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lundi, novembre 13, 2006

Décryptage (Grande-Bretagne – TV – 2006) : comment la publicité a contribué au sauvetage de Marks & Spencer

La chaîne de distribution britannique Marks & Spencer (400 magasins au Royaume-Uni) confirme sa reprise, après de mauvaises années qui lui avaient fait quitter la France en 2001. Au cœur de ce sauvetage réussi : la stratégie publicitaire de l'enseigne. Depuis deux ans, et avec l'aide de l'agence de publicité Rainey Kelly Campbell Roalfe (Young & Rubicam) Marks and Spencer s’attache à présenter sous une image haut de gamme et très contemporaine ses deux fadementaux : les vêtements et la nourriture. Le groupe symbolise désormais l'emblème du bon goût vestimentaire et du goût culinaire moderne. Une attitude résumée par la signature publicitaire "Your M & S" ("Votre Marks & Spencer"). Cette campagne a remporté fin octobre le grand prix de l'efficacité attribué par l'IPA (Institute of Practitioners in Advertising) qui a souligné "à quel point elle a contribué à renverser la situation" du groupe. Elle aurait ainsi fait venir 19 millions de clients supplémentaires dans les magasins du groupe.

Pour le représenter, Marks & Spencer met en scène depuis 2005 dans ses publicités des mannequins vedettes tels l'égérie des années 60 Twiggy, 57 ans, avec ses cheveux courts et ses yeux immenses. La Française Noémie Lenoir, compagne du footballeur de Chelsea Claude Makelele, ou Lizzy Jagger, la fille de Mike et Jerry Hall, travaillent également pour la marque. Depuis le 8 novembre, les trois mannequins, accompagnées par la blonde Laura Bailey et la brune Erin O'Connor, sont les héroïnes de la campagne télévisée de Noël de M & S. Dans un hommage à l'univers des James Bond (et notamment "Meurs un autre jour") on les retrouve assistant à un concert de Shirley Bassey, interprétant une reprise de "Get the Party Started" de Pink.
Crédits (campagne Noël 2006) : agence : RKCR Y & R ; Pip Bishop et Chris Hodgkiss : créatifs, Dawn Shadforth : réalisateur pour RSA (post production : MPC), Tim Page : TV producer.

Téléchargez le film (campagne Noël 2006) en wmv : film 1
9 pub précédente..............................g suivante:


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