## Simple concept, refined!
BRITISH!
英国の!
BRITISH! - Is the slogan I'm going to go with, in Japanese. I was trying out a few slogans as you can see on the design sheet below in the previous post but I feel nice and simple "British!" is straight to the point and quite quirky too and should contrast nicely against the black and white "high fashion" photographs which will be used throughout the campaign and material.
I feel the tagline encapsulates basically what I want to communicate. We're in Japanese, we're British! We're Gaijin (outsiders) come and check us out, grab a slice of the Best of British. The problem right now is Ted Baker aren't changing their visual style, just being trendy and same-same with everyone else.
The billboards, posters and window displays etc will all be simple photographs, as seen on ads such as Silk Cut, to entice and add curiosity to the Japanese public, the only information which will be legible in Japanese will be "Tokyo" "British!" and the address of the store to lead them there. The brand name and other information about Ted Baker wil remain static in English, so it'll be interesting who can understand the extra English bits. This should add mystery and curiosity. The English looks exotic to the Japanese just how Japanese looks exotic to us.
Codes when you buy, access to how to be british on the site - To entice shoppers to shop and share, when shopping at Ted Baker. When buying online or through the store, the package will be received and packed in the same form as fish and chips with wrapping paper! Inside will be a code. Putting this code into the website and app will unlock the quirky elements of the site - "How to be British". The content of this I'm still to decide, but it will be fun activities like "How to drink tea like a brit" - when carrying out these activities, social networking sites will be linked. So it will share to their Facebook and Twitter walls " X is learning how to drink Tea like a Brit! @TedBaker"
Web/App simply campaign plus british imagery. - The campaign will almost open up once buying an item, up until then it's all pretty sleek and doesn't give much away. The site will have lookbooks, the same british imagery used on billboards, buildings etc, but once entering the code the How To Be British page will unlock, which is where the fun and sharing element is.
Maybe make british imagery somehow showcase a bit of clothes too, otherwise randomly going through British imagery could be a bit directionless and a bit too subconcious advertising maybe.
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