The Jet Set Campaign ,one experience, multiple fireworks ,one experience ,To gather and sustain attention, the experience delivers a consistent message that tells the JetSet story, only in different content types. ,multiple fireworks: ,All contents are to live on one common ground, at a frequent and consistent pattern. Every month there is a content highlight that triggers new interests and further delivers JetSet experience ,[MIRAGE]: Noun (mi-razh’) An optical phenomenon that creates the illusion of water, often with inverted reflections of distant objects, and results from distortion of light by alternate layers of hot and cool air. ,SHANGHAI JKC ,Projects the mirage of our JetSet future ,How? Large LED screen as the “window” that the mirage is projected onto ,Experience Roadmap ,Warm Up ,Campaign ,Event ,y,r,a,un,a,J,y,r,a,u,r,b,e,F,h,c,r,a,M,li,r,p,A,ya,M,y,l,r,ae,d,i,m,#AllAccessKors Street Guerrilla Attack ,#AllAccessKors Backstage & Interviews ,#JetSetGirls Winner Announcement ,#JetSetEvent Opening Ceremony Gala Dinner JetSet Party ,#AllAccessKors Live streaming at JKC LED ,#JetSetGirls Campaign Warm Up ,#JetSetGirls Jet Set Go Social Films ,e,t,a,l,#AllAccessKors Warm up ,#AllAccessKors Re-run in loop ,#JetSetGirls Open Call Kick Start ,#AllAccessKors ,•,• Objectives: gathering all attention onto JKC flagship, and use the store as a medium to start the first wave of JetSet Buzz, without stealing the May opening ceremony but rather as a warm up. ,••,Strategy: find one global content of the moment as a focus to be reflected onto JKC, bring the eyeballs from all channels to this store. The flagship store is THE common ground for consumers to receive this message. This action naturally becomes a crowd-source event. ,•,Theme: New York Fashion Week • Message: #AllAccessKors 360 Degrees ,•,Content goes live on: JKC LED • Buzz Around Town: JKC OOH, Digital, LED ,#AllAccessKors ,#AllAccessKors Campaign Mechanism ,Buzz Seeding ,Official Banner ,• OOH with AllAccessKors ,• Digital Ads • AllAccessKors street viral ,Show Live Stream ,• JKC LED • Website ,Show Post Coverage ,• JKC LED • Website ,For the first time, bring AllAccessKors Visual as advertisement banner on OOH, to arouse attention around town. ,Office online banners go live together with a same theme street viral campaign, that consists of massive people on Nanjing west road wearing AllAccessKors t-shirts. All is to be created in viral content to blast online. ,On the day of fashion show, it is being shown with live stream on JKC LED. An arranged guerrilla attack activity is also taking place at iAPM and JKC, to pass out AllAccessKors t-shirts to passengers and invite them to see the show at JKC. ,Break post show coverage into segments of rich content being shown on JKC LED regularly. As a regular “airing” session, the news is blasted online to attract people to visit the store and watch the latest footages. ,An OOH ad that triggers curiosity. ,AllAccessKors becomes the talk of town. ,AllAccessKors turns into an outdoor event at Kerry Center. ,Refreshing the LED with new show content regularly. ,#JetSetGirl ,•,• Objectives: to get all Chinese girls in the act of JetSet, and spread the JetSet styles and spirit in China. Create JetSet with relevancy. ,••,Strategy: To maximize the buzz and influence, and get the action going by inviting stylish KOL as the JetSet Girl to lead the campaign ,• Message: Jet Set Go! ,•,Content goes live on: JKC LED, website, social platforms • Buzz Around Town: JKC OOH, Digital, LED • Gimmick: JetSet Photobooth ,• KOL Candidates: Zhuzhu, Shupei, ,• Winner rewards: wardrobe + statuary ,#JetSetGirl ,#JetSetGirl Campaign Mechanism ,Open Call announcement ,JetSet Street & Digital Campaign ,JetSet Girl Winner ,• JKC LED • Websites • Digital Banners ,• JetSet Photobooth • iAPM, JKC LED • Social, Digital ,• JKC LED • Website ,JetSetGirl Journal for the Big Day… ,• Online, social ,KOL footage being released digitally on web sites as well as JKC LED. ZhuZhu as the fashion host has JetSet NYC video with ShuPei being produced in Feb NYFW ,Kick off JetSet Street Campaign by installing JetSet Photobooth at iAPM and JKC, and ZhuZhu + Shupei PA at the two stores to style these girls personally for entering the contest on the spot. All contestant photos instantly projected onto JKC LED. ,Teaser video transformed from Shupei & Zhuzhu’s foreshadow ,ZhuZhu & Shupei as JetSet stylist, glam up the contestants ,JetSetGirl contestants are being elected by the public online, as well as in store votes. The final 5 winners will be re-styled by KOL. Making off will be created at JKC store and filmed to be released on media. All 5 JetSetGirls & ZHuZhu, Shupei will together create the foreshadowing message to May ,The 5 JetSetGirl winners will be asked to create social journals that reveals how they prepare to meet Michael in May, and what they want to know about him the most… ,Warms up the BIG DAY ,#JetSetEvent ,• Objectives: Grouping the key pillars of Michael Kors JetSet in two occasions: Opening cocktail of JKC + JetSet Party ,•,Strategy: Michael’s PA at JKC with ribbon cutting and JetSetGirl styling moment reveals part of the JetSet DNA, as a seed in hint for the surprise on JetSet Party the next day. ,• Message: JetSet Spirit and core pillars ,#JetSetEvent DAY ONE – Morning Press Conference ,•,•,Program: (with MK) • Group press conference • One on One interview session ,•••,(without MK) Press luncheon Store tour ,• Venue Suggestions Shangari-la conference hall ,•,• Design & Décor ’ Collection image green & silver ,•,#JetSetEvent DAY ONE – Grand Opening Cocktail ,•,••,Program: Pre-Event Cocktail & mingle • DJ performs in store LED reveals pre-recorded Michael getting in his black Benz ,•,•,•,Core Program • Michael’s arrival Celebrities arrival • Ribbon Cutting Toast ,•,•,•,Celebration • Michael’s styling moment in SH Zhuzhu, Shupei, 5 JetSet Girls join • Autograph moment Performance & party goes on. ,•,#JetSetEvent DAY ONE – Evening Dinner ,•,Program: • Outdoor pre-dinner cocktail • Dinner Host opens • Dinner begins Special awards and appreciation (format TBD) ,•,••,• Guests (30 pax) Editors in Chief Celebrities • Artists Fashion Opinion Leaders Supermodels JetSet KOL (Zhuzhu, Shupei) ,•••,• Venue Suggestions Shangari-la Glass Room Private Mansion with Garden ,••,• Design & Décor ’ Collection image green & silver ,•,#JetSetEvent DAY TWO – JetSet Party ,•,•,Program: • Red Carpet JetSet Moment Step and Repeat photo call • Digitalized Admission Fashion Show • Michael’s Arrival Party ,•,•,•,••,• Guests (800-1000 pax) Press, Media Celebrities • Artists & Socialites Fashion Opinion Leaders • Bloggers • Models JetSet KOL (Zhuzhu, Shupei) Top VIP • Business Partners ,••,#JetSetEvent DAY THREE – One on One & Michael Photoshoot in SH ,
