash runways, without previous notice in places like Lastarria neighborhood or in supermarkets, The models will arrive surprisingly, with the music of the place or in a truck with speakers. Models will be carrying bags with the H&M logo to give unity to the show and to highlight the brand. The activation will be filmed in order to have a viral in social networks. http://www.youtube.com/watch?v=FFY7PmNWMM4 (runway in a supermarket) http://www.youtube.com/watch?v=5ljbBuMeWMQ&feature=related (runway in a zebra crossing) http://www.youtube.com/watch?v=rEQmZXu1pIU&feature=related (daylight street runway)
ACCESORIES IN MIRRORS
Restrooms, almost by definition, are usually THE place women take for combing their hair, putting their make-up, fixing their clothes, the earrings… all the details are fixed in the mirror of a restroom, and H&M knows it. That’s why we are going to put over those restrooms mirrors, pictures of H&M accessories, so women can “try” them on with the reflection of their own image.
I’VE BEEN WEARING H&M FOR
YEARS
Even though H&M hasn’t arrived in Chile yet, it is true that many Chileans have met the brand after travelling to countries where H&M has stores. Taking advantage of this knowledge, we will make a contest that celebrates those who already have and H&M item. On one side, our potential customers will be able to brag about, win discounts or purchase orders, and the brand will be able to establish an image and communicate in the social networks from the very beginning. In order to participate, users will have to post a picture of themselves with their H&M item in Facebook or Twitter.
BEACH
Considering the months prior the launch of the H&M store (March) it’s summer season in Chile, when literally everybody is in the beach, we think that it is important to viral the brand in the main beach towns, as a pre-launch. Following that idea, we propose a towels model to be delivered in the beaches better related to our target, announcing the H&M arrival in Santiago in a very creative way
SANTIAGO IN
H&M arrives in Santiago and we want the city to notice how fashion arrives at the streets : we want H&M to be the one who dresses the city. We will decorate different urban objects, like kids playgrounds, metro barriers, public lighting, trees, or benches, covering them with H&M fabrics of different styles. With fluorescent colors, animal prints, pastel colors, etc.
STREAMING RUNAWAY
Who wouldn’t like to know what’s coming next months? H&M knows it, because in the other side of the world, the next season is already happening. We are going to pick up the key elements of an in important runway and deliver the best options to enjoy it: we will be able to watch the best designs, take a glass of champagne and do it all in the comfort of our own home, without the demanding codes that the formality of these kind of events require. Both, the press and clients with purchases over a certain amount of money, will receive a box with a small bottle of champagne, some snacks, and a password to watch online an exclusive fashion show from Europe.
Team
MediaVest
Definition, alongside H&M , of the general strategic guidelines, guaranteeing their
correct application.
Control over the achievement of objectives and deadlines established in the agreement
with H&V.
Responsible for the work of the team (Professional pro files, staff turnover, roles
definition, tasks and trainings)
Identification of learnings and opportunities for H&M business.
Guide of the focus of negotiations and development of strategies.
Foster and facilitate the right communication between H&M, MediaVest and the
creative agency(ies)
Definition of the strategic focus for the integration of Research to the
planning process.
Proposal of development of special projects according to opportunity
areas for H&M.
Guarantee for the quality of the final product delivered to H&M.
Dir
ecti
on
Antonieta Lanas Media Direction - Off Line
Rodrigo Idalsoaga Media Direction - Digital
Angélica Cruz Media Direction - OOH
Incorporate the strategic guidelines to the
planning.
Develop strategic plans.
Execute a correct target analysis and
consumer insight.
Provide support during media
negotiations.
Responsible for budget control.
Planner Incorporate the learnings of the special projects developed to the planning.
Develop market and competitive analysis.
Generate added value, look for alternative options to brand activations, how to maximize the media contracts (Media Expert: TV, Radio, and Magazines) .
Administrative control of the contracts.
Jaime Ayala Planner Off Line
Paulina Salazar Planner OOH
Media Assistant
Delivery of media orders and materials.
Control of the campaign exhibition.
Management of the contracts consumption.
Monitoring the competitive activity.
Guarantee the correct flow of information and reports to the client.
Research
Supervisor
Guarantee the correct functioning of applications
and proprietary and syndicated tools.
Incorporate the media Research perspective into the
conclusion of learnings for feedback.
Provide support to the target analysis and definition of
consumer insight.
Support the definition and development of special
projects for H&M
Systematization of Best Practices and successful
case studies.
Pablo Bascuñán - Research