LovLots EvoLUtIoN

(Lovlots conquer all: a two-pronged strategy for winning the hearts of humankind, overcoming evil, and saving the world through the power of Lovlots)

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OUR GOAL To rejuvenate the figurines business via a campaign for the LOVLOTS line that can be carried out on multiple levels and adapted to fit all of Swarovskis target audiences including the next generation of Swarovski fans and figurine collectors. The LOVLOTS have carved out a niche for themselves since they were introduced in 2006. Our task is to deepen that niche, promoting the LOVLOTS as playful gifts while simultaneously inspiring contemporary and cool collecting. We need to deepen our emotional connection with the consumer through storytelling that connects all of Swarovskis many creative directions in a way that can be adapted to accommodate the different sizes and assortments of products. To reach a younger audience, we will have to be open to options outside of the traditional spectrum of communication tools.

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OUR STRATEGY The LOVLOTS live in LOVLOTS CITY. But the city cant just wait around for the world to discover it it has to present itself to the world as the vibrant, colorful, singular metropolis it truly is. To make itself accessible, it has to throw open its gates from online media and social networks such as Facebook, Twitter, Youtube, and the universe of tablet and smartphone apps to Swarovski shops throughout the world. The time has come for the LOVLOTS line to capture the imagination of the entire world to become not just a big success, but an international sensation. This calls for a series of swift pumps that will get the heart of LOVLOTS CITY thumping and flood the veins of its streets with fresh life. To properly administer these pumps, we will need two strong, able hands.

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The following presents our vision of what these two hands should be and describes the initial pumps we believe they should make. Together, these ideas provide a framework for determining the details of the procedure, the length of treatment, the exact pressure required, etc. The rest, in other words, is up for discussion. Put another way: we want to pump the LOVLOTS full of unique new benefits. By building on the strong, eccentric personalities of the LOVLOTS line and transposing the extremely engaging and entertaining context of LOVLOTS city to todays high-tech, inherently social world of apps and Web 3.0, we will be giving our customers playful gifts that will keep giving down the entire value chain. together with them, we will watch the story of the LOVLOTS unfold in ever more amazing and rewarding ways. It all boils down to two things: discovery and engagement.

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DiScOVERY We want to tap into the excitement that comes from discovering a connection between fantasy and everyday life by showing customers resemblances between the people in their own lives and the LOVLOTS characters each of which has a unique personality and set of traits and then providing opportunities and incentives to purchase LOVLOTS as gifts. We will do all this via a slogan (which includes the redesigned LOVLOTS logo as explained below) that takes the form of a question. The question immediately links the LOVLOTS line with the people we know and love, and thus with gift-giving itself.

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EnGAGEmEnT We want not only to promote LOVLOTS as ideal gifts for every occasion, but also to entice fans to interact with the city in which they live by way of a slogan based on the same core elements i.e. LIFE and LOVLOTS as the aforementioned question.

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nEW TYPOGRAPHY We reimagined the logo in order to simplify visuals, give the logo a cleaner, more playful feel that better aligns with Swarovskis visual language, and take the edge off the lettering. We wanted the logo to have a personality that meshes with the LOVLOTS themselves.

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nEW LOOK

more crystalline feel, more use of light

new typography

products shown from new angles to bring out personality

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ExPAnD cHARAcTER TRAiTS To provide a basis through which the LOVLOTS FINDER app can match LOVLOTS characters with information from the customer, each will be assigned an expanded palette of traits (e.g. easygoing, optimistic, naysayer, loyal, inquisitive, etc.) and a statement (e.g. The world would sing if I were king! (for one of the Birds of Broadway), Its my party and Ill quack if I want to (for the Happy Ducks), etc.

easygoing

loyal

optimistic

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PAcKAGinG Refresh the design of the packaging to reflect the new look and feel. - Look: crystalline structures (more like giftwrapping, as if whats inside were sparkling outwards) - Each district (Downtown, West End, etc.) assigned a color (creating a colorful pattern in displays) - Silvery top of package can be used for displaying product and better reflects the light within the product - packaging includes a leaflet/registration form (Become a resident of LOVLOTS city) that engages customer long-term: residents can see and explore the hidden district containing surprises and incentives embedded in the map of LOVLOTS city on new website - own distinctive packaging for limited-edition LovLots - For in-store purchases, gift tag integrated into packaging (Customer can fill in names i.e. From...To...; for purchases from Swarovski online shop, printed on packaging

