Campaign for German shoe company
This is how a good relationship with the client led to better and more ambitious advertising over one year.
The work increased the reputation of Rieker and BLAC agency.
Rieker is a German shoe company stuck in the comfortable/sensible category appealing to older women. They even have chiropody booths in their shops. So that was our starting point.
We took the client from thinking small and tactically to thinking beyond retail and more ambitiously about Reiker as a fashion brand.
When you see their range, your first impression is that many designs are very odd, if not downright ugly. But they are distinctive!
Their shoes seemed as quirky as sensible, so we added fun to the ‘comfortable and sensible’ by using a love heart
foot graphic ( 
) on everything. So now their weird distinctive look could be another reason to buy.
For the trade high-end dm work, we overturned store buyers’ expectations by having fun with the ‘all-important’ comfort differentials.
Those crazy Germans! What jolly good fun we had.
Radio ads
Brand POS
Rieker began behaving like a fashion brand.
Rieker Shoes – High-End Direct Mail.
Rieker has 6 high-street shops in the UK and 1200 independent outlets.
Rieker pride themselves on the comfort of their shoes. Four product attributes deliver that comfort. These are greater flexibility, more shock absorption, more room and less weight.
Rieker’s next growth area was large multiples like John Lewis and A Jones & Sons. So this DM was aimed at buyers working for those stores.
To excite interest where they work and make them keen to meet a Rieker representative, we wanted to capture their attention for an entire working week.
They were sent an item representing one of the product attributes from Monday to Thursday. On Friday, they received a Rieker brand book about Rieker shoes.
We targeted 12 contacts, all of whom agreed to a meeting.
Internal post to staff
A thank you to store managers at Easter. It’s a genuine Rieker shoe design made out of chocolate.
Creative by Tomdillon 