What are the key considerations for marketing to luxury consumers online? How did Imagination apply them for Christies?

1. Christie’ Post W & Contem
s ar porary Art Sale
Digital experience

2. Contents
— Introduction
— Objectives
— Project scope
— Technical specifications
— Timeline

3. Introduction
— Christie’ NewYork Spring Post-W and Contem
s ar porary
Art sales in 2008 offered a spectacular series of lots
— Including an extraordinary grouping of Abstract
Expressionist paintings –
— A Rothko, a Sam Francis and a Gottlieb
— A series of unique artworks from the eighties –including
works by Jeff Koons and Richard Prince
— A“
Double Brando” W
by arhol
— The Kauffm house designed by Neutra, an
an
architectural landm of the Post-W period
ark ar

4. Objectives
Im agination w invited to deliver a digital experience that
as
w ould highlight this unique opportunity, generate excitem ent
around the three sales and highlight in the process Christie’s
m arket leadership.
— To raise aw areness of the exciting lots featured in the
three sales
— To help build m entum in order to clinch the sale of
om
m exciting w
ore orks of art for these auctions
— To enhance the perception of Christie’ as the m
s arket
leader in these three periods

5. Key considerations
The luxury consum online
er
— 42% of luxury buyers cite the internet as one of their three
prim sources
ary
— M luxury consum cite the Internet as a top-three source
ore ers
of information than cite stores or magazines
— M any are experienced net users –banking, share-dealing,
shopping and com unicating online. In 2000 53% of the
m
affluent audience w online versus 43% of general
ere
population.*
— Expect high-quality, high-value, usable content experiences
* Forrester, The Millionaire Online 2001,
Social Computing Strategies for Luxury Brands 2009

6. Key considerations
Brands
Brands do not define luxury, but many luxury consum look to the
ers
brand and the brand’ reputation as a signal of quality.*
s
* The Conference Board,The Global Luxury Market

7. Key considerations
Brands
Personal brand
“Luxury is highly personal and something the individual interprets and
judges for him or herself.”
*
Christies brand
— Expert, authorative
— Sophisticated
— Innovative and dynamic

8. Key considerations
The Art
Investments, yes, but also passion pieces.
Value of art is about the combination of excellence and emotion.

9. Strategy
Deliver content rich, user-focused experience
Enhance the personal brand of the interested visitor.
Complem not cannibalise Christie’ brand.
ent s
The art is the hero, not our design. Create an emotional context
around them .

10. Project Scope
Animation
— Design and build of a one m inute flash anim ation that brings to life the
key highlights of the sale in a dynam and com
ic pelling m anner. This
anim ation w used on christies.com as w as on a dedicated m
as ell icro-
site and other in-house channels, such as TV m onitors.
It w also be dissem
as inated to visitors of Christie’ offices around the
s
w orld using Bluetooth and other technologies.
Com ponents of this anim ation (e.g. any logo treatments) w also be
ere
leveraged for opportunities around subsequent PW -CA sales or sales
for other departm ents.

11. Project Scope
Microsite
— Design and build of an elegant m icro-site, developing a unique
experience that w eaved together the m any different aspects of the
sale and the rich content already available, to build a compelling,
integrated story.
— Applied the design developed to a series of ancillary com unication
m
pieces such as em tem
ail plates and event invitations.

12. Project Scope
Microsite
— Build and delivery: 02/29 04/09
— Site live: 04/09

13. Thank-you