Ellie Goulding launched her first ever shoe collection with Europe’s biggest shoe retailer, DEICHMANN shoes. The campaign officially launched on February 28th with a VIP event at MC Motors in Stoke Newington, in front of press, celebrities and models, with an acoustic set from Ellie, a live runway curated by Marvin A Smith and a showcase of the official collection images shot by Louie Banks.
Deichmann’s underlining objective was to reach a new European audience with an exciting Spring Summer shoe collection which resonated amongst Ellie’s fans, felt authentic to the singer and allowed Deichmann to have a wider conversation with the consumers outside of a traditional sales campaign.
Globe and Universal Germany worked together to negotiate and manage the relationship between Ellie Goulding and Deichmann: from developing the initial shoe collection, bringing in Ellie’s favourite collaborators to deliver the ATL campaign assets, and working collaboratively with Deichmann’s PR and social agencies to deliver a successful European launch for Ellie and Deichmann alike.
The TVC, shot by Emil Nava forms part of Deichmann’s Spring Summer ATL campaign which has now launched across over 20 markets and runs across TV, cinema, print, radio, outdoor, digital and POS in over 12 different languages, and the PR launch delivered a reach of over 338 million impressions across TV, print and online.
The campaign was renewed for AW17 with a brand new collection and a shiny new advert to promote the new range.
"For me, shoes are an indication of what mood you are in. Launching a collection of my own gives me the opportunity to express my style. My collection includes shoes for any occasion – I really can’t decide if I like wearing heels or flats better – I am constantly changing it up ", says Ellie Goulding