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Summary and Overview
Table of Contents
2
2
Summary and Overview
3
Agency Brand Strategy
4
History of OPI
5
Competitor Analysis
6
SWOT Analysis
7
Environmental Analysis
8
Objectives and Budget
9Research
10
Brand Value Proposition
11
Target Market
12
Campaign Strategy
13
Big Idea
14
Creative Overview
15
Creative Executions
19
Creative Testing
20
Media Objectives
21
Media Choices
26
Media Schedule
27
Media Budget
28
Brand Activation
31
Evaluation
32
Creative Brief
33
Meet Our Team
Executive Summary
OPI is a professional salon brand nail polish. Available at beauty stores and salons
alike, consumers often associate the upscale nail polish with special occasions. Our
mission is to show and emphasize OPI as an elite nail polish that can be worn everyday because “every day is an occasion with OPI.” Therefore, users should always
choose OPI when they change their nail color. OPI’s ability to make everyday tasks
seem like an occasion boosts confidence and self-esteem in product users. Thus, it
is imperative for consumers to view OPI as a lifestyle brand as long as they want to
make every day an occasion.
Over view
Anchor Advertising intends to position OPI as a nail polish that can be worn every
day. Our advertisements aim to capture our target of women 18 to 34 in their daily
lifestyle routines while wearing OPI nail polish. The tag line, “Every day is an occasion with OPI,” will be used across all advertisements to emphasize that OPI is the
only nail polish that can make each day special. Our campaign will reach our target
market via television commercials, print advertisements in magazines, billboards,
and Internet ads. With this approach, we hope to achieve our marketing goal of
increasing sales by 7%, while also creating 85% awareness and 60% comprehension
in terms of advertising.
Anchor Advertising
Agency Brand Strategy
Anchor Advertising is a full-service advertising agency fresh on the
market complete with unique ideas to share with clients. Made up of
six eager and extraordinary individuals who constantly strive to provide
clients with the best campaigns on the market, our team encompasses creativity, innovation, and enthusiasm. Our passion shines through
everything we create. Starting with a detailed research analysis, our
agency is then able to create accurate communication goals, campaign
strategies, media plans, and of course a captivating campaign that will
make your business stand out in the competitive market. We are dedicated to providing the best of the best and forming relationships with
clients that will last a lifetime.
3
History of OPI
OPI, originally named Odontorium Products Incorporated, was a small dental supply company purchased by George Schaeffer in 1981. Interested in the steady stream
of women who paid full price for dental acrylics used to make fake teeth, Schaeffer quickly realized the female buyers were trailblazers in the burgeoning nail industry.
OPI founded
1981
2007
2010
2012
4
Reformulated
polishes
OPI is acquired by
Coty Inc.
George Schaeffer and Suzi Weiss-Fischmann partnered with a chemist to create
an acrylic nail system, which Schaeffer sold door-to-door to local nail salons. In
1985, Schaeffer willingly closed the dental supply company and renamed it OPI.
Wanting his nail polish to become an essential fashion accessory,
Schaeffer created seasonal collections while launching then discontinuing 24 shades a year. OPI also came up with geographic monikers like Not So Bora-Bora-ing Pink and I’m Not Really a Waitress.
OPI partnered with
Nicki Minaj to create
a nail polish line
Schaeffer’s main focus has always been about making OPI a brand used
by professionals. Thus, he created a chip-resistant “lacquer” which
met nail professionals’ approvals. He went even further to design a
bottle with a weighted cap so it was easier to use. With his outsider perspective, Schaeffer has redefined both his company and
the nail industry, transforming OPI into a $105 million business and the world’s largest professional nail care outlet.
Competitor Analysis
All three competitors offer high quality nail polish.
