TASK
Make a German shoe brand more approachable for Polish consumers with a local pop star Margaret. Introduce the new shoe collection through TVC, digital and OOH.
IDEA
Let’s show Margaret as a „girl-next-door” – celebrity, but not distancing. Deichmann shoes accompany her crazy life – keeping her beat.
TVC 30″ Because they keep my beat
The film was introducing the ambassador- making a link between a brand and Margaret. Showing the shoes as integral elements of the star’s exciting life.
DIGITAL ACTIVATION
Help Margaret choose shoes to the specific outfit and win a ticket to her private concert. The contest was held on landing page and Instagram.
Users chose the most fitting shoes to the outfit, wrote why they fit the best, filled contact form and sent the answers to us. The activation was introduced in the three 15″ videos shown in TV and online, each for different season period.
SEPTEMBER
SEPTEMBER / OCTOBER
OCTOBER
For each season there was a different outfit and three different pairs of shoes users could choose from.
For Instagram we used grid format to show bigger pictures.
The activation was also promoted throughout display and rich media formats.
OOH AND PROMO MATERIALS
