This essay involves Vertu Extraordinary’s advertising strategy. Vertu is a company which produces and markets luxury cell phones, whose method of advertising and design has evolved over time. Actually while its 1st advertising campaigns and products had been modestly “luxurious”, today Vertu uses dreamlike atmospheres and a modern method of design in order to emphasise it is smartphones’ high-class status. This kind of essay will likely explain the advertising methods used by Caractère to promote the smartphones, even though identifying the messages conveyed through it is campaigns. Since Vertu as well advertises usana products outdoors, observations will be made about the ways in which the business advertises for the streets.
During the past many years luxury items have slowly but surely become “daily necessities”, therefore causing the luxury market to grow exponentially. Because expensive customers enjoy excellence and wish to enjoy a luxurious lifestyle, many luxury brands have started out customising many specifically to satisfy high-end consumers’ needs. Capacité is a company which will focuses largely on sophisticated customers and has developed an effective branding strategy, thanks to which usually its products have become easily recognisable.
However the company has recently released a brand new line, referred to as Vertu Groupe, whose “extraordinary” appearance and gratification are the main features. So , just how did the corporation advertise Don Constellation in a way to meet the customers’ needs and comply with its brand image? Though this product was advertised through different channels, this article will give attention to the tactics used by Vertu to advertise that in December 2013 Vogue. As we know, Capacité targets largely high-end consumers, who demand luxury and exclusivity. Therefore , it uses that in order to satisfy the target audience’s preferences, Vertu had to ensure that its Vogue advert could reflect the extraordinary and luxurious status of Vertu Multitude. In this regard, Posner (2011) remarked that most adverts are created in such a way to develop desire and make buyers see specific products as necessary. In general, Vertu Constellation’ Vogue advert was meant to reinforce Vertu’s company image while informing consumers about you can actually status and market positioning. (Posner, 2011) Moreover, it aimed to make a need for the new, distinctive product, by simply inculcating certain messages into potential customers’ psyche. (Posner, 2011)
Vertu Groupe and Style
Vertu’s Vogue advertisement is characterized by animal-head humans residing in a fantastic globe, which symbolises Vertu Constellation’s extraordinary features, as well as the unique and requiring nature of Vertu’s consumers. The offer presents 3 scenes in whose only method to obtain light originates from two Constellation smartphones. For the right, we have a cat whish seems to be within the long gown made of the butterflies and in between your Constellation mobile phones, there is a parrot dressed such as a seamstress, which usually symbolises you’re able to send accurate and innovative workmanship (Dan, 2014). At present, luxury is corresponding to fashion, as in order to gratify customers and offer young, trendy products, luxury smartphones are created in complying with current trends. Likewise, different promoting strategies may be used to promote different types of smartphones. For example , this image portrays a smartphone that was designed specifically to appeal to female consumers. (Taylor, 2013) The background combined with overall appearance from the smartphone obviously indicates that advert was meant to reach a female viewers. Moreover, we have a female model wearing a butterfly dress, which is another female element.
A comparison with Vertu’s previous promotional initiatives
Creative advertising can be described as new strategy within the mobile phone industry, because smartphone manufacturers tend to make use of mature, traditional elements to advertise their products, just like beautiful females, luxury vehicles and so forth. For instance , Vertu’s prior advertising campaigns utilized luxury vehicles to emphasise the luxurious status with the company’s products. That is because extravagance cars are known to symbolise success, wealth and a dignified luxurious life. Likewise, the Don brand serves high-end buyers who are willing to spend thousands of pounds on mobile phones running a relatively inconvenient operating-system, which is why it is image can be associated with extravagance and exclusivity. Therefore , it follows that only wealthy consumers can afford Vertu’s products, for than mere smartphones: that they symbolise their owners’ interpersonal status.
