The Challenge
Reimagine the creative for Deichmann’s yearly back-to-school campaign in an original way. Promote their Buy One Get One Half Price offer on all schools shoes, while building brand awareness for own-brand and reminding consumers about their affordable, big name lines. The campaign needed to cut through the August-September noise in this category with a 30” and 10” TVC and social-first executions for Youtube and paid social.
The Idea
Insights revealed that many parents dread the back-to-school shoe shop. It’s stressful, noisy, busy and takes far too long. Using relatable scenarios to help with brand salience, we wanted to drive an emotional response from parents as we showed them that back-to-school shopping at Deichmann was easy.
The Execution
In our TVC ad, Taking One for the Team, our father-daughter shopping team breezed through their back-to-school shopping trip, all thanks to Deichmann. Having a charming bonding experience and fun day out together - despite what mum was led to believe. The light-hearted ad was highly relatable to stressed-out parents and showcased Deichmann’s quick and accessible store layout, fantastic Buy One Get One Half Price offer and branded shoes range. In our social executions, we again related to parents on an emotional level by recognising that life with young children isn’t always ‘Instagram goals’. Usually far from it! We showed Instagram V’s reality reels of kids in stylish Deichmann school shoes. These helped to portray Deichmann school shoes as comfortable and child-proof, as well as great value for money.
The Results
Awareness for Deichmann nationally was up +12.1% and LFL sales were up 12.8%.