Essie
STRENGTHS
- Thin formula provides long shelf life
- Sleek, simple advertisements
- Easily accessible to purchase
WEAKNESSES
- Website is not sophisticated
- Price (about $7.50 per bottle)
- Bottle does not have a good grip
- No active Twitter or links to social
media
Revlon China
Glaze
STRENGTHS
- Celebrity endorsements for makeup
carry over to polishes
- Efficient bottle size and shape
- Emphasizes convenience in polish
lines (Top Speed™ Fast Dry
ColorStay™ Longwear)
- Sophisticated and advanced website
WEAKNESSES
- Not known for nail polish but rather
makeup in general
- No gradient on handle of bottle
STRENGTHS
- Over 400 colors to choose from
- Affordable price (ranging from
$2.50 to $7.00)
- Bottle is easy to open
- Themed colors and unique color
names
WEAKNESSES
- Website looks amateur
- Takes a long time to dry on nails
- Lacking strong social media
5
6
Environmental Analysis
Sociocultural Forces
Economic Forces
In our world today, women focus much of their attention and
money on beauty products. With OPI as the world leader of
professional nail care, many women look up to and depend on
OPI’s high quality. OPI exceeds in determining color forecasting,
sense of style, and instinct for what women want. The professional OPI nail lacquer is a long-lasting, chip-resistant formula
available in over 200 fashion-forward colors. OPI also invents
clever names that customers eagerly look forward to. Also, with
the awareness of philanthropy rapidly rising, OPI is committed
to the concept of giving back. They founded the Schaeffer Family Foundation as well as donated millions of dollars to charities
worldwide. Many women are recently becoming more involved
with sustainability. OPI “strives to improve the environmental
quality of [their] products, packaging, and operations.” OPI supports the concept of sustainable development and ensures a better quality of life for everyone now and in future generations.
Shoppers try to find the highest quality beauty products for a reasonable price. Paul Bryson, Director of Research and Development
at OPI, stated, “In terms of the recession, people do not give up
alcohol, tobacco, and cosmetics. People can always afford a small
bottle of nail polish.” OPI offers nail polish ranging from $6.99 for
normal nail lacquer to $23.99 for gel nail products. The original
OPI nail polish can be found in beauty-focused venues, such as
Sephora and Ulta, as well as beauty salons and select retailers.
They own Nicole by OPI, inexpensive nail polish geared toward
younger customers in their teens, which is sold in drugstores.
Competitive Forces
The companies in competition with OPI include Essie, Revlon, and China Glaze. OPI leads the professional beauty industry by raising the standards in which the industry operates.
Unlike its competitors, OPI is active in numerous associations
within the industry that aim to ensure consumer safety is always preserved. Sold in 50 different countries, OPI is one
of the world leaders of the professional nail care industry.
Legal/Regulatory Forces
OPI actively works with the EPA (Environmental Protection
Agency) and the Campaign for Safe Cosmetics to meet and
exceed safety standards. OPI has a dedicated team of scientists who ensure product quality and safety. OPI was one of
the first companies to remove toxic ingredients such as dibutyl phthalate and toluene while maintaining the high product quality standards customers expect. OPI also promotes
salon sanitation to ensure that customers, as well as nail professionals, can enjoy the healthiest environment possible.
7
Objectives and Budget
Marketing and Advertising Objectives
This campaign will improve awareness of the elite OPI nail polish as an everyday product to wear. Our emphasis on lifestyle and a feel-good attitude will help achieve our marketing goal of increasing overall sales by 7%. Anchor Advertising is targeting women between 18 and 34 years old.
By the end of the yearlong campaign, 85% of our target market will be aware of OPI nail polish and 60% of the target market will understand its
benefits. The effective reach for this campaign is 85 with an effective frequency of 5. To achieve our objectives, we must reach at least 85% of
our target market and reach each consumer at least 5 times.
Time Frame
The campaign will run for one year starting January 2013 and ending December 2013. Since we are advertising OPI as an everyday elite nail polish, we will run advertisements consistently throughout the year. We will also increase the number of ads at the beginning of every season, as
that is when our target market looks to purchase polish. This will increase comprehension and conviction within our target market.
Budget Summary
Anchor Advertising was given a budget of $15,000,000 to implement an effective campaign. Any extra money not used on
purchasing media was added to production costs.
Television - $4,080,000
Magazines - $4,642,945
Billboards - $4,030,080
Internet - $975,000
Production Costs - $1,271,975
8
7% 8% 27% Television Magazines 27% Billboard 31% Internet Produc=on Costs Research
Research Objectives
Secondary Research
At Anchor Advertising, we strove to get to know
OPI’s market by researching what women in the target
market like to wear, shop, read, and watch. To do so, we
utilized popular blogs on Tumblr and Blogger and the
trendy social media site, Pinterest. We were able to get
insight into our customers’ personalities and their views
on OPI. We flipped through Vogue, Harper’s Bazaar, Vanity Fair, and Veranda, which are all popular to our target
market. These magazines allowed us to identify the current trends in magazine advertising and editorial.
Using valid, current information in MRI+, we determined the target market for our campaign is women
between 18 and 34. We then utilized the MRI+ database
to figure out which magazines and television stations our
target market reads and watches. We found they regularly consume media concerning fashion, home decor
and news. Among the magazines they read are Lucky,
Cosmopolitan, and Harper’s Bazaar; among the television
channels they watch are the Style Network, Bravo, and
E! Entertainment Network. According to MRI+, they also
regularly use websites such as Groupon and Overstock.
