Does the person create the journey or does the journey create the person? The journey is life itself. Where will life take you?--- Louis Vuitton
Louis Vuitton released its first TV commercial in 2008; however, I never watch it until today during a group discussion. The theme of this commercial is getting back to basics, the art of travel.
In this TV commercial, you only see a very few shot taking the LV’s products, and a LV bag makes only a fleeting appearance in the advertisement. This ad aims to promote the brand itself, rather than a specific product, and try to refocus on its travel heritage. After watching this commercial, I incorporate it into my personal experience, and try to link my personal definition of travel to the concept, which LV tries to convey. By doing so, I am so touched and start to transform my judgment to LV.
The ad would be particularly useful in reaching new audiences in fast-growing markets, where the image of Vuitton may be less established than in Western countries. Most people in emerging market perceive LV as a status symbol, and they may not even know the history of LV. In fact, I was one of them, and I change my thoughts to LV through a branding strategy project. When I learn more with respect to LV’s intrinsic heritage, I begin to perceive LV not as a status symbol, but an innovator, who provides the innovative evolution of its luggage to influence people’s life style.
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