2. Van Heusen Key Highlights & Firsts
• Investment in of about Rs.10 Crores in AW’12 alone
(Van Heusen Woman and VDOT spends would be over and above this)
• The highest invest ever by and apparel brand in 1
season
• 1st of its kind Van Heusen in the lifestyle sector X
Lifestyle Aircraft to fly on domestic routes for 1
month
• 1st time ever in India, a Fashion Show in a Jet
Airways hangar for the launch of X Lifestyle
3. THE BIG IDEAS
PRE-FESTIVE FESTIVE & WINTER
Launch X-LIFESTYLE SUIT Activation & Race 2
Oct 6 to Nov 17 Nov 24 to Jan 26
4. Launch X Lifestyle
WHAT DEFINE’S X-LIFESTYLE?
IT IS A RANGE CONCEIVED TO HELP A PROFESSIONAL
BECOME A TRENDSETTER AT WORK.
A NEW LIFESTYLE OFFERING FROM VAN HEUSEN THAT
DELIVERS A STYLISH NEW LOOK IN CORPORATE WEAR
IT IS THE NEXT STEP IN CORPORATE FASHION
5. Building Blocks of Our Big Idea
Big Idea :X Lifestyle
ATL
Stores BTL Activations
Communication
Launch
Print Digital Magazines Products Service PR CRM
Event
7. Standee: In Trade Counters
• Fitted with a Digital Frame
• Digital Frame Kiosks to be
placed in key Trade Outlets
who book a minimum
quantity
• A Video and Pictures
showcasing X Lifestyle to be
provided in a chip
13. Launch Event
• Jet Airways Event at Hangar.
Departure Stairs to be used as Fashion
Ramp
• A Celebrity MC
• Rahul Khanna as the Celebrity as a
Show Stopper
• 2 CEO’s walked the ramp in X Lifestyle
• Model Turned actor Kamal Siddhu
hosted the event
• One Jet Airways Flight to be Branded
Van Heusen on the Outside
• A Jet for the TrendSetter
• Launch of the Campaign to be done at
the event as well
15. CRM & Facebook activation
Power Club
• Launch communication with special
trial offers for CRM members and FB
fans
• Emailers with Collection Images to be
sent
• SMS Reminders
• Post Launch Event Emailers with Link
to youtube
• Facebook posts on VH Facebook
Jet Airways- Jet Privilege
• Launch Emailer
• SMS Reminders
• Facebook Posts on Jet Facebook
17. Some Press Coverage
Navbharat
Asian Age
Business Standard(Hindi)
Dophar Ka Saamana
Divya Bhaskar
18. Some Online Coverage of Launch
http://www.dailymotion.com/video/xu3rt0_ra
hul-khanna-launchs-van-heusen-x-lifestyle-
formals-for-professionals_lifestyle
19. Airport Activation
A huge installation of Mannequins at airports
Delhi, Mumbai and Bangalore
20. News Print: Lead Medium
• Full page launch ads in key
priority markets
– Delhi, Mumbai, Bangalore,
Pune
• FPSS page launch ads in
other Big markets
• Continuous presence
through 4 weeks
– Oct’6 to Nov’17
21. Magazines
• A Double/ 4 spread advertorial on X-Lifestyle giving complete info on the
range or Do Magazine Ads on X Lifestyle only in GQ
• Tie up with an online magazine and promote the social media activities
around the campaign
22. Digital
• Live Broadcast of Event on Youtube/
Facebook
• Viral Videos to be created into Video
Ads on Facebook
• Social Ads on Facebook
• Paid Posts to be used around X
Lifestyle
• Website to be updated with latest
looks of X
• Banner Ads Targeting cricket centric
sites like cricinfo since launch will
coincide with the T20 World Cup
24. Building Blocks of Our Big Idea
Big Idea :Suits
ATL
Stores BTL Activations
Communication
Tactical Suits
Print Digital Products Service PR CRM
TV Festival
25. News Print: Lead Medium
• 5 weeks of continuous
presence through the season
(24th Nov- 26 Jan)
• Continuous print presence
from 24 Nov to 22 Dec follow
this up with Race 2 activations
• Race2 Fashion show @ Delhi
26. Instore
• Suit Festival like feel in
stores
• Suit Specialists in store
• Gratification on purchase of
Suits
• Dedicated Suits Section in
Key Stores
28. Application on Mobile, website and Facebook
MOBILE & FB APP - Coordinate Your Look
An Application that guides the consumers what to wear based on the
mood occasion
Shows the consumers different looks that he can try with the same
suits, based on occasion and many more…
29. Mobile App & Facebook App
Browse suits Get Dressing Tips Find Nearest Store
Online Display and Mobile can contain multiple content and brings the user
closer to Van Heusen
30. Digital: Best Dressed Corporate on LinkedIn
Continuing the Suits Conversation
• Why is LinkedIn Ideal for Van Heusen?
• Expose our audience to • India’s largest social platform that boasts of
Van Heusen and build working professionals who have taken care to
consideration for Suits represent themselves unlike other platforms
through Hunt for ‘Best
Dressed Corporate’
• This would be a long
term branded initiative
powered by LinkedIn -
with a member base of
15 million Indian
professionals (making it • What is the opportunity?
• Besides the 15 MN user base, most profiles by
the largest market after hygiene mention only current job status and an
the US)* overview of their education
31. How would we support the big idea!
Use Association with RACE2 to drive Fashionability Plank
• INSTORE
– Exclusive Race2 Collection display in Dec’12@ Store
– Instore visuals - Use celebrity images
• ATL - PRINT
– key in film co-branded shots release in TOI
– Style them for cover page appearances
• ATL - TV
– Style the celebrities for TV Talk shows in associations with
the Channels (subject to budget availability)
• BTL – CINEMA
– RACE2–VH commercial screening in 120+ screens
– Clubbed with an interesting offer…
• BTL – EVENT & PR
Advertising's role in brand preference is not as – RACE2 merchandise launch in Ffashion Show with the
strong as the movies; the celebrity's wardrobe; celebrities
and word of mouth • BTL – CONSUMER PROMO
Source: Project Gold – Run consumer contest ‘meet & greet with Race2 Stars’
32. AW Media Plans
• Summary of Print Plan
• Race 2 Plan to follow in some time. To be led
by Cinema, Digital and Instore