- Determine consumer buying patterns and habits pertaining to nail polish
- Find out target markets’ views of OPI as compared to its competitors
- Determine the target market’s media interests
Primary Research
After distributing a long-form survey to women within our target market,
Anchor Advertising gained insight about why women wear nail polish, how it makes
them feel, and their reasons for choosing (or not choosing) a certain brand of nail
polish, including OPI. At the end of the survey, we asked that respondents attach
photos of their nail polish collection and clothes closet as is. The visuals showed
us ways in which they express themselves. We decided to collect qualitative data
because we wanted personal responses and reasons rather than statistics. Qualitative, long-form surveys with open responses allowed us to discover patterns and
trends among our target market.
Contrary to our initial belief, respondents did not stress the price of the
polish as a primary reason for purchasing one brand over another. We found the
majority of women we surveyed wear nail polish to feel put-together, as a form of
self-expression, as well as for the actual experience of applying it. They choose one
brand of nail polish over another based on the brand’s variety of colors and the
quality of its formula. Women associate the nail salon with special occasions, and
prefer painting their nails themselves on a regular basis. However, we also found
that they identify OPI as a high-quality salon brand. We could then infer that OPI
was also associated with special occasions. With this information, we decided to
focus our campaign on altering this perception.
9
Brand Value Proposition
Functional Benefits:
OPI’s product line provides an exceptionally wide variety of colors to choose from, including lines called Soft Shades by OPI and Brights by OPI.
Each bottle has an ergonomically designed handle for easy application, and consists of a natural formula that doesn’t wear easily on users’ nails.
Emotional Benefits:
Many respondents claimed that wearing nail polish makes them feel put-together, complete, and composed. It provides a sense of confidence for
the user, knowing their nails look presentable. Since OPI has a high-quality formula that lasts a long time both in the bottle and on one’s’ nails, this
feeling of confidence is especially high in OPI users.
Self-Expressive Benefits:
Nail polish is a form of self-expression. The colors women choose to wear reflect their personalities, style, fashion sense, and sometimes even how
they’re feeling. Women who buy OPI like to be seen as fashionable, elegant, and put-together. OPI’s color palette allows women to choose colors
that represent them or that match their unique styles.
10
Target Market
Our target market for this campaign is women between the ages of 18 and 34. These women generally have a yearly income of at least $75,000.
18-23 24-28 29-34
Meet Olivia.
She is an 18-year-old freshman at a private institution in Washington D.C. She is
fashion conscious, driven, studious, and
involved on campus. She loves to feel put
together and painting her nails gives her
that satisfied feeling.
Meet Chloe.
She is a 26-year-old working her first professional job in Boston. She enjoys going
out with her girlfriends. She is a coffee addict and social media advocate. Whether
she’s making coffee runs between meetings, shaking hands with other business
professionals, or giving a presentation, she
makes sure to put her best hand forward.
Meet Gabrielle.
She is a 32-year-old who lives in the suburbs outside of Charlotte, NC. She is kept
busy day-to-day being the Director of Sales
at a Fortune 500 company. She is also the
mother of two young kids. She wears polish that doesn’t chip so she can maintain
her hectic lifestyle with poise.
11
Campaign Strategy
The Challenge
OPI nail polish is currently recognized as an elite brand. Although it is available in select beauty stores and chain retailers, it is not purchased
regularly. People buy and wear OPI for special occasions. They currently believe that because OPI is elite, it is not for everyday wear but rather for
special events.
The Insight
Through qualitative interviews, we found that many women in our target market prefer to paint their own nails for everyday wear. They purchase
polishes at beauty stores and retailers as well as visit the salon on occasion. When their nails are painted, they feel good in their skin.
The Solution
While promoting the quality of OPI polish, we will position the polish as an elite brand for everyday wear. In our creative executions, we will incorporate the idea of feeling good in everyday tasks.
12
THE
BIG
IDEA
Every day is an occasion with OPI.
13
Creative
Creative Strategy
Research suggests women in our target market feel confident while wearing nail polish. We are focusing our advertisements on making OPI an
everyday polish so our consumers can always feel good in what they are doing. All of our executions will showcase an average day of a woman.
Although minor tasks, the woman feels good doing them because she is wearing OPI.
