Deichmann – Celebration of quality

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build sustained sales growth.
  

Deichmann – Celebration of quality

Campaign Title: Celebration of QualityAgency Name: Grey Worldwide DüsseldorfClient Name: Heinrich Deichmann Schuhe GmbH & Co. KGBrand Name: DeichmannCategory: Consumer goods

SUMMARY

Deichmann's new communications strategy for 2005/06 helped to build its quality credentials still further and sustained sales growth. The 'Celebration of Quality' campaign succeeded in making quality relevant to four disparate audiences using very different shoe ranges (some new, some existing) without fragmenting the brand or losing its value credentials. It did this in a market apparently obsessed with price. As a...

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