Advertising Campaign_UCB

Advertising Campaign: United Colors of Benetton: 

Advertising Campaign: United Colors of Benetton Submitted by: Aarshiya Chaudhry B.Com(h), III year Tutorial Group I-52

CONTENT: 

CONTENT Introduction An Overview Institutional Campaigns Ad Campaigns Unique Concept Benetton in India Campaigns by Benetton Indian Conditions SWOT Analysis Bibliography

INTRODUCTION: 

INTRODUCTION Benetton is a global clothing brand, based in Treviso, Italy. Its core business is clothing, a group with strong Italian character whose style, quality and passion are seen in its brands. The Group produces over 130 million garments every year. Its retail network of 5,000 contemporary stores around the world, offers high quality customer services and generates a total turnov14er of over 1.9 billion euro. The group provides employment to 7,987 people around the world. Benetton group is listed on Borsa Italiana, the Frankfurt Stock Exchange and the New York Stock Exchange. The €1.91 billion Benetton group, which owns four fashion brands, has a dominant presence in Europe, which accounts for 84% of global sales. Asia contributes another 12%.

Slide 5: 

“Communication should never be commissioned from outside the company, but conceived from within its heart.” LucianoBenetton The above statement by Luciano Benetton forms the base of Benetton’s advertising campaigns. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. The campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that they are always a focal point of discussion and of confrontation of ideas.

Slide 6: 

By running Institutional campaigns, Benetton aims at informing people about what is happening around them in the world rather than promoting sales of their products. These kinds of advertisement campaigns notifies to the people that company is a responsible business entity and its management takes socially responsible actions and supports the realistic pattern of the society. By entering the universe of values, the brand frees the product from the world of merchandise and manufacturing and makes it a social being of its own. By addressing an individual rather than a customer, the brand can identify its target on the basis not of age or income, but of a shared vision of what is important, starting from a set of common values.

Slide 7: 

“All the colors of the world” was one of the first slogans to appear in Benetton ads, and was later altered to “United Colors of Benetton.” The concept of united colors was such a strong one that for the first time in its history, the company adopted the slogan as its actual logo. For the first time in the history of commercial trademarks, the slogan United Colors of Benetton became a trademark.

Slide 8: 

These images showed youth and children of both sexes and every skin tone, giving the message of racial integration.

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Happy groups of multiracial kids were replaced by “couples” representing an all-new interpretation of difference. In this cycle, the word “different” became a close cousin of “controversial.”

Slide 10: 

Benetton had a plan To integrate opposites, To unite differences under a single flag The flag of its own logo. In this phase, the “product” gradually disappeared from the advertisements Benetton says it has a different reason for using this type of advertising: Benetton’s creative director, Oliviero Toscani, says the controversial images are designed to raise public awareness of social issues and position the company as a cutting edge, socially conscious marketer.

Ad Campaigns: 

Ad Campaigns Contrasts in Black & Whites In 1989, print ads below appeared as a part of the campaign “Contrasts in Black & White” and were designed to promote racial equality.

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The ad campaign had dual objectives: At one time it marks the concept of racial equality And at the same time it also shows to the world the harsh reality of racism, by making the hair of the black girl like horns and depicting it as a “devil”. Angels and Devil

Slide 14: 

Hearts The ad campaign was launched by Benetton on 21st March, 1996 to commemorate “World’s Anti-Racism Day”. This campaign continued the Benetton’s work on racism by showing White, Yellow and Black hearts in its ad. The ad portrayed that everybody is the same inside, no matter what the outside skil color is.

Slide 15: 

Benetton’s intuitional campaigns carry a big idea, a unique concept of showing shocking images to the world. The idea behind using shocking images was an effort by Benetton to breakthrough the complacency that exists in our society. By removing these images from their familiar contexts and putting them in a new context, make the more likely to be noticed, as the viewer becomes involved in process of answering the questions: What does this image mean? Why does this image appears with the Benetton logo? How do I feel about the subject of the image? What can I do? When images have shock value, they attract many people’s attention. People are bound to think about the image in the ad and thus know some of the world’s problems in the process. UNIQUE CONCEPT

Slide 16: 

Unlike traditional advertisements, Benetton ads do not have any image of the company’s product and ads may or may not carry a body copy. The ads only have an image that grabs audience attention in just a glance and a logo. These ads do not tell anyone to buy company’s products and not even imply it. The attempt is only to promote discussion about issues which people might ignore if presented to them through some other channel. Hence, it is an advertising that speaks across all cultural boundaries and raises social awareness by presenting powerful human and universal themes.