Art Direction
The print advertisements will capture women in the essence of their lifestyles. Their polished nails will be featured in the shots to show that
it makes each woman feel complete and put together. The three executions include a day at the gym, a coffee break, and a day at the office. A
billboard and Internet banner will showcase other daily lifestyle activities in the same way. The television commercial consists of quick takes of
different women in different lifestyles, all feeling good in their skin because they are wearing OPI. On the Internet banner, phrases such as “coffee
break,” “meeting,” and “lunch date” will take turns flashing to get the same effect.
Copywriting
At the top of each print ad, the copy states, “It’s not just another” followed by an inserted, customized phrase. The customizable phrase is in a
font that looks like handwriting to suggest women can fill in their own lifestyle. At the bottom of the ad, the copy says, “Because every day is an
occasion with OPI.” This tag line implicitly suggests that OPI is the reason for feeling good in everything you do in your unique lifestyle.
14
Print Advertisements
15
Print & Internet Banner
16
Billboard
17
Television Storyboard
The commercial will feature multiple women with different lifestyles getting ready for their day. Fast takes and cuts will be involved in the commercial to depict their fast paced lifestyles. The camera will focus on their hands in everything they do.
18
Woman wakes up. The camera will pan to her nails while
she stretches. No music is
playing – sounds peaceful.
Begins walking to closet.
Another woman opens closet
full of clothes. “I Look to You”
by Miami Horror plays as she
picks out her outfit.
A third girl gets dressed. Camera pans in to focus on her
bright nails as she puts on her
shoes, tights, and outfit.
Woman is putting on makeup.
Nails will be visible. On makeup stand will be multiple bottles of OPI nail polish.
Woman is drinking her daily
cup of coffee. Woman is also
very relaxed and carefree.
Woman is shown with brief
cases in her hand for work.
Another girl will be with
friends, and yet another will
be going to workout.
The screen will go black and it
will read, “It’s not just another ___.” The blank space will
rapidly change between activities such as “day at work,”
“workout,” “taxi ride.”
The screen will switch to our
slogan and nail polish will
look as if it was poured onto
the screen. Once the screen is
filled with a polish color, OPI
will still be visible. Cut out.
Creative Testing
Results of Creative Testing
In order to verify that our advertisements and the concept within them are effective, we showed women in our target market the print advertisements, Internet banner, commercial storyboard, and billboard sample. We asked them to tell us
what they took away from the ads. Our market immediately
identified with the idea to insert their lifestyle into the ad. Even
though they all didn’t associate with the models (for instance,
some don’t workout on an average day), they were still drawn
to the ads. They comprehended the message, adding they like
the idea of positioning OPI for everyday wear.
19
Media
Objectives
Strategies
Target Audience
Continuity
Our target audience is educated women between ages 18 and 34. For
those who have already graduated college, they have stable careers
with an even more stable income starting at $75,000. They are interested in fashion, cooking, and decorating their homes. Many balance
their career, small children, and a husband while still being able to
present themselves nicely. Our ad campaign emphasizes this fact by
reminding them that every day is a special occasion and that OPI can
help complete their look in order to help them take on their day with
confidence.
Message Weight
Since the women in our target market actively read magazines, watch
television, and surf the Internet, our message will be about the same
weight through each medium. Due to our geographic goal to target
those who live in metropolitan cities, our message on billboards will
be more densely exposed in these areas because of the larger population and advertising availability.
Geographic Scope of Placement
To initiate our campaign, our advertising will be both regional and
national. All commercials, print advertisements and internet advertisements will be placed in national media. Billboards will be placed
regionally in metropolitan areas across the country in cities such as
New York City, Chicago, Boston, Indianapolis, and Minneapolis.
20
The continuity for this campaign will be a pulsing schedule. We will implement billboards to increase the message weight at the beginning of
each season. Women purchase nail polish throughout the year as well
as at the beginning of seasons. Fall and Spring both have fashion weeks
in which fashionistas find out about new trends and colors. During the
summer, nail polish is popular since women’s toenails are also exposed
the most during this season and women want to show off their bright
nails. The winter is also a popular season as it is the season of giving
and nail polish is a great stocking stuffer. Therefore, the exposure of our
advertisements will be increased during the peak parts of each season
in order to generate more awareness when consumers want nail polish
the most.
