Case Study - Luxury Unveiled

Background:
The etv media group was approached by consultancy, Luxury Unveiled Ltd, to create an international branded TV series on luxury goods. These brands had traditionally used print media to promote themselves and television had not been exploited as a marketing tool. However in a bid to attract new customers in emerging markets, Luxury Unveiled believed there was an opportunity to use branded television in places where the broadcast medium was more likely to be accessed over glossy magazines.

Recent research has indicated that countries like China are soon set to become the largest buyers of luxury brands and Luxury Unveiled wanted to begin to develop relationships with prospective customers. The series featured Chanel, Cartier, Dunhill, Vertu, Ermenegildo Zegna and Swarovski.

Objectives:

• Promote each brand in the series to potential customers in emerging markets such as Asia and the Middle East
• Reinforce the core values of each of the brands
• Effectively profile the luxury brands sector as a whole

Mechanic:
The etv media group developed the format for the series and worked closely with Luxury Unveiled to ensure all of the brands were represented appropriately. Each show featured a number of different customers around the world who embodied the core values of the particular brand and provided an insight into the life of a luxury brand customer.

In the show featuring Chanel, we took five women from Britain, Switzerland, India, Russia and China and showed them in their every day lives. This was interspersed with an interview with Chanel designer Karl Largerfield and footage about the history of the brand and its founder, Coco Chanel. The climax of the show saw all of the women meeting up at the Chanel end of season fashion show.

The etv media group worked with Luxury Unveiled to develop the creative execution for the series and undertook all of the production, including shooting, producing, editing and post production.

Results:
The etv media group worked with Screentime Partners to sell the series to international markets. The series has achieved a global audience reach of 1.6 billion people and has been broadcast on channels in China, Hong Kong, India, Japan, Poland, Russia, Singapore, South Korea, Thailand and the Middle East. Importantly, the brands involved in the series achieved their objectives and Luxury Unveiled is now looking at secondary distribution platforms including in-flight entertainment, instore television and magazine covermounts.