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It’s time for musical emotions 2013-2014
P.O.S. animation and promotions
LeitEmotive
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Actions in P.O.S. transmitting emotion trough the musical rhythms
The POS material shall be placed and planned having a sense and a consequence in its
presence, it shall not be a one shot but a kind of reference for the POS staff and indeed
for the final consumer.
Celebrate the upcoming POS event (which shall be linked to recurrence or product
launches) shall be introduced with teasing tools…creating the curiosity about what will
come after…
The POS communication strategy shall be driven by the cyclical nature of time bringing an
emotional representation of the brand mainly compared to the competitors.
The strong relationship between the brand RAYMOND WEIL and the music, needs to be
interpretated on a commercial, meanwhile exclusive and emotional way for each POS
happening.
The « fil-rouge » it is proposed as the LeitEmotive, will be the musical rhythm, the musical
movements.
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Themes in P.O.S. for the annual event plan
As examples to be discussed:
Allegro
Largo
Adagio
Those themes can be represented by visual merchandising material, decorations,
promotion leaflets…etc…each one used to represent an emotion or a period or a product
which evolve one of the movements.
To give a brief idea (just based of the general commercial events)
Allegro = joy => father’s day
Largo = a large hug/a large heart => Valentine’s day or Mother’s Day…
Adagio = the slow move…the snow falling slow => Christmas Period
It is clear that in an international promotion system the different seasonality of the markets
will be considered in advance as well as the different commercial events ( as per example:
China => the Chinese New Year, Mother’s day, different dates over the globe, etc…)
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RAYMOND WEIL DNA AT FIRST
The different decorations/animations will strictly
follow the DNA and the marketing direction of the
brand.
As today the musical score record is present as
frame of the products and in the POS
communication this will be kept for all
decoration/visual merchandising proposals
The musical score record may play the role of the
POS animations calendar, and the notes, the
pentagram and the treble clef may become real
icons to be exploited in all POS decoration down to
the giveaways.
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Example: a note shaped as
a Love HEART…at Valentine’s
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RAYMOND WEIL DNA AT FIRST
The concept shall express that
“Raymond Weil is the able, as an orchestra conductor, to give rhythm to the emotion in a
unique style and way”
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The point of sale elements will have to be extremely essential. Modern, elegant and
representative of the celebrated event.
The braces represent the musical score and will be the constant elements of the various
templates related to the events, along with the head "IT'S TIME FOR MUSICAL EMOTIONS"
and the payoff "LeitEmotive".
The 3D example and the other drafts attached are purely illustrative and indicative of how to play
with extremely simple forms and easy to guess.
"The creative treatment of materials will mirror the concept of the musical score”.
The structure will be outlined by the set of "graphic gaps" (the music pauses) and by the fully
three-dimensional body (in music "intero").
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Last, but not least, the general concept.
The relationship with music, compared to the previous format, is not as a scenic or suggestive
element (names of watches and world of music). Now products and concepts are no longer
together with the musical score, but in the score. They are an integral part of a dualism, of dual
leading role and an interaction, to enhance the emotional and musical philosophy of Raymond
Weil.
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Valentine’s Day
The heart is a bass clef
progress
«Love»
is my ispiration
POS
Posters
POS
Showcases lenticular Card
POS
Decals
Display lenticular card