Effective Reach: 85
Effective Frequency: 5
Dimensions
Television
Magazines
Internet
Billboard
30 second commercial
1 full page with bleed
Wide skyscraper banner; 600 pixels x 160 pixels
48 feet x 14 feet
Media Choices
Television Choices
Keeping Up With the Kardashians
E! Entertainment on Sundays at 9 PM
Giuliana & Bill
Style Network on Tuesdays at 8 PM
Keeping Up With the Kardashians is the top rated show during
Sunday prime time for the 18 to 49 demographic. Our target market frequently watches the E! network, so placing an ad here will
give OPI a great deal of exposure.
Since we found that our target market for OPI watches The Style
Network frequently, we plan on placing ads during one of their
most popular shows, Giuliana & Bill. This reality show stars Giuliana and Bill Rancic, a fashionable young couple juggling work,
children, and relationship - much like our target audience.
The Last Word with Lawrence O’Donnell
MSNBC on Mondays at 10 PM
Modern Family
ABC on Wednesdays at 9 PM
Women in OPI’s demographic watch news and news specials very
frequently. Since MSNBC is the highest rated cable news network
for women in our demographic, we will be placing ads during this
highly rated show.
Modern Family is the highest rated scripted television show on
network TV within the 18 to 49 demographic. The show also has
an audience that generally spends more money, allowing us to
hit our target demographic of women who have higher incomes.
21
Media Choices
Television Specials
Victoria’s Secret Fashion Show
CBS, December TBA
The 84th Academy Awards
ABC on Sunday, February 24th at 7 PM
The annual Victoria’s Secret Fashion Show
features world leading fashion icons and
popular performers. An average of nine million viewers tune in annually, chart-topping
the viewership every night it airs. The show
is about elegance, fashion and expression, all
of which the women in our target live for.
We plan on advertising during The Academy Awards since our target market heavily
watches award shows. Since The Academy
Awards are the most prestigious, and frequently the most watched, advertising during this award show will directly target our
market.
22
Barbara Walters’ 10 Most Fascinating
People
ABC, December TBA
The 10 Most Fascinating People is an annual
special recognizing ten influential people
for their work throughout the year. Women
primarily tune in. Since women in our target
watch television specials, we can successfully reach them by airing a commercial during
this special.
Media Choices
Magazines
Lucky Magazine
Circulation: 1,109,757
Harper’s Bazaar Magazine
Circulation: 734,504
The magazine features powerful women
on their covers with personal stories about
them that attract women of our target audience. It also features high-fashion and ways
to achieve that fashion on a budget. Since
our target audience reads Lucky the most,
we chose to purchase a 4th cover advertisement.
This magazine allows us to reach our target
market of women who are educated, highincome earners who are truly invested in
fashion and fashion news. The women who
read Harper’s Bazaar are interested in keeping up with the latest trends.
InStyle Magazine
Circulation: 1,767,248
People Magazine
Circulation: 3,563,035
InStyle magazine features stories on women,
fashion, and relationships. The magazine
dives into the private side of public faces The
famous women featured inform readers –
and our target audience – on which fashions
and styles to choose whether they are going
to work, grabbing coffee, or getting ready for
a date.
This weekly magazine specializes in humaninterest stories. It features celebrity news,
gossip, and current style trends. People has
the largest readership of any other American
magazine.
23
Media Choices
Internet
Amazon.com
About.com
Amazon.com is the world’s largest online retailer. Since our target
market includes working women with busy schedules, this website allows them to shop from their home or on-the-go.
This website attracts the inquisitive and educated side of our target audience curious about all things. Our target audience frequents this website.
Ticketmaster.com
WebMD.com
Because our target market includes women with incomes over
$75,000, they are able and willing to spend money on recreational activities like concerts, sports games and other large events.
Ticketmaster is the number one trustworthy source to do so.
Women in our target audience visit WebMD often. This website
attracts the young mothers within our market as they regularly
visit the site to check their child’s symptoms.
LuckyMag.com
Lucky draws in dedicated readers of their print magazine to also
view content online. Young, fashionable professionals refer to the
online posts for more everyday fashion topics and tips.
24
Media Choices
Billboards
We chose to advertise our billboards in large cities in the United States because the highest index on MRI+ was County Size A, which includes
the counties belonging to the 26 largest metropolitan areas in the country. According to MRI+, the regions of the United States with the highest
indexes were the Midwest and the Northeast. Therefore, we chose the following cities to place our billboards in:
1. New York City, New York - 8,244,910 residents
2. Chicago, Illinois - 2,707,120 residents
3. Indianapolis, Indiana - 827,609 residents
4. Boston, Massachusetts - 625,087 residents
5. Minneapolis, Minnesota - 387,753 residents
In New York City, we will advertise the billboard for once a month within each season for a total of four months. New York has the largest population of people and will reach an abundance of women. Since Fashion Week occurs in both the Fall and the Spring, having a billboard during those
times will increase publicity for the brand.