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PAcKAGinG

integrated gift tag

registration code for hidden district of LOVLOT City

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SHOWcASE - structured arrangement in districts through color-coordinated packaging - small monitors or posters; message: Who are the LOVLOTS in your life? - QR code for LOVLOT FinDER app: Who are the LOVLOTS in your life? principle: either via character traits or visually via photographing of person -> the closest-matching LovLot is revealed. - Promotion of new website or Facebook page (more below): Life in LovLots City

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BROcHURE

In the form of a poster; links the two aspects of the campaign (discovery and engagement) and brings LOVLOTS City to life for customers as well as prompts them to interact with it: page 1: Who are the LOVLOTS in your life? Listing of many (but not all) products with features and names, to inspire Page 2: Headline: Life in LOVLOTS city First point of entry for customers to LOVLOTS City
- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia - Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

- Tempor um eum quo volo - labore velici rep int peria - excepu restrum derspe l fugitiu di blabor ntorit a tectius incia

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LOVLOTS FinDER APP - motto: Who are the LOVLOTS in your life? App can be accessed online via Facebook page, QR code in storefront window/retail displays, or via download for use on smartphone, tablet computer, or other compatible device - offers three different ways of finding matching LOVLOTS character for customer: Via image (webcam or photo upload) Via selection of character traits (based on q&a) Via occasion (Christmas, Valentines, anniversary, etc.)

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LOVLOTS.cOm to connect the various strands of the campaign and link the elements of engagement and discovery elaborated above, we will create a website (LOVLOTS.cOm). the start page will contain two gateways one with the banner Who are the LOVLOTS? and one with a banner that reads Enter LOVLOTS city. Clicking on the former will redirect the Internet user to the Facebook page and Web-based version of the LOVLOTS FinDER app, which can also be downloaded as an app for use on smartphone, tablet, and so forth), where he or she can immediately begin using the app. Clicking on the latter will redirect the internet user to an online interactive map of Lovlots city. there, users can register to be a resident of Lovlots city and interact more deeply (i.e. upload photos, post notes, etc.). visitors who have purchased a Lovlots product (as explained in leaflet that comes with purchase and includes a code for a key to Lovlots City) are able to see and enter the Hidden District of the city (perhaps called the Underworld?), where prizes and incentives, exclusive content, and other exclusive features await them. in effect, the residents will help Lovlots city grow the more content they upload, the richer and more interesting the city becomes and could be awarded for uploads i.e. collect points/discounts for Lovlotsrelated purchases, V.I.P. Lovlots events, etc. They would thus have plenty of incentives to help make Lovlots City a sensation and spread the word about the Lovlots in both the online and the offline world.

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characters move around, sparkle, disappear and appear, and react to mouseover

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LOVLOTS.cOm

interactive map of LovLots City

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FAcebOOk.cOm/LOVLOTS

LOVLOTS finder app on Facebook - ready to play

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YOUTUBE - Feed target audience slices of life from LOVLOTS city and on LovLots characters through videos in diverse formats and with lots of different looks and feels (example: a clip from backstage at Birds of Broadway performance) and embed on website, share link on Facebook, etc.

TWiTTER - Keep audiences up to date on whats happening in LOVLOTS city and with LOVLOTS products; link to website for all posts

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ADAPTATiOn OF LOVLOTS FinDER APP FOR STOREFROnT WinDOW Grabs attention of passers-by displaying their image along with the question Which LOVLOT are you? and/or Whose LOVLOT are you? (appeal to gift-giving) installation then suggests corresponding LOVLOTS character (also appeals to gift-giving) followed by question Who are the LOVLOTS in your life?

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BiRDS OF BROADWAY PROmOTiOnAL cAmPAiGn Special promotional campaign for birds of broadways introduction into LovLots City Exclusive videos uploaded onto Youtube (example: clip from backstage at Birds of Broadway performance, Bird gets stagefright before the big debut) Linked on Facebook and via tweets Mock front-page headline of extra edition of LOVLOTS CITY Ledger daily newspaper: Fans flock to Birds of Broadways Lovlots City debut etc. Teaser poster for bob arrival for online and offline activities Augmented reality in Swarovski store : bring Birds of Broadway to life by scanning with iPad, etc. Playbutton as a promotional giveaway

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DinOSAURS PROmOTiOn

Note: Similar approach could be used for other LOVLOTS, i.e. Dinosaurs promoted via augmented reality larger-than-life characters in a city park (in manner of Jeff Koons), etc.

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