212 VIP CLUB EDITION ·∙ GUIDELINES
I. Concept
The collaboration
The song and the video clip Digital Activity
II. Communication Plan
Objectives
Strategy and Calendar Target Media
III. The fragrance
The concept: 212 VIP CLUB EDITION 212 VIP Club Edition FOR HER
212 VIP Club Edition FOR HIM
Packaging
I. Concept
THE COLLABORATION
212 VIP Club Edition reveals the perfect song for the perfect party.
In 2015, 212 VIP is teaming up with one of the biggest names in the music industry, a
top worldride known DJ who is producing the exclusive track for the launch of a new
fragrance -‐ 212 VIP Club Edition.
Alessandro Lindbald, better known as Alesso, has crowned the pantheon of dance music thanks to his smash hit “Titanium” produced by the famous French DJ David Guetta, and has worked with numerous artists such as Avicii, OneRepublic, Calvin Harris and Usher. Born in Stockholm, Sweden, he was discovered by the renowned DJ Sebastian Ingrosso, a member of the dissolved Swedish House Mafia, and quickly signed with this record label. Since 2014, he has been ranked No. 15 among the top 100 DJs by the DJ Magazine. Alesso was chosen by Madonna to accompany her on her MDNA World Tour. He has also performed at numerous festivals, including Coachella, Electric Daisy Carnival and Tomorrowland.
Alesso has been collaborating with 212 VIP to create the song of summer 2015 to
celebrate the launch of a new fragrance -‐ 212 VIP Club Edition.
Alesso will be launching his first album at the same time as the 212 collaboration is announced.
THE SONG & VIDEO CLIP
Alesso has collaborated with 212 VIP to create the song of summer 2015 for the launch of the new 212 VIP Club Edition fragrance. The song is entitled “If it wasn't for you by Alesso 212 VIP”. Alesso was inspired by concepts such as modernity, sensuality, youth, energy, parties, people, love..., which are very prominent in the 212 VIP world, to create the song of the summer.
212 VIP has created the video of the song, starring Alesso in several locations including Buenos Aires and in live parties around the world. The DJ starts in the video together with 3 different characters loose themselves in sound, bringing together the power of love and music.
The DJ has also collaborated on the content for the launch of the fragrance and has given exclusive interviews about the project.
The video, directed by Pensacola and produced by the production company CANADA, will be released exclusively via the online *212 channels and will be part of a 360 degree campaign which will include an online video competition.
*@carolinaherrera
www.212vipclubedition.com
ONLINE COMPETITION
On May 4th, 212 VIP will launch an online competition whereby the public will be able
to create a video for the song “If it wasn’t for you” and upload it by mobile phone. This competition will be promoted and made available via the official online 212 channels. The names of the five winners will be announced via these channels.
There are three different ways to take part in the competition:
1. The first way to participate is to upload a five second video via mobile phone. Out of all the entries, three videos will be chosen and the selected persons will win a VIP experience in Ibiza and will become part of the Alesso video.
2. The second way to participate is by creating a mix using the mix app that will be made available at the point of sale. The winner will also win a VIP experience in Ibiza. 3. The third way to participate is by purchasing a 212 fragrance and registering afterwards on the official website. The winner will be announced through a prize draw and will be able to win a VIP experience in Ibiza.
Customers will have the chance to win a gift (gold headphones) by registering and going to the point of sale (POS).
For more information visit: www.212vipclubedition.com (COMING SOON)
II. Communication Plan OBJECTIVES
- Generate buzz and novelty around the world of 212 VIP
- Reinforce the concept of modernity in that world through a real collaboration
- Increase the brand presence in online channels
- Generate buzz around the collaboration and the song
STRATEGY AND CALENDAR
This strategy is divided into 2 stages (with the aim of creating buzz around the collaboration between Alesso and 212 VIP):
1. WORLDWIDE CAMPAIGN – (3 weeks long 13th April – 1st May 2015)
The focus is on online media. All countries need to participate in this stage at the same time.
2. SPECIAL NEGOTIATIONS WITH PRESS – (depending on the ON–THE-‐COUNTER date of the product)
The focus is on online and print media. The countries that want to participate in this stage need to participate when the product is available on-‐the-‐counter in their country.
WORLDWIDE CAMPAIGN
PHASE 0 – “UNVEIL THE COLLABORATION TEASER” (27 MARCH)
On Friday 27th March, Alesso played the song for the first time at the Ultra Miami festival. His social media platforms and those of 212 VIP informed about this event. Please check Alesso´s social media platforms and those of 212 VIP for more information.
Facebook & Instagram: Alesso / 212 Carolina Herrera
IMPORTANT: There will be no more publications regarding the collaboration and the song between 212 VIP Club Edition & Alesso until phase 1.
PHASE 1 – “UNVEIL THE COLLABORATION” (13 – 17 APRIL) The collaboration between Alesso & 212 will be unveiled.
Additionally, the online competition that will start on the 4th of May will be announced in a teaser – type way. All the details of this competition will be sent to you in the last phase (e – card 3).
