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Iddesign Concept- and Campaign Presentation Catalogue 2014 IDDESIGN Concept- and Campaign Presentation For more information, please contact Ms. Birgit Schultz • E-mail: [email protected] Mr. Piet Klein • E-mail: will follow soon MORE LIVING MORE STYLES MORE TRENDS CONTENT Table of content 3 Introduction 4 Catalogue 2014 timeline 5 Conceptual elements 7 Campaign 2014 introduction 8 Launch campaign 10 Generic campaign 11 Ads 11 Instore banners 12 Story telling elements 12 Product signage 13 Outdoor media 13 Car/bus branding 14 Paper line 14 Gift wrapping 15 Give-away items 16 Online activities 18 Sale and clearance campaign 20 High res elements and contact details 2 Concept- and Campaign Presentation INTRODUKTION Dear colleagues, We are pleased to introduce you to the new 2014 interior catalogue from IDdesign! By familiarizing yourself with this folder you will get valuable insights to a wide range of information that will help you when launching and continuing to use the catalogue in your local marketing. You will learn more about the catalogue itself, our thoughts behind it, its graphical elements and the individual campaign ele- ments that have been developed to support your local needs and requirements. At the end of this folder you will find the relevant contact information to the IDde- sign Marketing Team at HQ, who is standing by to support you with your marketing requests. By keeping close contact with the knowledgeable marketing staff here at HQ, we are able to join forces to obtain a greater sale and brand presence. Local insights combined with global knowledge are the best way to move forward. We are looking forward to working closely with you once again! Kind regards, IDdesign Marketing HQ Concept- and Campaign Presentation 3 TimELINE June Summer Fair Catalogue 2014 timeline June 2013 The following timeline shows the different stages of the 2014 catalogue. Please note that the timings stated along the timeline might change – however should this happen, you will be notified accordingly July in order for you to adjust your local marketing plans. August Catalogue ready for shipment from DK September October Catalogue 2014 launch 15/10 2013 Launch campaign 1/10 2013 - 15/11 2013 November Winter Fair Nov/Dec 2013 December Generic campaign 15/11 2013 - 15/2 2014 January February Sale campaign 15/2 2014 - 15/3 2014 March Clearance campaign 15/3 2014 - 1/4 2014 April Catalogue 2014-2 launch 15/4 2014 Launch campaign 1/4 2014 - 15/6 2014 May 4 Concept- and Campaign Presentation CONCEPT ELEMENTS Conceptual elements The new catalogue has been planned and designed to have a stronger international magazine feel to it. In practical this has been obtained by using a range of techniques: Format: The format of the catalogue has been altered to represent a more international maga- zine format. This means the new format is 210x280mm. This has allowed us to work with larger images and work more with the layout of the individual pages to create a larger differentiation towards previous catalogues. Old format: NEW format: 212x255 mm. 210x280 mm. Colour tone: When browsing through the catalogue you will sense a slightly darker colour tone to some images. This gives a more high-street look and feel to the images, supporting our wish to serve the medium/high-end market segment and to establish us as being a ‘trendy’ interior design brand. As this catalogue is intended to be a ‘winter’ edition, the darker colour tones are also in line with the seasonal change. New style groups: A new colour scheme has been introduced in the catalogue which is reflected by the general assortment, style group introduction pages and various graphical elements. We have found a new way to work with the colour scheme which creates a coherency between the products and our overall layout. We have also worked intensively to try to further differentiate the 4 style groups visually by keeping true to our key words. To further support the use of our style groups, we will be working intensively with these in the supporting in-store visual merchandising, graphical elements and planned online activities. Deluxe: Extravagant Global: Edgy Urban: Trendy Upnordic: Natural Concept- and Campaign Presentation 5 CONCEPT ELEMENTS Visual elements A range of visual elements can be found throughout the catalogue and should also be implemented in-store to ensure consistency. The following elements can be found: SOFAS SEE OUR FULL NEW DESIGNERS RANGE IN STORE ITEM CHOICE Full Range in-store tag NEW item tag Designer’s Choice tag Where: In the catalogue / advertising / Where: In the catalogue / in-store / Where: In the catalogue / in-store / ad- various online activities. advertising / online. vertising / online Why: IDdesign carries many products Why: We want our customers to know Why: We have a lot of new products that has a great design. We want that they are only looking at a and we