A mode of employment followed by Lavazza

If this morning, the calendar in your Office opens on the photos of Sophia Loren and Penelope Cruz, in beautiful sleeping emerging from their sheets (see photo), it is that you are part of the 1,000 French high by Pirelli to the rank of VIP! Become the "must have" calendars to the point that one of the new year is already put price on eBay between 200 and 300 euros the 43rd of the tyre manufacturer opus is the example of the use of such a purpose to convey the image of the brand and more precisely to be remembered with good memories of its customers. Best 45,000 fired, it is distributed free of charge to the most prestigious of them. His reputation was favourably showing stars and models, but also by great photographers, the first was Robert Freeman, one of the Beatles.

But since 1964, date of its first edition, it did not have many followers. Lavazza cafes, lingerie Aubade or "Play-Boy", the clubs in rugby or football, are among the most famous examples alongside those of the dough, the pressing and the motor carrier. "Few brands are consistent in their communication," analysis Françoise Barthélémy, Executive Director of the Office of Carlin International style. The creator of the calendar of Aubade, it considers that it would never become worship if he had been arrested earlier. "This is a somewhat privileged expression link." "The bonus goes to the first entrants", adds his side Jean-Marc Lehu, Professor of marketing at the Sorbonne. To mark the spirits, the strategy of the calendar must therefore register in time, year after year, and select positioning.

At Aubade, the advertising concept of the "lessons of seduction" perfectly completed this exercise by taking images of the campaign. The 2007 Edition features lessons 75 to 81. "Designed 10 years ago to create the link between consumers and the brand, and not to be a communication tool, it was intended for retailers to animate promotions", says Françoise Barthélémy. The calendar thus to attract men lingerie shops. Demand was such that five years ago, Aubade decided to reduce its maximum best 25,000, but allowed the download on the Net. Result: "found today as wallpaper in China, which feeds the word-of-mouth on the mark, while subject to a"collector"held by a privileged few", continues the consultant. Carlin was extended five years ago the spirit of the calendar with an agenda, an accessory object providing a presence of the brand on a daily basis, closest to the client. If this strategy allowed him to mark its difference in lingerie, Aubade however was joined by Simone Pérèle with its "stolen moments", signed a Wizard of Yann Arthus Bertrand photos.

The purpose of art is not far away. Marks in the calendar to their name to treat this more than any other aspect, so resemble the Dean: that of firefighters born in 1947 to finance their social actions.

Dubbed "the Cal", the Pirelli Calendar has become an event of the world of photography, some vintages that can exchange between 5,000 and 10,000 euros among collectors. "It is more an exercise in exclusive photos as a timetable", admits Gioacchino del Balzo, Coordinator in this "small business" Pirelli, with a budget of 2 to 2.5 million. It dropped any reference to tyres in 1993 and gives each year carte blanche for a famous photographer. The contracts signed with the stars also stipulate the formal prohibition by Pirelli to use these images for commercial purposes.

I don't care. Gioacchino del Balzo, the good recipe is elsewhere. Three years ago, he did compare the impact of the mark in the traditional pub with that indirectly generated by the edition of the calendar. Result: a report of impact of 1 to 60 for the calendar. Photo of Jennifer Lopez made the "times" of London last year, a "media coup" that it considers at 250,000 pounds sterling. "When, in July, the new is that Sophia Loren would be in the 2007 Pirelli Calendar, all televisions have talked about." "This is a fabulous tool for branding," amused the Italian. The "making of" was the subject of a film, books and exhibitions were devoted. Each year, he played on the trends of the moment. In 2007 the "generational" phenomenon has blown the presence of Sophia Loren, seventy-two years, alongside Lou Doillon, twenty-five years, is the emergence of China should be welcomed in 2008.

Lavazza, launched in the adventure of the calendar in 1993, was inspired by the approach of the tyre manufacturer with great photographers such as Helmut Newton or Jean-Baptiste Mondino. But he in also stood closely associating its product and using it as leverage advertising and direct marketing tool. More than a gift company, calendar integrates into a campaign on the brand identity through posters embodying some of his photos. It also the object of exhibitions as the cheap in Paris where it was presented in early November. His photographs are finally declined for product launches. "It is an image Accelerator, a catalyst as a language more fashion, including France and Germany where the brand is best known in the supermarket", says Francesca Lavazza, Director of brand.

If the marketing Department recognizes that it is difficult to measure its impact on sales, the gain of assisted notoriety rose to 72 versus 5 five years ago for a budget of 17 million in 14 countries, including 5 million in France. This year, an Internet site offers fans to relive the scenes of the preparation of the calendar.

In the end, the Council of Jean-Marc Lehu include: "have a story to tell to the consumer on the day the day." A mode of employment followed by Lavazza. With title "The Most Incredible Espresso Experience, its schedule wants to discover an imaginary city where super-héroïnes see their powers compounded by Lavazza espresso marketplace. Inspired by the universe of artist Edward Hopper and the comics of the 1940s, signed pictures of the Spanish photographer Eugenio Recuenco seek to evoke "the notable women of our time, who must assume many roles both undaunted ever", says Francesca Lavazza. What kept the contact, month by month, with its target.