RECOMMENDATION: SEND THE FIRST E – CARD TO PRESS ON THE 15TH OF APRIL ( DATE
WHEN THE COLLABORATION & THE SONG WILL BE AVAILABLE ON
MAIN MATERIALS:
-‐ Video collaboration Alesso & 212 VIP
-‐ Press release on the Collaboration Alesso & 212 VIP -‐ Alesso Interview & Alesso quotes about the track -‐ Basic biography of Alesso
-‐ Alesso images – live & beauty shot -‐ Product Press Release
EXTRA MATERIALS ( TO CONSIDER USING DURING STAGE 1 OR 2 ) -‐ Extended biography of Alesso
-‐ Written interview around the collaboration -‐ Special quotes Alesso / festivals
-‐ Video Festivals – The focus is on Coachella Festival: In this piece, Alesso talks about the essence of festivals, the people, the looks and the music. Coachella is one of the most famous music festivals and as such, it attracts the attention of international media. This piece is ideal for beauty and young people, niche and lifestyle media that leverage the buzz of the start of Coachella as a festival. It is also an excellent press angle to introduce our collaboration
-‐ Exclusive Alesso images
PHASE 2 – “UNVEIL THE SONG & VIDEO CLIP” (21 April)
Release the track If it wasn't for you by Alesso for 212 VIP and introduce the 212 VIP CLUB EDITION video clip.
MAIN MATERIALS
-‐ Link to the track If it wasn´t for you -‐ Extra information of the track -‐ 212 VIP Club Edition video clip -‐ Video clip making of
-‐ Making of video clip images -‐ 30” teaser of the video clip -‐ Product Press Release
EXTRA MATERIALS
-‐ Extra information on the video clip (anecdotes, special moments, technical information)
-‐ Video clip making of additional images
-‐ A written interview about Alesso’s participation in the video clip
PHASE 3 – “EXTRA CONTENT & ONLINE COMPETITION” (27 April – 1 May)
Extra content on Alesso will be provided ( video Alesso Traveller & Alesso´s personal music playlist ) and the online competition will be announced. The main objective of this phase is to give closure to the communication campaign and to announce the start of the online competition.
MAIN MATERIALS
-‐ Video Alesso Traveller: In this piece, Alesso talks about the life of a DJ (how to cope with eternal jet-‐lag and tips for being fit and radiant)
-‐ Press release on the online competition
-‐ Alesso´s personal music playlist (with our song included) -‐ Product Press Release
EXTRA MATERIALS
-‐ Alesso Traveller interview -‐ Alesso additional images
IMPORTANT
1. One week before each phase we will send all the MAIN materials via e-‐card so that you can forward them directly to your press. Please remember to use these materials in stage 1
2. The EXTRA materials will be uploaded in the guidelines for you to negotiate with your press when the product is on – counter in your country. Please remember that you can use these materials either in stage 1 or 2
3. Remember always to use #ALESSOFOR212VIP and mention @212carolinaherrera when communicating on social media
IMPORTANT INFORMATION TO HAVE IN MIND WHEN IMPLEMENTING THE STRATEGY
1. MEDIA INVESTMENT
As you are accustomed to with offline media, it is important for you to be up to date with your online media investment plans (due to the digital / online dimension of this project ). This way, you can concentrate on the level of coverage obtained on these aforementioned media and make the investment as profitable as possible
2. INFLUENCERS´ STRATEGY
From the 15th of April to the 1st of May, an influencers´ strategy will be conducted focusing on Argentina, Brazil and Mexico, with the aim of creating buzz around the Alesso & 212 VIP collaboration and increasing the number of visits to the video clip. We will invite a selection of top painters, photographers, designers, musicians and fashion influencers to express their personal vision of that the 212 VIP world means to them. They will upload their creations in their social media platforms, inspired by the idea of “the perfect song for the perfect party”
TARGET MEDIA
The focus is on online media. However, in the same way, it can also involve print media in its less mainstream and specialized online form. Examples are:
-‐ Beauty media (Elle, Vogue, Glamour)
-‐ Music / festivals / shows weekly magazines & newspapers -‐ Men´s business media (GQ, Forbes)
There is also interesting content for digital publications that interpret fashion in a broad way as well as specific music related and entertainment ones. Examples are:
-‐ ID
-‐ Garage Magazine -‐ Fucking Young -‐ Dazed & Confused -‐ Nylon (MX)
III. The Fragrance
The concept: 212 VIP CLUB EDITION
As a tribute to music, the first limited edition of the 212 VIP world is born: 212 VIP CLUB EDITION.
Music moves us, it seduces us, it makes us dance, and it often makes us go wild. It generates an electrifying, exciting and unique atmosphere that can be experienced in the best clubs and its effect inevitably spreads to everyone.
To make this special tribute to music, 212 has brought together rhythm, glamour and the magic of the night in these new perfumes that are nourished by the spirit of clubbing, and for this occasion they add the main ingredient that makes a celebration unforgettable: music.
212 VIP Club Edition FOR HER
A fascinating urban sensuality for nights that never end. The fragrance opens with notes of citrus cocktail and blackcurrant sorbet, which is followed by Sambac jasmine petals and the fragrance closes with a chord of white patchouli and musk. Definitely a unique cocktail of freshness that makes the fragrance the sexiest and urban one on the dance floor.
212 VIP Club Edition FOR HIM
Full of fun and urban sex appeal. The fragrance opens with a chord of ozonic ice and lime caviar, which is complemented right in the heart of the fragrance with notes of king wood and nutmeg. It closes with the ever sexy chocolate gianduja. A dramatically fresh, vibrant and stimulating fragrance with an addictive sensuality.
PACKAGING
The packaging of the fragrance evokes the elements that accompany partying in New York, with an elegant glass bottle covered by metal plating for freshness, in gold for him and silver with a pink juice for her. In both cases, a VIP metal top and collar protect the fragrance. 212 Club Edition is available in 100 ml for him and an 80 ml for her.