want to make it easy to make it easy for our customers portion of our full assortment for our customers to recognize to find those items that can make (e.g. when showing dining chairs these items. This will allow us all the difference when decorating in advertising). It should be clear to feature various products their home. Therefore we want that more products can be found both in-store and in our general to label our most trendy/edgy/ in-store and we should ask our communication to the market popular items with this tag, which customers to come in and see the and should lead to more traffic should increase the awareness full range for themselves. in-store and an additional sale. and sales of these items. DELUXE GLOBAL E LIVING R URBAN O STYLES UPNORdiC M TRENDS Style group indication Headlines, designer’s tips Where: In the catalogue / in-store / Where: In the catalogue / in-store / advertising. facade decoration. Why: We want to constantly remind Why: Working with different fonts and our customers that we do have text formatting, we have chosen 4 style groups, meaning we to go with a style that is widely have something for every taste. used in international women’s We also want to make it easy magazines. The new formatting for our customers to recognize will be used with providing style the style group in question (e.g. tips from our interior designer when advertising), this will help to our customers, making it easy them find the product when recognizable. visiting the store. 6 Concept- and Campaign Presentation CAmpAIGN Campaign 2014 introduction The following pages will take you through the campaign and individual elements supporting the launch of the new 2014 catalogue campaign. To help you navigate through the campaign period, the timeline shown on page 4 will be featured on each page and the period in question will be highlighted. This will constantly show you the timing and purpose of each campaign period and provide you with an easy overview of the elements connected to each period. IDesign Interior Catalogue Campaign 2014 • Launch campaign period • Generic campaign period • Sale and clearance campaign period Concept- and Campaign Presentation 7 September LAUNCH CAmpAIGN October Catalogues 2014 launch Launch campaign 15/10 2013 Launch campaign 2014 1/10 2013 - 15/11 2013 November The launch campaign period should be focusing on the fact that a Winter Fair new catalogue/collection can SOON/NOW be found at a local IDde- Nov/Dec 2013 sign store. The following elements have been created to support you in sending out this message in your local marketing communication. December Generic campaign January Advertising Outdoor15/11 2013 - 15/2 banners 2014 At IDdesign we Visit IDdesign and check out our are dedicated to Scan the code and bringing you the latest view our catalogue! brand new interior collection... in interior trends, colours and materials - visit us and become ... in store NOW ! inspired! February NEW Visit IDdesign and check out our IDDESIGN CATALOGUE IN STORE VISIT YOUR LOCAL IDDESIGN STORE FOR MORE INSPIRATION OASIS LIFE STYLE brand new interior collection... Markaz Al Bahja, Oman IDdesign, a Danish premium lifestyle brand, can be found in some of the Phone: 24545658 most prestigious locations around the world. We are proud to carry a wide selection of Scandinavian furniture and accessories with a local twist! ... in store NOW ! NEW For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS COLLECTIONSale cam- At IDdesign we are proud to carry a wide selection of Scandinavian IN STORE SOON! furniture and accessories with a local twist. paign Denmark in Made We are passionately dedicated to March bringing you the latest in interior trends, colours and materials – visit us today and become Visit IDdesign and check out our inspired! 15/2 2014 - brand new interior collection... At IDdesign we MORE LIVING MORE STYLES MORE TRENDS are dedicated to bringing you the latest 15/3 2014 ... in store NOW ! in interior trends, colours and materials - visit us and become inspired! Clearance campaign NEW COLLECTION 15/3 IN STORE NOW! 2014 - 1/4 April Scan the code and view our catalogue! MORE LIVING MORE STYLES MORE TRENDS NEW Scan the code and NEW IDDESIGN view our catalogue! IDDESIGN Denmark in Made CATALOGUE CATALOGUE IN STORE IN STORE VISIT YOUR LOCAL IDDESIGN AT IDDESIGN YOU WILL FIND THE FUTURE OASIS LIFE STYLE STORE FOR MORE INSPIRATION TRENDS OF INTERIOR DESIGN - TODAY! Markaz Al Bahja, Oman We are located in Saudi Arabia, Bahrain, United Phone: 24545658 Arab Emirates, Kuwait, Jordan, Oman, Qatar, IDdesign, a Danish premium lifestyle brand, can be found Catalogues Lebanon,Egypt, Cyprus, Spain and Hungary. in some of the most prestigious locations around the world. We are proud to carry a wide selection of Scandi- For more information please visit www.iddesign.com navian furniture and accessories with a local twist.
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