Escada Perfume - New Name La convocatoria ha terminado
eYeka Express

Name the new ESCADA perfume!

Comienzo 22 de septiembre de 2016 Fin 26 de septiembre de 2016 23:59 UTC Deliberación Resultados noviembre de 2016
Comienzo
22 de septiembre de 2016
Fin
26 de septiembre de 2016 23:59 UTC
Resultados
noviembre de 2016
Brief

Contexto

What is happiness? How does one achieve it? Many think it’s about accumulating things & reaching milestones, but ESCADA believes happiness comes from positive choices, the richness of new discoveries & unexpected experiences. In short, ESCADA believes that happiness lies within each one of us, and it’s up to each woman to seize it, live it, and appreciate it. Happiness is the ultimate reward.

Women in their early 30s, more than women in their 20s, understand they are in the driving seat to their own good fortune and happiness. They are full of complexity, contradictions and richness, and yearn to thrive through it all. It’s a time when women lead a socially rich life, despite peak levels of stress from work & family. They are seductive and confident, yet they feel age creeping in. They have adult-sized responsibilities, but still crave adventures, fun, and me-time.

Can you help ESCADA find the right name for this new perfume which aims to create a cultural impact among 30 year-old women in their quest for a new, more modern take on personal happiness, from inside?

Desafío Creativo

Surprise us with a name that has the potential to become a motto for women to create their own happiness.

ESCADA has written a Manifesto. Your name must represent this philosophy. Don’t worry about word-smithing … it’s the meaning that counts.

“State of mind is a choice,

positive is a perspective.

The way you look at life

Is everything.

Be a woman of wonder;

Awaken your senses and your spirit,

Making the most of every fortunate moment.

Smile at the world,

See her smile back.

When luck meets happiness,

It’s _____ ”

ESCADA doesn’t want a name like “Happiness”, “Bliss,” “Optimism”, “Smile” or “Freedom”. These names are déjà vu, they fall flat among an international audience, are common in the perfume category, and can’t be trade-marked. Specifically, ESCADA is looking for a new style or unexpected form for the new name.

Think about using an acronym or a short-cut that is easily pronounceable, intelligible, and that turns heads among Europeans. An example of acronym could be “YOLO (You Only Live Once)” that becomes a motto to live by. An example of a short-cut would be GRL PWR. It is more arresting & distinctive than the plain English version, Girl Power, yet intelligible.

Ideally, your proposed name is culturally disruptive for the perfume category, without compromising key category expectations of luxury & sensuality. Just like women in their 30s, ESCADA appreciates complexity, contradictions and richness. However, be mindful that the perfume bottle is small, so the name must be short in length.

Please move away from names that are linked to the scent. In fact, what you might assume are flower petals on the pack design, are in fact Chinese lanterns symbolizing uplifting moments when luck happens, that leads to happiness. It doesn’t mean the scent is flowery.

ESCADA is a German brand that is sold internationally, so a French or Italian sounding name wouldn’t be coherent with its brand identity.

In one page, tell us the name you propose, its meaning and why you think it reflects the idea of “Happiness has to come from you”.

Consejos

Te damos estos ejemplos para que te hagas una idea de lo que espera el cliente. Por favor, no lo uses en tu presentación, de lo contrario, será rechazada.

A good example could be “GLUCK” which could stand for “good luck” in English, and / or “Glück”, which means “luck” in German. (ESCADA’s biggest market). It’s easy to understand and it conveys a positive message. Another good example could be “H&H” which means that Happiness is in your Heart - you just have to realize that and look for it.

A bad example could be “Happiness” or “Luck” for reasons mentioned above.

Another bad idea is when an acronym looks like a real word. In this case, people will simply read the word, and miss the acronym totally. For example: RICH for Realising I Create Happiness.

Premios

Premio del Jurado

  • #1 Premio 1.500 €
  • #2 Premio 600 €
  • #3 Premio 400 €

Formato

One-page PDF

Criterios de Selección

ESCADA is looking for a name that doubles as a motto, and has the potential to create a cultural impact among 30 year old women. The name should fit with a sophisticated premium perfume and the manifesto. It can’t be too long or complicated.

Pautas

Pautas para esta convocatoria

  • Entries should be derived from English, even if the name (acronym or short cut) isn’t a real English word.
  • Be true to the ESCADA brand. It communicates the mindset of being happy, being bold and values travel, luck and love.
  • If you have more than one good idea, please submit them separately.
  • Each participant will be limited to 3 entries.
  • El número máximo de creaciones que se pueden cargar por participante es: 3
  • Las autorizaciones y licencias para utilizar elementos protegidos (incluso música, fotos…) deben incluir al menos: (i) el derecho de incorporar los elementos protegidos en nuevos trabajos que se derivan o que son basadas en estos elementos, (ii) el derecho de utilizarlos con fines comerciales y (iii) el derecho de utilizarlos en la Internet. Debes poder proporcionarnos una prueba escrita des estas autorizaciones y licencias en cualquier momento.

Pautas estándares de eYeka

  • No muestres ningún dato personal en la presentación (nombre, número telefónico, dirección de e-mail, etc.)
  • Mantén una versión de alta calidad en tu creación para ser utilizada en caso de ser seleccionado ganador.
  • Tu presentación debe ser tu propia creación para ser considerada en la convocatoria.
  • Debes obtener una autorización escrita de cada uno de los autores y actores que hayan participado en el vídeo.
  • Si has utilizado obras (música, fotografías, diseños, etc.) de otros autores, indica en la descripción del medio utilizado si la música y/o las imágenes empleadas son de tu propia creación e incluye enlaces a la licencia que te otorgue los derechos de uso de dicha música o imágenes.
  • eYeka te pedirá que proveas pruebas escritas o una copia de todos los documentos escritos confirmando la autorización a eYeka y a sus clientes para utilizar los medios según los términos de las Reglas del concurso.
  • Cualquier presentación que no cumpla con estas regulaciones no será considerada para el concurso.