Slide 17: 

These ads are unable to ignore at a single glance. The message in the ads can be understood at a single glance. The impact of the ads is such that audience retains the message for a very long period of time. The ads do not create any drama; they are simple and very effective. As soon as one sees these kinds of ads, the message that the ads have in them, directly goes into the minds of audience. These ads try to bring opposites and differences under a single flag of “United Colors of Benetton”. By taking common social causes that are universally acclaimed and discussed, Benetton appeals to each and every strata of the world irrespective of any creed, color, caste and nationality.

Slide 18: 

The message in the ads has characteristics: Clear : easily to be understood target audience. Bo Body copy and no complex images make the message speed faster and clear for a very long time in the minds of target audience. Short : With a single image and a single campaign all across the globe, the ads are easy to remember. Summarize : Only a single message summarizes the concept and objective of the ads The promotional messages of Benetton can be regarded as one the most effective advertisements spread across billboards and magazine pages.

BENETTON IN INDIA: 

BENETTON IN INDIA Hard Working Ants The ad campaign encourages ‘Indians to work hard as ants to take their country from developing to the developed country. Bangles The ad campaign emphasizes on the problems of women in India. Broken bangles signify the problems that are faced by her at personal, social and professional fronts. This ad tries to empower women in Indian Society to fight against all odds.

Slide 20: 

Road Trauma A campaign by Benetton with WHO (World Health Organization), which holds true to Delhi’s current problem of ROAD TRAUMA.

Slide 21: 

Domestic Violence This ad campaign was launched in March 2007. Benetton ran this campaign in public interest to create awareness regarding domestic violence against woman. The advertisement is showing women having clear marks of violence inflicted on them. The tag line of the campaign reads, ‘Colors of domestic violence’.

The SWOT Analysis Benetton Ads : 

The SWOT Analysis Benetton Ads Strengths Since Benetton group is a world leader and famous brand, so its institutional ads gets noticed. Creative and grabs attention at a single glance. Gives a message in very clear and concise manner. Simple and real information used Influential Good Visualization Global Target audience Carry out Corporate Social Responsibility

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Weaknesses: Ads give rise to controversies and steamed discussions. Morality of ads becomes questionable According to advertising ethics, some ads are obscene.

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Opportunities: Should touch social causes without getting obscene and crude. Take care of countries national problems, with different campaigns running all around the world, targeting local problems. Run ad campaigns through Audio-video channels of communication like Television, Radio and Internet.

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Threats: People think that group uses cheap marketing strategy in its institutional ad campaigns to promote its brands Controversial Ads

Slide 26: 

Benetton reminds the public of the words of Martin Luther King Jr., “The old law of an eye for an eye leaves the whole world blind.” Benetton should be praised in its attempt to educate the public on issues that are normally ignored. Not only do the ads educate teens and the general public about the consequences to such actions. The ads show the public the issues Benetton supports and fights. No matter what happens in the future, Benetton has cemented itself as a leader in the design of casual fashion, brilliant marketing, and high quality garments. The Benetton empire still stands today as a creative leader in the clothing industry, and many consumers and members of the media are anxiously awaiting what will come next from this impressive company.

BIBLIOGRAPHY: 

BIBLIOGRAPHY (1) www.benettongroup.com Group’s official website. (2) www.fabrica.it It is an official website of Fabrica, Benetton’s research and Development centre. (3) www.magindia.com India’s online ad gallery. (4) Business Line A Financial Daily by Hindu Group. (5) Asia Times Online (6) The Economic Times A Financial daily by Times of India group. (7) www.advertlog.com Biggest online advertising archive in the world.