Contexta: You make the shoe
With a new brand identity created by Contexta, Vögele Shoes celebrates personal style and the joy of wearing truly great, stylish shoes.
Working closely with Vögele Shoes management and the Board of Directors, the new lead agency Contexta developed the brand strategy with a sharpened positioning and focus on the intended target customer, as CEO Max Vögele explains: "As the Vögele Shoes brand, we have a very special mission: we don't just sell really good, stylish shoes. We do everything we can to make women feel good and completely themselves in their shoes." According to Nadine Borter, Managing Director and owner of Contexta, the comprehensive analyses and market research have shown what really moves women: not primarily fashion or fashion, nor the shoes themselves as the object of desire. "What is more relevant is individual style as an expression of one's own personality. Swiss women have their own personal style. Every single one of them. And we want to stage that in a modern, fashionable and likeable way and express it with the new claim: You make the shoe."
The core of the campaign is formed by four TV spots, which were realized with Stories and director Hanna Maria Heidrich. Each of the spots portrays a protagonist whose life, idiosyncrasies and clothing style are described with many subtle details. This makes Marlen, Viola, Nicole and Anna special characters in whom one quickly finds oneself. We don't see flawless beauties, but women in whose faces life has left its natural traces. And the shoes from Vögele Shoes are staged just as naturally and naturally at the end of the films.
In addition to the four TV commercials as lead media, the new brand presence also includes print implementations, various online measures, different POS stagings, and multi-stage sales campaigns. In order to consistently implement the new brand strategy, the online presence as well as the store and consulting concept will be redesigned as further development steps. The first work on this will be seen later this year.
Responsible at Vögele Shoes: Max Manuel Vögele (CEO), Adrian Grossholz (CCO), Marco Greco (Head of Marketing Communications). Production: Stories; directed by Hanna Maria Heidrich, Hamburg. Media: Mediaplus, Bern.
