THE PROBLEM
One of Europe’s longest established comfort
shoe manufacturers, Joseph Seibel’s operations
were centralised from its head office in Germany.
This meant the brand suffered pan-European
communications that simply didn’t have
empathy with the UK customer.
HOW ‘BUILDING BRILLIANT’ SOLVED THE PROBLEM
Instead of comfort, we led with the idea of fashion
and style. We focussed on a brand idea and belief,
rather than a product, which created a new expression
for Joseph Seibel in the UK. It became a benchmark
in the brand and convinced Germany to seed greater
power to our UK based client.
THE RESULT
We gave our client the tools needed to win the
argument for greater autonomy. It helped
increase UK turnover by 48%. This new brand
expression proved so attractive it was snapped
up and used by other Seibel marketing
operations in Europe, Asia, Canada and the US.
CAMPAIGN ACTIVITY
Retail point of sale
Sales promotion
Consumer press and online advertising
Trade press advertising
Web design
Trade support materials