SAHARA

1. SAHARA By Antinori ADVERTISING COMPANY: SPRINGMOTION

2. 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

3. 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. 

4. 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.

6. 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.

7. 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.

9. 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.

11. Strategy behind TV commercial • 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.

12. Television Channels

13. Radio • Kept target audience in mind. • Stay with the the very seductive theme throughout the campaign.

14. Radio Stations

15. 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.

16. THANK YOU