The above image shows a previous advert printed by Vertu, which gives a fresh theme, called “Extraordinary”, which is clearly unrealistic and aspirational. The same applies to the kitty featured in the Vogue advertisement, which used a dress made from butterflied. Can be even more amazing and impractical about the aforementioned cat is the fact its gown was actually made of real, living butterflies. The objective of both adverts is to improve the connection among Vertu and luxury, however the Vogue one is more imaginative, elegant, youthful and fashionable. For instance , the cat’s body seems like a slim woman’s body, which plays a part in creating a great unrealistic yet fantasy ambiance. In fact , clothes worn by cat-headed female in the advertisement is characterised by beautiful lines which can make it resemble a dress which a princess would wear. This can help to make customers associate Capacité with fairy story elements. To be able to promote the smartphone, a good layout can be used wherein two smartphones change two streetlamps, thus illuminating the princess’ dress. Not only does this remedy help to produce an extraordinary ambiance, it also emphasises the fact the fact that Vertu touch screen phone offers great lighting. In addition, such a creative layout presents many new, tasteful elements that happen to be sure to impress the company’s upscale costumers.
The image below shows a Vertu Constellation advert published by Vogue in January 2013.
This innovative advert shows several haute-couture elements, such as a sewing equipment connected to a beautiful dress through many colourful butterflied, which will seem to symbolise and idealise the company’s making process. (Taylor, 2014). Yet , judging from the layout and colour scheme used in this advert, it is apparent that their goal is to appeal to female buyers. As we know, the advert involves “extraordinary” elements, which is why this image was made in such a way to recall a fairy-tale. In fact , several well-known fairy-tales characteristic animals, which include cats and birds, which in turn act and talk exactly like ordinary humans. Moreover, the butterfly gown worn by cat could exist within a fairy-tale community. In the previous section it was discussed how the cat was designed in a way to look like a enchanting princess via a story book. However , the cat provides a number of substitute messages as well. For example , the butterflies happen to be obviously liberated to fly whenever they want, meaning that the cat must have attracted them through its charm. Furthermore fashion will be any other form of communication, since it always takes place in a certain context, characterised by shapes, colours and materials, and a lot more. Fashion also has a cultural and interpersonal dimension as it could reflect a certain set of principles or even cross-cultural exchanges. (Perrot, 1994) Consequently , the feline also represents charming ladies and combines two apparently reverse elements, just like modernity and classic traditions. In the offer, two mobile phones are compared to photoflood lamps, which are a up to date element. However, the building, history, dress and old regular sewing machine happen to be classic factors. Judging from the structure in the building and the floor pictured in the image, it can be inferred that these components were influenced by a classic European building. The background presents a luxury living environment and its darkness clashes with the mild provided by the “photoflood lamps”, which suggests that those who buy Vertu’s smartphones will stay ahead of the group and be apparent, even at night. In other words, the smartphones’ light symbolises social status and success. Simultaneously, the chicken which makes a butterfly gown using a vintage sewing machine indicates that Vertu’s cell phones are “handmade” in England. The simple fact that the fowl uses the butterflies to make a classy dress as well suggests that the materials utilized by the company to manufacture the phones will be remarkable and luxuriant and that its making techniques will be unique. In other words, Vertu’s mobile phones are the consequence of extraordinary quality.
What different is “sold” through adverting?
Promoting is the two a willpower and an enterprise whose objective is to generate and improve business’ manufacturer image, create desire and convey specific messages to consumers. (Posner, 2011). In terms of luxury products, adverts must encourage customers to purchase certain items whilst relaying messages related to cultural status and luxury. To be sure, Vertu smartphones cost several thousand pounds and the operating system is usually not especially user-friendly. So who would use such a substantial amount of money over a smartphone in whose operating system isn’t very even extraordinarily convenient? Upscale costumers would be the only types who would order it, given that it shows their social status and success. Therefore , it can be inferred that Vertu’s products happen to be status icons. In addition , since Vertu objectives only first-class people, the logo also symbolises extravagance and cultural status and Vertu Existence offers access to exclusive events and private clubs (Vertu, 2014) This obviously indicates that in order to become recognisable and attain long-term profitability, luxury brands must employ advertising to advertise both usana products and a luxurious lifestyle.
