Art of living case study

MÅL:

bygge ny merke, som skal selge møbler og design fra Polen og Italia i Norge og skal ha potensjall å bli kjedde

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Concept of the brand

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• the best of design from Italy and Poland brought to Norway • top quality products in reasonable prices • experience – engaging ac?vi?es which inspire, are smart and out of the box • personalized service

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Norwegian market and our response

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Norwegian customers’ insights:

„There is no wide choice when it comes to furniture.”

„We want to try something new.”

„We like comfort.”

„We are looking for good price, special offers, but are willing to pay more for good quality.”

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Art of Living offer:

KLER – communicated as top quality, comfortable furniture in good prices

CALLIGARIS – communicated as top italian design furniture, modern solu?on for your home, smart, shick 7

Scandinavian design

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Italian design

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Our target group

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Ivar, 56 og MariH, 52, Eidsvoll Lawyer and doctor

„We can afford the best. We grew old – now it’s ?me to have fun and celebrate life J”

Ola and Helge, Lillehammer, parents of Gunnar and Leif

„Nice, healthy, safe home. Full of colours and forms that inspire and we can play with. Parents and kids are not so different a[erall... J”

Marike, 27, freshly graduated poli?cal studies student from Hamar

„I like to feel bound with items I have at home. I love my home. It shows who I am.”

Gunnar, 30, & Else, 24, architects from Oslo

„We travel a lot. World is inspira?on for us. Italy was unforge^able experience. We are happy to bring part of it to our home and to our clients.”

Frode, 25, student of technical studies from Oslo

„I love smart things around me.”

STRATEGIC LINE

.... (we are in the process of finding our own, unique posi?oning)

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MarkeSng and communicaSon acSviSes

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1. CSR (corporate social responsibility) marke?ng & PR ac?vi?es

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Coopera?on with local school

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Workshops for kids

School dona?on – product placement

Workshops for customers

Art of making coffee 1st mee@ng topic: COFFEE -­‐ workshops with bartenders.

Art of cooking 2nd mee@ng topic: COOKING -­‐ workshops with chefs.

Art of decora1ng 3rd mee@ng topic: DESIGN -­‐ workshops with interior designers.

Art exhibi?ons & promo?on of local ar?sts

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Are Simensen, photographer and his works as part of official Perfect Store opening

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Sofa Talks by Art of Living

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"SOFA TALKS" Media format – interviews with great business, art, design, poli?cal personali?es from Brumunddal/Ringsaker/Hedmark/Norway.

Coopera?on with local media (radio, press) recording and airing the interviews signed by: Art of Living Brumunddal.

Contest for designers

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crea?ng CSR campaign, with real value for community and our poten?al customers allowed us to create a real outdoor channel in a place where outdoor does not exist!

see next pages...

&+++,-./01.23,4.

Design Contest Ulotka A6.indd 1

27/02/2014 10:55

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h^p://issuu.com/rafos/docs/dc_communica?on_overview_0f21e2c102558f  50 Â

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Italian weeks

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Italian weeks

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Italian weeks

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Coopera?on with city authori?es on city ac?vi?es – Brumunddal City Fest 2015

We have rearranged the way of thinking about biggest city fest – BYFEST. Instead of people gathering on the marked, this year edi?on wil be a WALK around the city.

Therefore our store will be on the map and people will get acquainted with its placing on the city map.

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Open air gym ini?ated by Art of Living

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Ini?ated by Art of Living -­‐ outdoor space for permanent adver?sement

Sponsored by Art of Living -­‐ outdoor space for permanent adver?sement

2. Building bridges, finding partners

We established coopera?on with brands targeted to the same level of customers. To build joint communica?on.

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LILLEHAMMER SPA

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MJØSEN GOLFKLUBB

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RINGSAKER OPERA FRIENDS ORGANISATION

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3. Internet sales & Social media adver?sement

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FINN (norwegian EBAY) sales ne^bu?kk

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Sponsored ads on facebook

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Sponsored ads on facebook

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Sponsored ads on facebook

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Sponsored ads on facebook

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Sponsored ads on facebook

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FB webpage with constantly growing LIKES

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B2B communicaSon

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Art of Living & Quality Partners

Quality Partners -­‐ plarorm widens the target group and channels

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We have created a plarorm of coopera?on between companies involved in the whole building process.

Quality Partners – from ground to home...

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Design Bygg – design studio and reseller av Urbanhus modern architecture houses

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Rafos – building company

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Rørservice Innlandet – plumbing company

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Arne Hansen Installasjon – electroinstalla?ons

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Art of Living Concept House – complete furnishing and interior advisory

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Thank you

pprojekt@gmail.com www.aolhouse.no

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