In Chicago, we will advertise three months out of the year since Chicago has the second largest population from our chosen cities. These will be
spread out over the four seasons to ensure a greater amount of impressions. In Boston, Indianapolis, and Minneapolis we plan to advertise two
months out of the year, in the Summer and in the Winter.
25
Media Schedule
Weeks:
2013
January 1 2 3 4
February 1 2 3 4
March
1 2 3 4
April
1 2 3 4
May 1 2 3 4
June
1 2 3 4
July
1 2 3 4
August 1 2 3 4 September
1 2 3 4
October
1 2 3 4
November 1 2 3 4
December
1 2 3 4
Magazines Lucky
InStyle
People
Harper's Bazaar
Harper's Bazaar March & September Issues
Executions
# of Issues
9
8
2
8
2
Cost
Total
$ 144,502.00 $ 1,300,518.00
$ 154,882.00 $ 1,239,056.00
$ 305,900.00 $ 611,800.00
$ 147,056.00 $ 1,176,448.00
$ 157,561.50 $ 315,123.00
= sum( 4,642,945.00
Print Total: $ Television Rating P oints
Keeping up with the Kardashians (E! Entertainment Television)
55 $ 30,000.00 $ 1,650,000.00
Modern Family (ABC)
35 $ 30,000.00 $ 1,050,000.00
Giuliana & Bill (Style Network)
20 $ 30,000.00 $ 600,000.00
The Last Word with Lawrence O’Donnell (MSNBC)
20 $ 30,000.00 $ 600,000.00
Specials: Victoria's Secret Fashion Show (CBS)
2 $ 30,000.00 $ 60,000.00
The Academy Awards (ABC)
2 $ 30,000.00 $ 60,000.00
Barbara Walter's 10 Most Interesting People (ABC)
2 $ 30,000.00 $ 60,000.00
Television T otal: $ 4,080,000.00
Billboards New York City, New York
$ 24,734.00 $ 2,968,080.00
Boston, Massachusetts
$ 1,875.00 $ 112,500.00
Chicago, Illinois
$ 8,120.00 $ 730,800.00
Indianapolis, Indiana
$ 2,482.00 $ 148,920.00
Minneapolis, Minnesota
$ 1,163.00 $ 69,780.00
Billboard Total: $ 4,030,080.00
Internet Impressions
Amazon.com
25,000,000
$ 325,000.00
Ticketmaster.com
15,000,000
$ 195,000.00
LuckyMag.com
25,000,000
$ 195,000.00
About.com
10,000,000
$ 130,000.00
WebMD.com
10,000,000
$ 130,000.00
Internet Total: $ 975,000.00
Grand Total: $ 13,728,025.00
26
Media Budget
Television
Television
# of Rating Points Cost Per Rating Point
Keeping Up With the Kardashians
55
$30,000.00
Modern Family
35
$30,000.00
Giuliana & Bill
20
$30,000.00
The Last Word with Lawrence O'Donnell
20
$30,000.00
Television Specials
Victoria's Secret Fashion Show
Academy Awards
Barbara Walter's 10 Most Interesting People
2
2
2
$30,000.00
$30,000.00
$30,000.00
TOTAL TELEVISION
Total Cost
$1,650,000.00
$1,050,000.00
$600,000.00
$600,000.00
$3,900,000.00
$60,000.00
$60,000.00
$60,000.00
$180,000.00
$4,080,000.00
Billboards
Magazines
Magazines
# of Issues
Lucky
9
InStyle
8
Harper's Bazaar
8
Harper's Bazaar March & September
2
People
2
Cost Per Page
$144,502.00
$154,882.00
$147,056.00
$157,561.50
$305,900.00
TOTAL MAGAZINES
Total
$1,300,518.00
$1,239,056.00
$1,176,448.00
$315,123.00
$611,800.00
$4,642,945.00
Billboards
New York, NY
Boston, MA
Chicago, IL
Indianapolis, IN
Minneapolis, MN
# of Days
120
60
90
60
60
Population
8,244,910
625,087
2,707,120
827,609
387,753
Cost per day
$24,734.00
$1,875.00
$8,120.00
$2,482.00
$1,163.00
TOTAL BILLBOARDS
Total Cost
$2,968,080.00
$112,500.00
$730,800.00
$148,920.00
$69,780.00
$4,030,080.00
Internet
Internet
Amazon.com
Ticketmaster.com
LuckyMag.com
About.com
WebMD.com
Reach Frequency
5,000,000
5
5,000,000
3
5,000,000
5
5,000,000
2
5,000,000
2
Impressions
25,000,000
15,000,000
25,000,000
10,000,000
10,000,000
CPM
$13.00
$13.00
$13.00
$13.00
$13.00
TOTAL INTERNET
Total Cost
$325,000.00
$195,000.00
$195,000.00
$130,000.00
$130,000.00
$975,000.00
27
Brand Activation
The Occasion Box
Identify
Anchor Advertising presents The OPI Occasion Box created by you for you.
