Deichmann

Pisando el cielo

You don’t conquer a market on impressions alone. To connect with consumers, it’s essential to understand their local culture and to know how to translate the brand’s value proposition into their language. That’s what we did for Deichmann.

Project Scope

Strategy

  • Brand Strategy
  • Communication Strategy

Creativity

  • Creative Conceptualisation
  • Copywriting
  • Art Direction

Production

  • Audiovisual and musical

Media

  • Paid Media Strategy
  • Media Activation

Data

  • Results Measurement

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Objective

To increase awareness of Deichmann among the Spanish public.

Idea

The German brand Deichmann is the leader in footwear distribution in Europe, but in our country awareness of the brand was far from what it was in its native country. Its value proposition, based on quality, reasonable pricing, variety and fashion for everyone, was relevant to Spanish consumers, but their way of transmitting these values hadn’t connected with the national spirit. We needed to explain it in a more emotional and experiential way.

With this objective in mind, we reinforced the emotional benefit: the ability to live enriching experiences thanks to the democratisation of quality footwear, and we verbalised this concept with a new claim for the Spanish market, “Mucho por andar”. But for the brand’s first local campaign we needed to consolidate the bridge connecting value for money with enjoyment, resulting in “Pisar el Cielo”, an idea that captures the feeling of euphoria we feel when we buy something of great quality at a reasonable price.

Implementation

There’s a language capable of communicating that euphoria clearly and simply: music. That's why we decided to create an original song and produce a music video where footwear was the protagonist through dance. The person in charge of adding the voice and the rhythm was Operación Triunfo winner Nia Correia, who brought in all the freshness, good vibes and enthusiasm that the campaign required.

This item marked the beginning of the entire campaign, but we didn’t stop there. We defined an Ad Experience with a large number of items that revealed what “buying well” actually means for different consumer segments.

Dissemination and monitoring strategy

Our obsession is not just to reach audiences, but to do so in a way that truly connects with them. That’s why we defined a media mix that guaranteed optimal coverage and frequencies while considering the quality impact in each phase and for each target. In this way, traditional media such as television, radio, the press or outdoors helped us explain the brand while digital media helped us offer a richer and more relevant experience for each segment, through messages adapted to their specific interests. This was the only way we could turn Deichmann into a brand of reference “for the many”.

To evaluate the development of the campaign in real time, we implemented our own analytical model that offered us an omnichannel vision (Digital, TV, Radio, DOOH, etc.) and that collected and visually reflected the results of KPIs of awareness and connection, allowing us to optimise the campaign while it was active and obtain better results.

Results

Complete views

Positive sentiment

Increase in consumer engagement

Increase in purchase intention

We impacted 96% of the target audience an average of 48 times (3.4 times per week), with over 42M complete digital views and 83% TV coverage and generating a decidedly positive sentiment (57% positive sentiment in Social Listening).

The campaign allowed us to improve ad recall by 105% compared to the average recall achieved in the 2017 to 2021 campaigns, according to Kantar’s post-campaign tests. We also improved engagement by 23% and purchase intention by 46% compared to the average recall achieved in the 2017 to 2021 campaigns, again according to Kantar’s post-campaign tests.

Credits

Client

Deichmann

Year

2021

Sector

Distribution

Agency Staff

Executive Creative Director

Uri Fernández

Creative Director

Nacho Hernández

Creative Editor

Fran Paz

Head of Art

Eren Saracevic

Art Director

Lluis Maronda

Art Director

Núria Pujol

Director of Client Services

Helena Grau

Account Director

Belén Moreno

Account Executive

Carla Torredemer

Executive Producer

Rubens Pérez

Producer

Sergi Silvestre

Director of Strategy

Luis Conde

Planner

Natalia Carranza

Media Director

Malena Costa

Planner & Programmatic Trader

Lesly Larez

Director of Analytics

Martí Ibarz

Analyst

Arnau Sandalinas

Data Specialist

Max Loizu

Partners

Production Company

Primo

Director

Pablo Maestres

Executive Producer

Pablo García Acón

Producer

Vicky Piantini

DOP

Román Martínez de Bujo

Choreographer

Guillermo Vidal-Ribas

Art Director

Jota

Stylist

Bea Domínguez

Editor

Arnald Viladomat

Colourist

Lita Bosch

Post Production

Only Postproduction

Composer

Dani Trujillo

Musical Supervision

Lourdes Hernández (Plusmusic)

Client

CEO

Javier Suárez Ordoño

Head of Marketing and Digital Department

Núria Prieto

Marketing and Communication Department

Mireia Aguado

Marketing and Communication Department

Marta López

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