Deichmann, Europe’s largest shoe retailer sought to enhance its brand foothold in the UK, addressing perceptions of being characterless and low-end. The campaign focused on three unique selling points: 1. extensive product range (something for everyone), 2. ‘self-select’ concept (less staff so better value), and price guarantee on branded trainers.
To appeal to the UK audience, we delved into consumer behavior insights, understanding how men shop - for ease, how children influence their parents - shopping by brand and the desire for choice - ability to buy for multiple occasions in one visit. Recognising the styles and occasions women seek, we created concise TV and social media campaigns highlighting Deichmann’s USPs and added meaning and value to make them more appealling to UK shoppers. The focus was on making the USPs beneficial to consumers, as clarity helps drives purchasing decisions.
Deliverables
- Consumer research - Strategy & messaging - Video production - Social media
Results
A series of short video ads, one for each brand USP and one ad for a combination of all three. Resulting in high views, engagement and an increase in online orders with an increase in retail traffic.
Work ↓
Mark Cunningham
Deichmann
"Curious Agencys ideas, communication and execution of the final product were great and I wouldn’t hesitate to use again."
