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News // 4 News by Deichmann SE

featured by GoSee FASHION : ‘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.
 
06.02.2024 show complete article

 

featured by GoSee FASHION : DEICHMANN campaign ‘Love the Shoe. Love the Price’ – combines storytelling with fashion, staged with a modern signature by Jung von Matt SAGA

The new shoes of the latest DEICHMANN collection are an absolute must-have – and they feature in the confident storyline of a new fashion campaign entitledLove the Shoe. Love the Price’.

Have you ever seen a pair of shoes and thought to yourself: “I just have to have them!”? That’s the narrative of the new fashion campaign by DEICHMANN and Jung von Matt. It’s about an irresistible urge: some shoe fans would love to just tear them off their owner’s feet. Good thing the shoe models from DEICHMANN arouse precisely this kind of desire – but sold at such attractive prices that there’s really no need to resort to desperate measures at all… so, yeah: ‘Love the Shoe. Love the Price’.

The multifaceted campaign is interwoven with humorous elements, portraying women who can’t help but immediately want to own the object of their desire as soon as they see the trendiest Fall/Winter shoe styles – by any means possible, however unconventional they may be! It was directed by Ace Norton c/o Represent Film, and the cast in front of the camera was made up of shoe aficionado Denise Adamo and Eleanor Griffiths wearing the shoes.

“We are excited to be working with JvM SAGA, and we love their bold, enthralling and surprising signature. We believe that powerful storytelling and a viable concept that packs a penetrative punch across all touchpoints will give the DEICHMANN brand the necessary visibility in this fiercely competitive market where making a big splash is crucial,” says Sabine Zantis, Chief Marketing Officer at DEICHMANN.




“Repositioning Europe’s No. 1 shoe retailer DEICHMANN strategically in order to win over new, younger and more fashion-savvy target groups is a wonderful challenge!,” says Dörte Spengler-Ahrens, Chief Creative Officer at JvM SAGA.

The first two campaigns of the product categories sneakers and combat boots are now appearing on TV, at the POS and across all social media channels. They consist of 30- and 20-second TVCs and cut downs, individual online and social media formats, POS assets and display banners.

Responsible at Jung von Matt : Dörte Spengler-Ahrens, Andreas Hilbig, Stephan Giest, Michael Wilde, Hannes Rath, Philipp Schättler, Anne-Marie Brandner, Franziska Krüger, Oscar Engelhardt, Jonas Lenger, Winfried Scheller, Martin Stöpel, Luca Schöbi, Lena Conze, Jakob Cassebaum, Dennis Wendt, Viktoria Dettke, and Katja Zyrull. Responsible at DEICHMANN: Sabine Zantis, Andreas Conze, Marcel Nawrath, Lukas Kaiser, Dennis Falk, Philip Burghaus, Olivia Simon, and Lea Penschek.

Jung von Matt is the most successful agency group in the German-speaking region when it comes to the awards it has received for both creativity and efficiency. DEICHMANN SE is the market leader in the area of European shoe retail and is active in 31 countries.
05.09.2022 show complete article