SAHARA ADVERTISING COMPANY: SPRINGMOTION By Antinori

The Team Helena Mayfield – Account Executive/Copywriter, Presenter Rachel Aszman – Creative Copywriter: Print, Presenter Fanny Chac – Marketing Analyst ( Focus Groups etc.) Madison McCabe – Creative/Copywriter: Television Kelsey Crouch – Creative/Copywriter: Radio Brock Henson - Presenter

Research Overview We conducted research on many ads and asked many professional women what they look for in an expensive and high-quality perfume. Our objective was to find what attracts our audience. Our focus group results showed that women typically prefer a perfume that is long-lasting and contains a light scent.

Additional Research Information Our target audience is women between the ages of 25-50, with above average income and who are used to a luxurious lifestyle. Our perfume contains musk and orange blossom because it is an intoxicating scent that will last. Orange blossom brings out the femininity in our perfume whereas the musk adds the sexy touch that all women want in their perfume. Our bottle is rectangular shaped because we want it to be clean and simple. Most women are trying to appeal to either a spouse or their coworkers.

Why Sahara? When looking for a perfume, most women want to put the scent on and instantly feel a sense of heightened confidence. The reason we picked Sahara is because we wanted the name alone to be tempting. When women see or hear about the perfume, we want them to think that a positive outcome will come from the product. When they hear about Sahara, they will immediately be attracted to the heat and spice that could come from a scent with a name as bold as Sahara.

Unleashed Our slogan is “Unleash your inner flame”. But why did we choose it? We chose it because it goes along with our main focus with this product in the first place; making middle aged women (our target audience) feel sexier. We want our target audience to instantly regain that spark and zest that they had when they were younger with Sahara. Using the word “unleash” is perfect because is exactly what we want the consumers to do. Just let their hair down.

Strategy Behind Print Ad The print ad has a very seductive look. Used blacks and oranges and reds to represent the heat that we want to bring to the consumer. Also, one of our main goals was to help women stand out in the crowds. Association with upscale or popular magazines.

People MagazineBeauty Secret Issues Vogue MagazineYear Round Elle MagazineYear Round MagazinesWhat Issues Rhetorical DevicesRepetition, Euphemism. Argumentative DevicesBandwagon, Slogan.

Rhetorical DevicesEuphemisms, Glittering Generalities, Hyperbole. Argumentative DevicesSlogan, Snob Appeal. We knew that the bar scene was a normal part of a mature woman’s life, and how words like “sexy” and “flirty” are usually associated with a bar. This is related to our perfume because it’s sexy and sultry. Also, we wanted to audience to feel like people would notice their scent, which is done in the commercial by the bartender.

Oxygen After 10:00 P.M. Bravo After 10:00 P.M. Lifetime After 10:00 P.M. Channels Times

Radio Kept target audience in mind. Stay with the the very seductive theme throughout the campaign. Rhetorical DevicesEuphemisms, Glittering Generalities, Hyperbole. Argumentative DevicesSnob Appeal, Bandwagon

98.5This is an 80’s station so we know that our target audience would be a frequent listener. 7-8 A.M., 5-6 P.M. 94.1This is a station that plays today's popular music that can appeal to all age groups. Very catchy. 7-8 A.M., 5-6 P.M This is a country station. We made sure that we included one of these so that we could get the word about Sahara out to as many women as possible. 7-8 A.M., 5-6 P.M. Stations Why

How we plan to expand Turn the fragrance into other products like: Lotions, Body Mists, Soaps, and possibly shampoos and conditioners. Having someone famous that would be in our target audience, endorse Sahara.

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