A fairytale like debut for Stiefelkönig
increase in sales during the first year of the campaign
Reposition Stiefelkönig, increase sales
Stiefelkönig had become outdated. The brand had no independent presence and customers stayed away. We were to give the brand a new independent face, to regenerate it emotionally and thus provide more frequency, more sales and stronger customer loyalty. Furthermore with a much smaller budget than previously.
We narrated fairytales anew – with a fairytale like Key Visual
Every woman sometimes feels like a princess. For this we told the perfect tale: Fairy tales reinterpreted: The women of today no longer fears the evil Wolf – instead she leads the tamed little wolves on a leash. The Key Visual: A fairy tale mirror, which was derived from the Stiefelkönig’s logo. The claim: The most beautiful shoes in the country.