Home » Generations »Marketing and sales » Currently Reading:

Baby Boomer marketing campaign on steroids

March 17, 2008 Dean van Leeuwen Generations, Marketing and sales No Comments

null

Marketers have long identified that Baby Boomers are attracted to products endorsed by celebrities. Louis Vuitton the French fashion design house has outdone itself with their current “where will life take you” marketing campaign. The list of celebrities is impressive with no less than Stefi Graf & Andre Agasi, Mikhail Gorbechev, Catherine Denevue and Rolling Stone’s guitarist Keith Richards all fronting the face of the campaign! “Countless Emotions…countless journeys” Louis Vuitton also tugs on the emotional heart strings of Boomers living life to the fullest and there is even a hint of nostalgia as all the celebrities are of yesteryear. Great campaign…if you are a boomer! Not sure how many Generation Xers this ad campaign will appeal to but I can’t imagine many and yet I’m sure that as Generation X approaches the heights of their careers (the oldest of the Gen Xers are nearly forty) they would form a large proportion of LV’s target audience.

Have a look at the campaigns micro site by following this link to the Louis Vuitton
site
and then click on the LV core values film.


You get a narrated video tour of the celeb’s favourite city, you can also enter an interactive wardrobe to see what they would take with them on their journey and there is a video of the photo shoots for the campaign. As a Gen Xer this is all too naff for me and a bit old school web marketing. The micro site will not capture Gen X’s attention for long enough to keep them there and Boomers, well they are unlikely to even find the micro campaign site! LV have spent millions on this campaign and whilst the print campaign in magazines will work for Boomers as an integrated campaign it falls down. There are so many ways that this campaign could’ve worked for both Boomers and Gen Xers and yet it doesn’t because LV has not understood the underlying values of these two generations. For example LV could’ve created a online computer game where you could take the celeb on a gaming adventure, or even better LV should’ve created Keith Richard as an avatar in SecondLife, you could then have watch him on his journeys and “experienced” a “live” Stones concert… Instead you get an ad campaign with a very boring mirco website and some yesteryear celebrities…nice try LV, no cigar!

PDF    Send article as PDF to

Related posts:

  1. The Silver Tsunami – Baby boomers are responsible for more than 40 percent of retail spending, companies need to pay attention to this. Boomers control over 75% of the personal net wealth in...
  2. Marketing and product development for Boomers Appliance makers GE and Whirlpool have been quick to recognised...
  3. Dean interviews the COO of Zappos and Director Marketing Operations of Harley Davidson on customer experience A lot of folks are drinking the Zappos kool-aid these...
  4. The Amazing Baby Boomers (and why they refuse to grow old) Over the years, I have done some work with YPO...
  5. PodCast Update – Millennial Marketing We’ve just added a new PodCast to the TomorrowToday feed. Saffron Baggally...

Related posts brought to you by Yet Another Related Posts Plugin.

Comment on this Article:







NOTICE !! NOTICE !! NOTICE !! NOTICE

There's some great stuff in this column on the right. Don't ignore it!

* Use the categories to find some great stuff you might have missed before. The search is pretty good too - search for your favourite keyword!
* Sign up to receive new blog entries by email or RSS
* Why not sign up for a Flattr account, and then flattr us?
* And enjoy the new "BEST of the BEST from our ARCHIVES" section. Four or five of our best from the past decade - still relevant and fresh today.
* Finally, make sure you "Like" the posts you like on Facebook, and retweet them on Twitter, too.

Category Drop-Down

Subscribe to this blog

Get free delivery of this blog by email, RSS or feeder

Flattr us

There's a new way to show your appreciation and admiration - it's called Flattr. It allows you to allocate small amounts of money to something you really like online. You need to sign up to get involved (email us if you need an invitation).

Go on - Flattr us:

Or Flattr any of the posts that have a Flattr icon.

NEW: Featured Posts from our ARCHIVES

Back to the Future: Rethinking Strategy

December 3, 2009 Keith Coats

Back to the Future: Rethinking Strategy

How do you speak in a new way about strategy when an old language dominates the topic? This is a major obstacle standing in the way of thinking about strategy in a new way for a new world. Jamie Dimon, CEO of J.P. Morgan Chase was quoted in Fortune (January 26, 2009) as saying, “I [...]

Lessons from where you least expect them

April 27, 2005 Barrie Bramley

Lessons from where you least expect them

I spent 8 hours driving yesterday, to have a 90 minute meeting. Well an interview actually. I met with Thomas Schmuck. He manages a building supply store that is part of the Build It franchise (Click here for their web site). The store can be found in Vryheid. Somewhere in Kwa Zulu Natal. Actually a [...]

Mind the Gap: Generations @ Work

April 19, 2005 Graeme Codrington

Mind the Gap: Generations @ Work

This is the original submission as published as the Keynote feature in the Journal for Convergence (ISSN 1606-6162), Vol 5 No 4,www.axius.co.za “We can’t seem to keep our bright young things”. This is the common complaint of businesses around the world these days. Talented employees, especially young people, are not staying, and an older generation [...]

Change has changed

November 30, 2004 Graeme Codrington

Change has changed

One of the major reasons that interventions, training and change processes don’t work as effectively as we would like them to, is that we fail to take the time to create the necessary framework of understanding at the start of these processes. Simply put, we do not understand the nature of change itself. Too often [...]

Thirteen things smart leaders know – How to thrive in a relational economy

November 30, 2004 Keith Coats

Thirteen things smart leaders know – How to thrive in a relational economy

Leadership is about who you are. It is about character. It is about looking inwards in order to lead outwards. The best leaders are those know themselves, know their strengths and play to those strengths. They understand something of the connected, relational and paradoxical nature of the world in which they live and lead. They [...]

Recent Comments

  • Dawna MacLean: Huge kudos on presenting such an audacious and provocative p...
  • Barrie Bramley: Hey Yahsar Let me ask the question this way then... how m...
  • Barrie Bramley: Hey Neil No it's not a reflection on the sort of people I...
  • Graeme Codrington: If you'd like some resources on what you can do about the lo...
  • Yahsar: Your question for starting the discussion was really interes...

Archives

Tweet Blender

PinkCrckrPinkCrckr: @NewWorkTrends love this article! Loved it before I even finished reading it!
16 minutes ago from Twitterrific
ChoypwChoypw: @NewWorkTrends Identify the origin of conflict first? | #Sustainability is about 3Ps: planet, people and profit. #business
53 minutes ago from web
workforcetrendsworkforcetrends: @PinkCrckr thanks for feedback on customer loyalty piece - author was @NewWorkTrends and he'd appreciate your feedback
1 hour ago from Echofon
workforcetrendsworkforcetrends: @rickross10 I think there's going to be chaos in the years ahead!
1 hour ago from Echofon
rickross10rickross10: @workforcetrends Graeme, Thank you for the RT. I enjoyed your post with a similar underlying idea "talent exodus" http://ht.ly/2AWb3
1 hour ago from web
clivesimpkinsclivesimpkins: @bradralph our @BarrieBramley become a barrister or a *bachelor*? @MelanieMinnaar
2 hours ago from ÜberTwitter