‘We want …’ DEICHMANN, Europe’s #1 love brand for shoes, presents a fresh multichannel brand campaign on GoSee News
DEICHMANN wants everyone to be able to afford good shoes. A vision the company is now manifesting in its communication mix to kick off the year – a multichannel brand campaign with powerful imagery. After a strong launch in spring, the campaign will be a fixed part of the communication strategy – to bolster DEICHMANN’s position as Europe’s #1 love brand when it comes to shoes.
Production of the new image campaign is of the usual high quality with a strong focus on fresh ideas and humor. The recurring “We want …,” phrase not only demonstrates DEICHMANN’s confidence, but also the company’s profound understanding of what customers expect and demand from a modern brand. The creative concept complements the marketing plan for the regular seasonal campaigns and promotions, and it adds new emotional appeal to the claim “Because We Love Shoes”.
Responsible once again for creation was Jung von Matt Hamburg. Andreas Conze, Senior Head of Marketing, and Marcel Nawrath, Head of Global Creation & Brand Management, were responsible for creative direction at DEICHMANN. Production was in the hands of Tempomedia with Executive Producer Vera Portz. Nadia Marquard Otzen directed, Mathieu Plainfossé was DOP, Janine Sametzky c/o WILDFOX RUNNING was in charge of photography, and responsible for styling were Lorena Maza (International Fashion Stylist) with Michael Cooper (Stylist). The hair & makeup artist was Neveen Scello.
“The DEICHMANN brand has stayed in tune with the times as a dependable partner to people from all walks of life. We want to express this with a fresh, stylish and confident campaign that is destined to be a talking point. It’s a testimonial to everyone who already enjoys shopping at our stores, but above all, it engages with people who have drifted away or don’t have us on their radar yet,” Sabine Zantis, CMO at DEICHMANN, explains.
With a wide variety of brands, the latest trends, modern stores, online shops and, last but not least, unbeatable prices, DEICHMANN aims to offer the best all-round shoe range for all target demographics. Every campaign touchpoint conveys DEICHMANN’s approachability: “We understand your needs and we’re there for you – whatever your shoe situation”. There are 30” and 20” TV commercials, an online video and social media content in various formats, out-of-home motifs, POS elements and supporting PR in all of DEICHMANN’s European markets.
“With this campaign, we’re also kicking off our first-ever DOOH campaign, celebrating the lifestyle of our target audiences in powerful fashion visuals. While, at the same time, underpinning our brand claim with a tongue-in-cheek narrative to simply offer everyone the perfect shoe at the best price possible. Whether they’re 18 or 81, a father or fashionista,” says Andreas Conze, Senior Head of Marketing at DEICHMANN.
GoSee : gosee.de/fashion
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