Pop Media Project: David Archuleta as Newest Endorser for Bench
Producer:
Ben Chan
Product:
Bench Fix
Location:
Philippines
Star Value Query #1: How much star value does the endorsement of David Archuleta add to the clothing brand Bench in the Philippine market/in the global market?
Star Value Analysis (Teaser / Basic): Brand is bigger than Endorser in the Local Market (Philippines) but Endorser Solidifies Brand Image and Status
Bench, true to its stature as the most star-studded clothing and lifestyle brand in the Philippines today, has beaten/surprised competition and the market when it earlier announced that it has acquired a new endorser-
American Idol runner-up David Archuleta.
On the
global scene, the endorser, David Archuleta is a certified
Rising Star.
Also on the
global scene, the endorsee, Bench is aggressively marketing itself to be a Rising Star in the clothing & lifestyle business. It is building itself up from its core overseas Filipino patrons and is reaching to capture the much wider and more lucrative young, global market, thus its growing list of internationally recognized endorsers.
Based on our patented "Star Value System", the company's most high profile international endorser remains to be the Grammy-winner Bruno Mars. Still, the former American Idol runner-up should come as a helpful endorser for Bench in its further foray to the cut-throat world of global lifestyle branding.
On the
local (Philippines) scene, however,
the endorser, David Archuleta enjoys a higher star value level- that of a
Seasoned Star (Music / Television)... (the rest of the analysis is private and confidential. For the rate of on full analysis and other inquiries, email superstarvalue@yahoo.com)
"...We were quite surprised when we realized that David Archuleta, based on the poster, is actually endorsing the salon product arm of Bench..."
Star Value Rating (local / Philippines): 2.5625 Star Value points
: Ad Campaign (National)
Event:
David Archuleta Meet and Greet with Fans as Newest Endorser for BenchDate: February 18, 2012
Location: SM Megamall
Star Value Query #2: How effective was the meet & greet event of David Archuleta for Bench (SM Megamall branch)?
Star Value Rating: 1.75 Star Value points
ad/in store campaign
Star Value Analysis (Teaser / Basic) : Fans get their MOST INTIMATE encounter with David Archuleta but store fails to maximize sales potential.
Incognito, we joined the crowd that witnessed the meet & greet event of David Archuleta for Bench (SM Megamall). On the positive side, it was decidedly more intimate than the other public appearances of David that definitely delighted his Filipino fans who stood there for about two (2) hours to get a glimpse of the young singer. Kudos should go to the security group and the organizers for successfully managing the crowd.
On the negative side, the marketing group appears to have not fully maximized the scheduled appearance of the star as access tickets are still being sold minutes before his arrival. Given the reported hush-hush schedule of David Archuleta, it would have helped the store to produce a much bigger poster than what they had, announcing the star's arrival and the purchasing requirement for fans to secure prior to the event.
Days earlier, the OPM album pre-launch of the same star appears to have done a better marketing job.