How advertising captures our attention
A marketing campaign for any luxury phone should record everyone’s attention, regardless of their social status or money. The product’s luxury position should reflect contemporary fashion trends and cultural status, especially if it is a smartphone which costs several thousand pounds. Therefore , Vertu’s adverts were meant to capture everyone’s focus. Creativity is yet another aspect which in turn engages consumers, as creative advertising may help a luxury company to be seen while dignified and successful. Since Vertu targets upscale costumers and its marketing campaign is characterised by a great “Extraordinary” motif, a combination of dreamlike elements, mythic characters, trendy colours and stylish fashion play a role in making Caractère appear like a luxury brand. In comparison to Vertu’s prior adverts, the featured in Vogue certainly stands apart for its innovativeness and quality. Even though it is previous adverts were also imaginative, its pictures were solemn, mature, basic quite lifeless. Thanks to their new approach to advertising, Vertu has managed to renovate and improve its brand graphic, associating itself with modern quality, elegance, shades, fashion and even fairy-tales. By using a cat-headed female, Vertu targeted younger buyers whilst protecting its extravagance status. Design, background, colours and elements used in the advert had been selected in such a way to echo the value of Vertu’s smartphones, thus capturing consumers’ attention.
Exactly where adverts show up
This Vertu advertising campaigns appeared in fashion magazine in December 2013, occupying two entire web pages. The next webpage portrayed marketed BVLGARI jewellery, which is also a luxury brand. BVLGARI’s products are believed as luxurious and invaluable, which means that by positioning its advert following to BVLGARI’s, Vertu was also probably be perceived as deluxe and precious by readers.
Outdoor advertising and marketing
In relation to outdoor advertising and marketing, Vertu chosen a digital display screen with SPECIAL technology. The advert was designed in such a way to create movement and dynamism by having CGI the butterflies fly throughout the cat’s gown. (Taylor, 2014). The cartoon butterfly added a realistic touch to the advertisement and the technology chosen simply by Vertu was certainly designed to catch passers-by’s attention. Vertu’s advert is a wonderful example of how CGI technology and pictures can be mixed in order to create animated, eye-catching cross-platform sales strategies. (Taylor, 2014).
As for positioning, Vertu’s advert ought to be placed in crucial areas, such as city organisations, financial organisations and rich neighbourhoods, in which upscale consumers are more likely to view it. In fact , by simply placing the ad in prosperous, busy areas, Vertu could engage and communicate with its target audience more easily. However , numerous people aspire to a deluxe lifestyle, regardless of their financial resources, which means that Caractère should also target other portions, in order to grow and become renowned among even more consumers. To be able to obtain movie star endorsement, the advert needs to create consciousness, whilst attracting a large number of people. In other words, Vertu’s advertising strategy should not merely target sophisticated consumers, although also other groups in order to expand in the future. As Posner (2011) seen, a common technique employed by quite a few luxury fashion brands around the world is to use superstars to promote goods. However central areas are most likely the best locations to place advertisement for a high-class product, because they are always busy and catch the attention of different types of buyers. Therefore , by placing the Caractère Extraordinary advertisement in central areas and on busy pavements, a significant number of people would understand Vertu’s products.
Vertu Amazing is a unique and innovative approach to advertising, which in turn uses imagination to strengthen Vertu’s brand picture. The company’s’ previous advertising campaigns were older and classic, whereas their new one features a extremely original idea. In fact , Vertu’s Extraordinary advert is characterized by fairy-tale elements, a dreamlike atmosphere and a classy colour scheme which are changing the company’s image. Inspite of its innovations, Vertu’s fresh approach to advertising and marketing preserved the brand’s luxury status, by simply combining classic elegance with contemporary products and female splendor. This creative advert is certainly having a positive impact on the provider’s reputation and promotional activities.