LOVE
Chua Jie Si (100 133 36 92)
Nadya Yusrina (100 123 23 66)
Ong Lu Jing (100 102 69 18)
Raznina Yakub (100 102 47 47)
1
Consumer Insight
girls never feel
satisfied of
themselves
Realistic (current situation)
Girls should believe
in themselves, be
confident and LOVE
themselves
Ideal (hopeful situation)
2
T-PLAN
•
Target Audience
Urban young adult girls in Malaysia aged 16-25 years old
•
Target Objectives
To deliver the “Love Yourself by Using Enchanteur LOVE Perfume” message to the target audience
•
Target Belief
Girls should believe in themselves, be confident and love themselves
•
Target Reaction
The audience will take the message positively
•
Target Action
The audience have the motivation to purchase Enchanteur LOVE Perfume
3
Consumer & Copywriting Category
• CYNICAL
(emotional and likable category)
Provocation will make the audience think
twice and realize that loving themselves is a
must
• CONFORMIST
(emotional and likable category)
Risk takers and people who more open to
ideas and suggestion will take the ideas
easier and love to try new things
o
o
Likable -> using girly colors (pink,
peach, red) and girly elements (flowers,
love shaped)
Emotional -> portraying confidence and
a happy lifestyle through happy
expressions, happy tunes and lively
visuals
4
Print Ad
Standard Layout (Headline, Image,
Call to Action)
• Techniques:
Present Time & First Person
Prompt Verb-Noun: Have You Love
Yourself?
Prompt Noun User: Be optimistic, be
happy, Smile, Use Enchanteur
• Fonts: Modern Handwriting & Sans
Serif for body copy (personal
approach and makes it more real &
believable)
+ Attractive girly layout that brings positive
feelings towards the audience
- The poster could be made more elegant
and exclusive as the perfume bottles are
5
Direct Mail
(Qualify) Sub-headline, (Uniques) Headline &
Call to Action with promotion at the back side
•Techniques:
Prompt Noun-User -> “Love is who you are”
•Font -> Modern Handwriting & Sans Serif for
body copy (personal approach and makes it
more real & believable)
•Color -> Likable, pink and bone white
+ Interesting 3D direct mail, higher chance to attract
consumers
- The making process is more complicated than a
promotion voucher because it’s using flowers, box,
ribbon and double sided tags
6
Radio Ad
[BGM
FVO
FVO
[SFX
FVO
FVO
[BGM
[BGM
[BGM
VO
: Background Music (Instrumental) Starts]
: Okay, I’m ready to go out!
: Oh no, forgot to use my Enchanteur Love
: Perfume Sprays]
: Hmm…It just smells so good and refreshing!
: Enchanteur love, is all about me
: (Jingle) Love love love love love is all about you]
: (Jingle) Enchanteur Love is only for you]
: Background Music Stops]
: Visit www.enchanteur.com.my or facebook.com/
enchanteurmy for more information
7
Radio Ad
Theme
: Logical
Structure: First Person Monologue
Structure: Bed (Pitch + Song)
Technique : Prompt Noun-user “Love is all about
you”
+ Brings a happy feeling to the audience, attracts teenagers by portraying a
girl’s daily life routine and makes them feel and think “Oh I am like that too, I
shall start to love my self more and try using Enchanteur LOVE Perfume too”
- Likable category will not be strong enough with only one sound effect
8
Media Planning
Radio - Red FM
Sessions
6am-10am
(RED
breakfast
WTF)
10am2pm
2pm5pm
5pm-8pm
(RED Rush)
Monday
✓
✓
Tuesday
✓
✓
Wednesday
✓
✓
Thursday
✓
✓
Friday
✓
✓
8pm12am
Media Planning
Radio - Mix FM
Sessions
6am-10am
(The MIX
Breakfast)
10am-4pm
(MIX Blitz)
4pm-8pm
(MIX Drive)
Monday
✓
✓
Tuesday
✓
✓
Wednesday
✓
✓
Thursday
✓
✓
Friday
✓
✓
8pm-11pm
(MIX Slow
Jams)
Video / TV Ad
Title
Product
Length
: Love is All About You
: Enchanteur LOVE Perfume
: 30 seconds
Category
: Likable and Emotional
Techniques : Present & First Person Point of View,
Prompt Noun-user “Love is all about you”
+ Brings a happy feeling to the audience, attracts teenagers by portraying a
pretty girl’s perfect routine and makes them want to be one by using
Enchanteur LOVE Perfume
- Will not work at all for judgmental and cautious people
11
Scene 1
Scene 1
Ringing alarm (3 secs)
•Video
: (MA, CU) The alarm is
ringing, showing it’s 8 o’clock on
Sunday morning.
•SFX
: Ringing alarm
sound
12
Scene 2
Scene 2
Wake up (5 secs)
•Video
: (MA, MS) A pretty girl,
Lily, wakes up with a  upon her
face
•BGM
: Enchanteur Song
Starts (“Wake up with  this will be a
happy day”)
13
Scene 3
Scene 3
Checking the phone (5 secs)
•Video
: (HA, CU) Lily is checking
her phone and getting likes and bad
comments on her status, showing
there are some people who like her
& there are some people who do not.
After she’s checking, she will close it
to show that she does not care.
•BGM
: Enchanteur
Song Starts (“The world is crazy
outside oh please I do not care”)
14
Scene 4
Scene 4
Getting ready (5 secs)
•Video
: (MA, LS) Lily is ready to
go out. She’s wearing a nice dress &
looking her reflection on the mirror
happily, and then bubbles thought
appear when Lily is wondering to
use Enchanteur Love. This is to
show how she feels good about
herself and how confident she is, as
the tagline of Enchanteur: “Love
Yourself, Enchanteur Love is all
about You”
•BGM
: Enchanteur Song Starts
(“You are perfect & you know that it’s
true”)
15
Scene 5
Scene 5
Spraying the Enchanteur Love (5
secs)
•Video
: (MA, MS) Lily’s spraying
the Enchanteur Love Perfume and
the scene is will be portraying Lily’s
happier (wide smile) expression after
spraying it
•BGM
: Enchanteur Song
Starts (“Believe in yourself cause no
one compares to you”)
16
Scene 6
Scene 6
Showing the product (7 secs)
•Video
: (MA, CU) Showing &
focusing the Enchanteur Love
Perfume on Lily’s table after she’s
done using it, along with the
Enchanteur logo, tagline, website
and Facebook page address (come
in at the last 4 seconds).
•BGM
: Enchanteur Song
Ends (“Oh Enchanteur Love, is only
for you”)
17
Media Planning
Television
- Before Maghrib Azan advertisements slots.
- News Slots for TV1, TV3, NTV7, using block option.
Means, our ads at all channels in the same time.
Appendix
Enchanteur Song: Love is All About You Chords & Lyrics
(Soprano Ukulele GCEA standard tuning, without capo)
C
G
Wake up with smile this will be a happy day
C
F
The world is crazy outside but please I will not care
C
G
Girl you are perfect and you know that is true
C
F
Believe in yourself cause no one compares to you
C
G
Am
F
La la la la la la la la la la la la la la la la la la la la la (2x)
C
F
C
Love love love love love is all about you
C
F
C
Oh Enchanteur Love is all about you
C
F
C
Oh Enchanteur Love is only for you
19
THANK Y U
20