DEICHMANN
No es fácil decir Deichmann
Can you create the latest fashion trend and become a value-for-money brand at the same time? Deichmann proves that you can definitely achieve this with a top production, a fresh and fun tone, and a touch of humour.
Project Scope
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Objective
To position the brand with a focus on value for money in a remarkable and interesting way, and, above all, while still being a trendy brand.
Idea
After the first campaigns with Deichmann, the brand went from being practically an unknown player in Spain to being associated with positive attributes in the world of fashion and to connect with local consumers like no other brand would, up to a point of achieving the highest levels of memorability and purchase intent. But we also learned a few lessons during the preliminary work phase. First, the tone used to focus on fashion made people perceive the brand as more expensive, even though its value proposition was based on value for money, meaning it was necessary to make value for money more evident in the message. But there was a risk: creating a message that was perhaps too rational, that moved the brand away from the realm of fashion, turning it into a boring and irrelevant brand. The second learning lesson was that the brand was given an identity, but we needed to highlight the assets to make if more recognisable, making it different.
First, we took this into account to maintain the insight from the last campaigns, "When you make the right purchase, you feel good", which linked the functional benefit of the price to the emotion, but expressed in a more direct way. Second, to shift from an aspirational tone to a mainstream cool tone, so that the connotations wouldn’t be associated with high prices. And, finally, to use light humour and emphasise music to create a distinctive tone.
That is when we started to work on the creative proposal and we noticed something very important: when you make good decisions you feel proud, and Spaniards love to explain that they've made the right purchase. When someone asks us about our shoes, the first thing we say is: "These were just €X a pair!". "Are you kidding me? Where from?" is the first thing we will hear in response. That's when things start to complicate. First of all… How do you pronounce "Deichmann"?
That's how "It's not easy to pronounce Deichmann" was born, a campaign in which we talked about prices and about the feeling of making the right purchase, but focusing on this cultural insight to make it more interesting, different and memorable.
Implementation
We created a spot in which a host would describe the euphoric sensation of making the right purchase with a fresh and optimistic background music. Different characters would appear, who were proudly wearing their new shoes. However, many found it difficult to pronounce the name of the store where they bought them. Different versions of the spot were created to adapt to the different media and targets.
In addition, we created a campaign with graphical outdoor content and for POS, to proudly speak about the purchases made, playing with the acting and the camera's perspective. The characters would show their shoes with pride in a close-up, while showing how they combine them with their outfits.
Results
The campaign had a huge impact during the first and following weeks. This was one of the campaigns that most people remembered this year, which allowed Deichmann to recover its position, multiplying by three the perception of a being a brand offering good value for money. Moreover, the number of people who answered the survey mentioning that they had purchased something in the last 6 months was twice as much on the month after launching the campaign.
Credits
Deichmann
2024
Footwear & fashion
Agency Team
Uri Fernández
Nacho Hernández
Josep Cabot
Eren Saracevic
Libe Amunarriz
Helena Grau
Carla Torredemer
Nora Viaplana
Rubens Pérez
Sergi Silvestre, Sigfrid Mariné
Luis Conde
Natalia Carranza
Clients
Javier Suárez Ordoño
Núria Prieto
Marta López
Anna Rodriguez
Partners
Smile
XOXO
Cristina Español
Alejandro Castillo
Lucas Casanovas
Pablo Curto
Elena Stombergaite
Dear Fucking Love
Ahida Agirre
Lluis Murua
David Castañón
Only Postproduction
Diego Cárcoba
Chaco Music House
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