The occasion box is a personalized box of seven different colors chosen by the
user. Women simply have to logon to the OPI website to create their very own
occasion box for their everyday occasions. After picking seven different colors
from any collection the box will be shipped anywhere within the U.S. for users
to consume.
Objective
To promote everyday women’s individual occasions
Strategy
The Occasion Box further emphasizes the occasion aspect of the campaign.
Given the opportunity to create a box full of seven different colors, women
truly have the chance to wear an OPI color for their everyday occasions. The
Occasion Box further allows women to explore the OPI website and view the
many color options.
28
Brand Activation
Pin It to Win It Contest
Identify
Using Alpine White to create dots.
Pin your favorite OPI nail color or design to
show off your every day occasion and be entered
for the chance to win an occasion box of your
very own. Up to 250 winners will be selected from
those who have recieved the most repins!
Good luck to all and show us YOUR occasion!
Great for any occasion!
Not just another day at work!
Pinterest is an emerging social network with more referral traffic than
YouTube, LinkedIn, and Google Plus combined. It has grown exponentially. Therefore, we see the social network as an essential source in our
brand activation. We will create a specific “Pin It to Win It” public board
on our Pinterest for users to pin to. Users will pin images of themselves
wearing OPI during their day-to-day activities. The goal is to see how
consumers make everyday their occasion with OPI. Anyone who pins
an image will be entered into the OPI sweepstakes. The winner will be
chosen based on how many repins their image receives. Thus, the goal
is for users to pin their image and then ask family and friends to repin
their image in order to win. We will choose 250 winners who will receive a unique Pinterest-inspired occasion box from OPI.
Objective
To capture and promote everyday wear of OPI nail polish
My favorite going out color!
Love my cream colored nails!
Strategy
Love my pink nails!
My funky neon ombre nails
for school.
Partnering with Pinterest will drive OPI users to the OPI Pinterest boards
allowing us to gain followers. Those who enter into the sweepstakes
will receive a chance to see what other users do with OPI nail polish.
Overall, OPI will be promoted most when users repin their images in
order to win the sweepstakes. When users ask others to repin their images, this will create a word-of-mouth effect.
29
Brand Activation
Project Runway Sponsorship
Identify
Every season, the television show Project Runway hosts a challenge featuring
regular, modern-day women. OPI will host the challenge of the modern-day
woman where designers must create a frock that is useful for their everyday
occasion. The designers will then incorporate a nail polish color to complete
the look. The winner of the OPI Project Runway challenge will win a photo
shoot for themselves. It will be used as an advertisement for OPI as well.
Objective
To reinforce the overall campaign idea that every day is an occasion when you
are wearing OPI Nail Lacquer
Strategy
By bringing everyday women from our target market onto the show, we hope
to directly reach the Project Runway audience, which draws in about 3 million
viewers between the ages of 18 and 49. By watching the show, we want viewers to learn about the campaign, which is why we are planning to make OPI
the sole focus of the Project Runway challenge.
30
Evaluation
January
February
March
April
May
June
July
August
September
October
November
December
Total
Awareness Sales
4%
0.33%
7%
0.58%
10%
0.82%
8%
0.66%
6%
0.49%
6%
0.49%
5%
0.41%
7%
0.58%
10%
0.82%
7%
0.58%
5%
0.42%
10%
0.82%
85%
7.00%
Our two objectives for this campaign are to increase OPI sales by 7%, while also creating 85% awareness and 60% comprehension in our target
market, women ages 18 to 34.
Our projected sales are as follows:
Awareness Sales
January
4%
0.33%
February
7%
0.58%
March
10%
0.82%
April
8%
0.66%
May
6%
0.49%
June
6%
0.49%
July
5%
0.41%
August
7%
0.58%
September
10%
0.82%
October
7%
0.58%
November
5%
0.42%
December
10%
0.82%
Total
85%
7.00%
Percentage Increase in Awareness & Sales
12% 10% 8% 6% Awareness Sales 4% 2% 0% Percentage Increase in Awareness & Sales
12% 10% 31
32
Competition
Essie, Revlon and China Glaze
Underlying Emotional Need
Many women see painted nails as the final touch to feeling complete. We hope to
embody that feeling by making everyday an occasion. When wearing OPI, women should
feel empowered, confident and put-together because OPI makes every day special.
Advertising Objectives
We plan to highlight everyday activities as special occasions when wearing OPI,
allowing our consumer to make everyday an occasion. It is pertinent for our consumer to
view OPI as a polish that can be used day-to-day.
Advertising Problem
OPI is currently seen as an occasion-based nail polish. Users often choose the chic,
upscale polish for specific occasions as opposed to day-to-day wear.
Target Market
Young, career-oriented, successful women between the ages of 18 to 34 make up our
target market.
Goals
By initiating this campaign, we hope to increase OPI sales by 7%, while also creating
85% awareness and 60% comprehension in our target audience.
Historical Background
Purchased by George Schaeffer in 1981, OPI was a dental supply company originally
named Odontorium Products Inc. Originally looking to create dental acrylics, Schaeffer
ended up creating a nail acrylic, which he sold door-to-door to nail salons. In 1985,
Schaeffer abbreviated the company name to OPI. Schaeffer took the nail polish industry a
step further by launching then discontinuing 24 shades a year. Instead of boring names
such as #47, Schaeffer created geographic monikers for polish such as I’m Not Really a
Waitress. Coty Inc. acquired the $105 million company in 2010.
Creative Brief - OPI
Meet Our Team
LAUREN
KELLY
Lauren Quigley is a sophomore Integrated Marketing Communications major and Legal Studies
minor at Ithaca College. A native of New Jersey,
she loves Wawa macaroni and cheese and trips to
Soho. When she is not watching Revenge,
tweeting, or painting her nails, she is most
likely catching up on the latest entertainment news and gossip. Lauren hopes to
work at a music or entertainment company in Los Angeles or New York City.
Kelly Fishback is a sophomore Integrated Marketing Communications major from Rochester, NY.
When she’s not studying or playing tennis, you can
find her reading Harper’s Bazaar, watching Breaking Bad, or listening to music. She is
a fashion editor at the Ithaca College
magazine, HFS Magazine, and aspires
to work at a fashion magazine in New
York City.
Lauren makes every day an occasion with
OPI’s “I’m Not Really a Waitress.”
Kelly makes every day an occasion with
OPI’s “Russian Navy.”
CHRISTINE
Christine Benway is a sophomore Integrated Marketing Communications Major at Ithaca College.
Growing up in the Adirondacks, Christine loves being outdoors and spending time with her friends
and family. She is a varsity athlete on the Ithaca
College track and field team and loves
the rush of excitement that comes with
competing. After college, Christine aspires to succeed in the business world by
working at an elite advertising agency in
New York City or Boston.
Christine makes every day an occasion
with OPI’s “Royal Flush Blush.”
33
Meet Our Team
34
SARAH
DOMINIQUE
MONIFA
Sarah Duchano is a sophomore at Ithaca College
majoring in Integrated Marketing Communications. Hailing from Rochester, New York, she enjoys Thai food, running, beautiful summer days on
Nantucket Island, and Chunk from The
Goonies. She also makes a mean batch
of guacamole. After graduating from College, Sarah hopes to one day acquire a
position in a Boston-based ad agency as
either creative or art director.
Dominique Brown is a sophomore Integrated Marketing Communications major with both French
and International Communications minors. Dominique enjoys writing, fashion blogging, and spending time in New York City. With her own
personal fashion blog entitled Fashionique by Dominique, she aspires to work
in fashion PR. Her ultimate goal is to be
the head of public relations for both NY
and Paris Fashion Weeks.
Monifa Brooks is a sophomore Integrated Marketing Communications major with an International
Communications minor at Ithaca College. Monifa
enjoys sports, music, and social media. When she
graduates, she would like to work in a
few industries ranging from sport digital
media to fashion public relations. She is
determined to have a career that doesn’t
feel like work because she can always find
the bright side of each day.
Sarah makes every day an occasion with
OPI’s “Romeo and Joliet.”
Dominique makes every day an occasion
with OPI’s “Do you Lilac It?”
Monifa makes everyday an occasion with
OPI’s “Blue My Mind.”